AUSTRALIAN E-MARKETING CODE OF PRACTICE - DEVELOPED BY THIS ACA ENDORSED COMMITTEE
E-MARKETING & E-SEMINAR PROCESS TO RAISE AWARENESS OF THIS IMPORTANT E-CODE
A: INTRODUCTION
Many people have identified that the Internet, web-forms and e-mail should provide a new era
in eMarketing and eBusiness Strategies.
This document endeavours to identify some of the issues and processes involved with effective
Internet eMarketing Strategies as this implies that Internet Web-forms, e-mail and back-end
information repositories (computer applications) will have to link together without operator
intervention to justify the value, efficiency and effectiveness of eMarketing/eBusiness
Strategies.
This eProcess assumes that the Organisation that is holding or running events has access to
the Internet and can use e-mail to inform contacts about events.
The eProcess acknowledges the following issues:
1 It is rare for people to be able to attend every event that they want to attend
2 The Intellectual Property [IP] of Speakers is an important consideration
3 It is critical for Small Organisations to be able to run effective events regularly
at a minimal financial burden
4 Many Associations are developing Information Repository services for Members
5 Many Professional Body Associations require Members to maintain and up-date the
Professional Body Standards by attending a certain number of Accreditation Seminars
a year
INDEX
A: Introduction
B: Backgound
a ANSI-X12
b UN/EDIFACT
c RUBAC EII Methodology
d ebXML
e HL7 - Health Level Seven
C: Event Stake-Holders
D: Electronic Event Information Management eProcesses
a E-mail Marketing for Web-based Survey
b Real-time Web Survey
c Real-time Web Event Registration
d Automatic Event Registration Receipt
e Automatic Payment Calculations & Payment Receipt
f Web Agenda and Event ePapers
g Permanent Access to Web Presentation
h Attendee Accreditation
i On-going Intellectual Property Royalties for Event Speakers
B: BACKGROUND
The basis for the development of these Electronic Event Management processes was a joint
venture carried out with the UK Institution of Electrical Engineers [IEE] to promote better
attendance at IEE events by IEE Members.
The IEE runs more than 400 events each year for 130,000 members in 38 Countries.
It has 6 Divisions with 66 Professional Groups.
The issue is made more complex as the eMarketing Strategies have to cater for cross language
boundaries
Hence here is a summary of the Standards that are being developed to enable Information to be
interchanged electronically with other organisations [Electronic Information Interchange-IEE].
The standards defined for the Electronic Exchange of Trade and Personal Information include:
a ANSI [American National Standards Institute]-X12 a US developed standard which has been
implemented by virtually every US Business and Government Agency
Neither ANSI-X12 nor EDIFACT have defined codes for the individual Name and Address
fields - this was confirmed by Keith FINKELD Chair ebXML Australia 05 Feb 2002
b UN/EDIFACT [United Nations Electronic Data Interchange for Administration, Commerce
& Transport] which is the ISO [International Standards Organisation] Standard
In each Country there is a Government sponsored Standards body that assists Business and
Consumer organisations to understand various industry Standards.
Normally these Standards Bodies recommend ISO Standards with various changes to
comply with National requirements
In Australia this was carried out by the Standards Association of Australia [SAA]
which was renamed as Standards Australia in 1996
c RUBAC Electronic Information Management methodology
These methodology is a New Zealand/Australian development.
It is a very different concept to ANSI-X12 and UN/EDIFACT.
In both ANSI-X12 and EDIFACT, a message is sent along with the code that identifies
what type of message is being sent.
An example is:
(code for delivery method) CTA: "The goods will be sent by Express Post"
In RUBAC the messages are retained as tables in both send and receive computer
systems so that only the code for the message and not the message is sent
electronically
An example as above
CTA: 3-4 (where 3 is the message table number and message 4 is "The goods will
be sent by Express Post".
Both ANSI-X12 and EDIFACT were established and developed by Committees that were
not familiar with the concepts of mapping out information for Internet Applications.
This is a major difference which is why RUBAC can facilitate Business Process
Re-engineering and Workflow eProcesses while ANSI-X12 and EDIFACT have not been
incorporated easily into these Electronic business re-developments
This Electronic Event Information Management process is an example of how RUBAC
enables eBusiness Process Re-engineering through Electronic Workflow
d ebXML - Electronic Business eXtensible Markup Language
In 1999 UN/EDIFACT joined forces with OASIS [Organisation for the Advancement of
Structured Information Standards] to promote the eXtensible Markup Language [XML]
for Electronic Business Applications.
A new organisation was established called Electronic Business XML [ebXML] to raise
awareness of XML.
However ebXML Standards appear to cause many problems with translation in future
because the US XML Standard Committees have insisted that each field has to be
understood in English and not use codes or abbreviations.
Although the ANSI-X12 and EDIFACT Communities are endeavouring to adapt the
Electronic Data Interchange Standards for the Internet, the problem remains
that the heads of the organisations reponsible for Electronic Commerce Standards
have not changed in the last 15 years.
Two examples are Ray WALKER who has been the head of the UK SITRO the
orgnaisation responsible for EDI since 1985 and head of UN/CEFACT since its
UN/CEFACT Barry KEOGH who has been the Australian Head of Delegation
for EDI and UN/CEFACT since its inception.
One of the reason why eCommerce is taking off very slowly is that the
innovation and direction required in being stifled at the top.
An example was the ebXML Australia Marketing Strategy Work Group that was proposed
to ebXML Australia in Oct 2001.
The members of ebXML Australia agreed to form the Work Group which would be
chaired by Standards Australia.
However after the minutes of the first meeting on 05 Feb 2002 ebXML Australia
closed down the sub-committee without any explanation.
e HL7 - Health Level Seven
HL7 is an ANSI accredited Standards Developing Organisation [SDO] operating in the
Healthcare arena.
According to the HL7 web-site it is:
1 one of several SDOs in health. HL7's domain is clinical and administrative data
2 a not-for-profit volunteer organisation.
3 Its members - providers, vendors, payers, consultants, government groups and others
who have an interest in the development and advancement of clinical and administrative
standards for healthcare - develop the standards
Ba ANSI-X12
The first ANSI-X12 Standards published in 1982 were the electronic Purchase Order [PO],
eletronic Invoice and electronic Remittance Advice.
The reason why the major companies who formed the ANSI-X12 Committee wanted to send Purchase
Orders electronically to their Small & Medium size Enterprise [SME] Suppliers was that it
cost the same to print a PO for $100 as a PO for $ 100,000.
The only difference was that there were many more POs to SMEs for less than $ 100,000.
Hence although SME Suppliers may only represent 20% of the Supplier business, processing
SME Purchase Orders, Invoices and Payments accounted for 80% of the Accounts Payable cost
Thus the basis of ANSI-X12 was not to improve trade or efficiency but to reduce Accounts
Payable costs for the major companies by pushing the cost out to the SMEs electronically
Bb UN/EDIFACT
The first UN/EDIFACT Standard was published in 1988. I first became aware of it in 1987
when I attended an EDI Conference "Input '87" in Jun in San Francisco.
It was at this Conference that I was given a copy of a 1971 book called "None Dare
Call it Conspiracy [NDCIC] by Gary ALLEN and Lee ABRAHAM
Although I thought NDCIC was very far fetched when I read it, my attitude changed after the
incidents in 1988/89 when representing the Australian Small Business Association [ASBA] at the
Standards Australia IS/11 EDI Committee meetings.
These concerns have been supported by the discovery in 2004 during the research into the
Australia-United States Free Trade Agreement [Aus-USA-FTA], that the United States had
legislated in 1996 that all US Government Agencies must implement ANSI-X12 Standards
and not the ISO Standards that all the other countries are adopting on a voluntary basis.
Since giving Evidence before the Senate Inquiry into the Aus-USA FTA on 08 Jun 2004, it
has been a major concern that the Transcript of that Evidence keeps disappearing
from the Official Government Web-site.
The impact and acceptance of Electronic Commerce by the Internet Community can be judged by
the e-mail traffic on the WC3 Mailing list dedicated to Electronic Commerce on W3C.
As at 30 Apr 2005 there are 6 messages since 1998 !
http://lists.w3.org/Archives/Public/www-xml-edi/
Bc RUBAC ELECTRONIC INFORMATION MANAGEMENT METHODOLOGY
In 1987 the Yankee Group were commissioned by the Australian Treasury to research EDI in
Australia.
The Yankee Report "EDI in Australia" identified "RUBAC is way beyond EDI".
This report was supported in 1987 by an evaluation by Gordon MARKWART Technical Executive
Officer Australian Telecommunications User Group and 10 letters of support from presenters at
the EDI Conference "Compat '88" in the Hague include Lloyds of London Press, Maritime Cargo
Processing and the UK Article Number Association.
John HAMMOND Chief Executive of Maritime Cargo Processing was one of the few people to
appreciate the significance of automating the filing and retrieval of Electronic Information.
Since that time the RUBAC methodology was been implemented by a number of organisations for
widely different applications including:
1 Lloyds of London Press ref Dr Elizabeth MULLER Executive Director [LLP]
2 Australian Department of Employment, Workplace Relations & Small Business [DEWRSB]
3 The Open Interchange Consortium [OIC]
4 The SME eBusiness Management Services Network [SMEEMS]
In addition the RUBAC Methodology won the "IT for SME" trophy for an SME eCommerce
application at the prestigious Global Bangemann Challenge [GBC] in 1999.
The trophy was presented by the King of Sweden to Guy BLOMBERG and Guy's photograph was used
on subsequent promotions of the GBC.
Bd Electronic Business XML Australia
EbXML Australia was established in 2000 and the OIC was represented on ebXML Australia by
Stephen GOULD for the 3 years that is was operational.
In Jul 2002 the OTMG Tender Information Management Service [TIMS] XML Schema which had
been developed by OIC Members was submitted to ebXML Australia as an XML Schema for
Electronic Government Tenders.
In Dec 2003 ebXML Australia ceased to exist when TradeGate withdrew its support for hosting
ebXML Australia for financial reasons.
Unfortunately ebXML appears to following ANSI-X12 and EDIFACT in that much work and effort is
being carried out by many volunteers and committees around the world, yet there are very few
applications that Small & Medium size Enterprises [SMEs] and Small & Medium size Organisations
[SMOs] can review and implement
Hence with the publication of the eMarketing Code of Practice, the eProcess developed by
OIC members for Electronic Event Information Management may be suitable for relevant
Associations to evaluate to hold Seminars on this important Code of Practice for the
Electronic Information Age.
Be HL7 - Health Level Seven
HL7 is an ANSI accredited Standards Developing Organisation [SDO] operating in the
Healthcare arena.
According to the HL7 web-site it is:
1 one of several SDOs in health. HL7's domain is clinical and administrative data
2 a not-for-profit volunteer organisation.
3 Its members - providers, vendors, payers, consultants, government groups and others
who have an interest in the development and advancement of clinical and administrative
standards for healthcare - develop the standards
HL7 working groups are characterized as being administrative, special interest or technical:
Standing Administrative committees focus on organizational or promotional activities.
Current administrative committees include the following areas:
1 Education,
2 Implementation,
3 Marketing,
4 Outreach Committee for Clinical Research,
5 Publishing and Performance Improvement and
6 Tooling.
Special interest groups encourage sharing of common experiences in particular interest areas.
Active special interest groups are
a Arden Syntax,
b Attachments,
c Clinical Genomics,
d Clinical Guidelines,
e Clinical Trials,
f Community Based Health Services,
g Conformance,
h Government Projects,
i Imaging Integration,
j Java,
k Laboratory,
l Lab Automation Point of Care Testing,
m Patient Safety,
n Pediatric Data Standards,
o Pharmacy,
p Public Health and Emergency Response,
q Templates,
r XML.
Technical committees are chartered by the HL7 Board of Directors upon member petition specifically to create,
maintain, and extend the HL7 Protocol Specifications.
Technical committees frame the actual language of the specifications, conduct formal balloting on that language,
and then recommend approval to the whole HL7 organization via full membership ballot.
A technical committee which has already published a section of the HL7 Protocols is often loosely termed a
"chapter", referring to the chapter of the specifications document which it is expected to maintain.
Currently active technical committees are :
a CCOW,
b Clinical Decision Support,
c Control/Query,
d Education (admin),
e Financial Mgmt.,
f Electronic Health Records,
g Implementation (admin),
h Marketing (admin),
i Medical Records,
j Modeling & Methodology,
k Orders/Observations,
l Personnel Management,
m Patient Administration,
n Patient Care,
o Process Improvement (admin),
p Publishing (admin),
q Regulated Clinical Research Info Mgmt.,
r Security,
s Scheduling & Logistics,
t Structured Documents,
u Tooling (admin) and
v Vocabulary.
