Business Rules Forum

Wednesday | 1:25pm - 2:25pm | Managing Decisions Track
Room: Plaza A3


2010: A Business Rules Odyssey – How a Large Retail Organization Charts a New Frontier


Yvonne Hayes

Customer Information Coordination Director, JCPMedia, Inc. / JCPenney Company

Speaker Photo: Anne Dieter

Anne Dieter

Project Manager, Customer Information Management, JCPMedia, Inc. / JCPenney Company

Speaker Photo: Kristen Seer

Kristen Seer

Senior Consultant, Business Rule Solutions, LLC




    With a strong focus on customers and marketing, JC Penney embarks on a journey to incorporate business rules as part of their strategy to manage customer data. The journey starts with writing business rules with stops along the way to build processes to capture the rules, communicate the rules to technologists, and establish rule governance.  As with any exploration, there are unexpected detours and pleasant surprises along the way. 

    What you will learn:

    • the importance of documenting consistent terminology
    • how rigorous do the rules need to be
    • overcoming resistance
    • tracing from the business rule to the implementation
    • impacts of an iterative development approach
    • balancing short term needs with long term strategy


    Yvonne Hayes is the Customer Information Coordination Director for Customer Information Management / Marketing at JCPenney Company.  She is responsible for business case assessment and requirements gathering from internal clients of JCPenney’s customer information data hub. Her current work focuses on coordination of customer business processes across the enterprise that has implications for customer data integration, governance, and business rules development in the customer data domain.  Yvonne brings practical business expertise from her experience as marketing director managing email and direct mail for JCPenney internet and catalog, as well as a marketing program manager for insurance and financial products.

    Anne Dieter is a Project Manager with Customer Information Management/Marketing, at JCPenney Company.   She has worked as a project manager within the Merchandise, Audit, and Operations areas for merchandise and stores.  She currently focuses on the operational policy and procedures side of customer information management. She manages the capture of business rules, ensuring the documentation process is in place for the customer data warehouse. In her twenty plus year career Anne has worked in department and specialty store retailing; as a buyer, store manager, information systems coordinator, project manager in audit, merchandise operations, human resources, business process development, and marketing.

    Kristen Seer is a Senior Consultant with Business Rule Solutions, LLC. She has worked as a business analyst in industries such as retail, pharmaceuticals, insurance, finance, energy and government.

    Her practice focuses on helping clients introduce the business rules approach, including setting up centers of excellence, conducting training in the IPSpeak™ Business Rules Methodology, mentoring business analysts, facilitating sessions to capture business rules, harvesting rules from source documents, redesigning business processes, and analyzing decisions. 

    Her thirty-year career has encompassed roles as business analyst, rule analyst, data analyst, and project manager. Kristen is a regular speaker at the annual Building Business Capability conference ( and has written several articles published in the Business Rule Journal (

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