Example:

Operative and Tactical Marketing Architecture



Ideal data model

  * Definition of Sorts
  * Definition of connections


Definition of Sorts


Name of Sort: business action
Type: Kernel
An object from the category (#business action) is every action the aim of which is to transfer
rights to business into a contract, or to identify, negotiate and create a new rights to business.
Business action examples:
- tender participation
- phone call approach to a partner or customer
- meeting
- conference presentation
- particular distributor deal on a new solution distribution
- business oriented paper on network security monitoring
Examples of what is not considered to be a business action in this context:
- market probe
- new customer categorization creation
- design of a new solution for given needs fulfilling

Name of Sort: business action categorization
Type: Kernel
An object of the category (#business action categorization) is each aiming segmentation of a set of
business actions expressing in a given context a necessary classification.
See connection to Diam4.Context.

Name of Sort: business action category
Type: Kernel
An object from the category (#business action category) is each purposely selected container
(class) joining a subset of business actions by chosen criterion which is given by appropriate
categorization.
See Diam4.Model

Name of Sort: complex solutions producer
Type: Kernel
Super-Type: subject
An object from the category (#complex solutions producer) is each subject which composes several
products and solutions into a complex product. This product the complex solutions producers
provides/supplies to its customers. Particular solutions or products embeded in this complex
product are invisible by their brands to end-customers.

Name of Sort: customer
Type: Kernel
An object from the category (#customer) is every end customer who is or can be a consumer or user
of our services or products. It is an agent acting on the market, which is autonomous and
co-operative in a sense of holonic approach, to which attention can be reasonably payed.
See Diam4.Agent

Name of Sort: customer categorization
Type: Kernel
An object of the category (#customer categorization) is each aiming segmentation of a set of
customers expressing in a given context a necessary classification.
See connection to Diam4.Context.

Name of Sort: customer category
Type: Kernel
An object from the category (#customer category) is each purposely selected container (class)
joining a subset of customers by chosen criterion which is given by appropriate categorization.
See Diam4.Model

Name of Sort: customer pain/need
Type: Kernel
An object from the category (#customer pain/need) is every formulation of a required
state-of-things more or less definite. When expressed positively (as desired) it is a need, when
expressed negatively (as undesirable) it is a pain. Often it is expressed using requirements or
absence of requirements. Requirement is every singular documented need of what a particular product
or service should be or should do. It is a statement that identifies a necessary attribute,
capability, characteristic, or quality of a system in order for it to have value and utility to a
user.
See Diam4.Goal and Diam4.Requirement.

Name of Sort: dealer
Type: Kernel
Super-Type: subject
An object from the category (#dealer) is every agent who sells or mediates to a customer our
products or services.

Name of Sort: distributor
Type: Kernel
Super-Type: subject
An object from the category (#distributor) is every agent who creates a network of dealers to whom
he/she/it sells our solutions.

Name of Sort: functionality
Type: Kernel
An object of the category (#functionality) is each particular way of requirement(s) satisfaction.
See Diam4.Requirement

Name of Sort: negotiated deal
Type: Associative
An object from the category (#negotiated deal) is each representation of a relationship between
(#solution), (#customer), (#customer pain/need) and (#subject) with the meaning:
results (text description) achieved by given (#subject) while using given (#solution) for curing
given (#customer pain/need) by a sale to given (#customer) / 0,1:0,M

Name of Sort: revenue model
Type: Kernel
An object from the category (#revenue model) is each model which specifies components of the
income-flow and their mutual composition and a way of this income-flow realization in a time
period.
See Diam4.Model

Name of Sort: revenue model application
Type: Associative
An object from the category (#revenue model application) is each representation of a relationship
between (#solution), (#customer category) and (#revenue model) with the meaning:
particular use (text description) of given (#revenue model) when it is applied for given (#customer
category) within a sale of given (#solution) / 0,1:0,M

Name of Sort: rights to business
Type: Associative
An object from the category (#rights to business) is each representation of a relationship between
(#solution), (#customer category), (#customer pain/need) and (#subject) with the meaning:
conditions (text description) undertaking given (#subject) while he/she/it offers given (#solution)
for curing given (#customer pain/need) to given (#customer category) / 0,1:0,M

Name of Sort: solution
Type: Kernel
An object from the category (#solution) is a complex answer to a need/pain expressed in terms of
accomplishment of appropriate requirements arising from a registered need/pain. According to
Wikipedia, solution is a product, service, or combination of both which is said to solve a business
or consumer's problem..
See Diam4.Service.

Name of Sort: solution categorization
Type: Kernel
An object of the category (#solution categorization) is each aiming segmentation of a set of
solutions expressing in a given context a necessary classification.
See connection to Diam4.Context.

Name of Sort: solution category
Type: Kernel
An object from the category (#solution category) is each purposely selected container (class)
joining a subset of solutions by chosen criterion which is given by appropriate categorization.
See Diam4.Model

Name of Sort: subject
Type: Kernel
An object from the category (#subject) is every agent acting on the market, which is autonomous and
co-operative in a sense of holonic approach and who is or can be our partner in business or a
competitor. Subjects are currently distinguished into dealers, distributors, system integrators and
complex solutions producers. Distinguishing between partners and competitors is orthogonal to the
above sorting and is recorded by special subject categories within appropriate subject
categorization.
See Diam4.Agent

Name of Sort: subject categorization
Type: Kernel
An object of the category (#subject categorization) is each aiming segmentation of a set of
subjects expressing in a given context a necessary classification.
See connection to Diam4.Context.

Name of Sort: subject category
Type: Kernel
An object from the category (#subject category) is each purposely selected container (class)
joining a subset of subjects by chosen criterion which is given by appropriate categorization.
See Diam4.Model

Name of Sort: system integrator
Type: Kernel
Super-Type: subject
An object from the category (#system integrator) is each subject which integrates several products
and solutions into a complex aggregate. This aggregate the system integrator provides/supplies to
its customers. Particular solutions or products integrated in this aggregate are visible by their
brands to end-customers.



Definition of Connections


Name of Connection: 1:worrying
Cardinality: customer category -> customer pain/need: 0,M, reversely: 0,M
Connection between entities customer category and customer pain/need with the following meaning
(#customer pain/need)-s worrying given (#customer category) / 0,M:0,M

Name of Connection: 2: curing
Cardinality: customer pain/need -> solution: 0,M, reversely: 0,M
Connection between entities customer pain/need and solution with the following meaning
(#solution)-s curing given (#customer pain/need) / 0,M:0,M

Name of Connection: 3: subject is actor
Cardinality: business action -> subject: 0,M, reversely: 0,M
Connection between entities business action and subject with the following meaning
(#subject)-s which are actors of given (#business action) / 0,M:0,M

Name of Connection: 4: customer category addressed
Cardinality: customer category -> business action: 0,M, reversely: 0,M
Connection between entities customer category and business action with the following meaning
(#customer category)-s addressed by given (#business action) / 0,M:0,M

Name of Connection: 5: addressed
Cardinality: business action -> customer: 0,M, reversely: 0,M
Connection between entities business action and customer with the following meaning
(#customer)-s addressed by given (#business action) / 0,M:0,M

Name of Connection: 6: topic
Cardinality: customer pain/need -> business action: 0,M, reversely: 0,M
Connection between entities customer pain/need and business action with the following meaning
(#customer pain/need)-s which are topics of given (#business action) / 0,M:0,M

Name of Connection: 7: offered by
Cardinality: business action -> solution: 0,M, reversely: 0,M
Connection between entities business action and solution with the following meaning
(#solution)-s offered or presented by given (#business action) / 0,M:0,M

Name of Connection: 8:solution has
Cardinality: functionality -> solution: 0,M, reversely: 0,M
Connection between entities functionality and solution with the following meaning
(#functionality)-s which has given (#solution) / 0,M:0,M

Name of Connection: belongs to_1
Cardinality: customer -> customer category: 0,M, reversely: 0,M
Connection between entities customer and customer category with the following meaning
(#customer category)-s to which belongs given (#customer) / 0,M:0,M

Name of Connection: belongs to_2
Cardinality: subject -> subject category: 0,M, reversely: 0,M
Connection between entities subject and subject category with the following meaning
(#subject)-s which belong to given (#subject category) / 0,M:0,M

Name of Connection: belongs to_3
Cardinality: solution category -> solution: 0,M, reversely: 0,M
Connection between entities solution category and solution with the following meaning
(#solution)-s which belong to given (#solution category) / 0,M:0,M

Name of Connection: belongs to_4
Cardinality: business action category -> business action: 0,M, reversely: 0,M
Connection between entities business action category and business action with the following meaning
(#business action)-s which belong to given (#business action category) / 0,M:0,M

Name of Connection: of_1
Cardinality: customer category -> customer categorization: 1,1, reversely: 0,M
Connection between entities customer category and customer categorization with the following
meaning
(#customer categorization) in a frame of which given (#customer category) is defined / 1,1:0,M

Name of Connection: of_2
Cardinality: subject category -> subject categorization: 1,1, reversely: 0,M
Connection between entities subject category and subject categorization with the following meaning
(#subject categorization) in a frame of which given (#subject category) is defined / 1,1:0,M

Name of Connection: of_3
Cardinality: business action categorization -> business action category: 0,M, reversely: 1,1
Connection between entities business action categorization and business action category with the
following meaning
(#business action categorization) in a frame of which given (#business action category) is defined
/ 1,1:0,M

Name of Connection: of_4
Cardinality: solution categorization -> solution category: 0,M, reversely: 1,1
Connection between entities solution categorization and solution category with the following
meaning
(#solution categorization) in a frame of which given (#solution category) is defined / 1,1:0,M

Name of Connection: subject communicates competency to solve
Cardinality: customer pain/need -> subject: 0,M, reversely: 0,M
Connection between entities customer pain/need and subject with the following meaning
(#customer pain/need)-s which are comunicated by given (#subject) as these he/she/it is able to
solve / 0,M:0,M

Name of Connection: worrying
Cardinality: customer -> customer pain/need: 0,M, reversely: 0,M
Connection between entities customer and customer pain/need with the following meaning
(#customer pain/need)-s worrying given (#customer) / 0,M:0,M