Chapter 12 Implementation

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OHT 12.
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© Marketing Insights Limited 2004

Chapter 12

Implementation

OHT 12.
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© Marketing Insights Limited 2004

Learning objectives


Produce a plan to minimise the risks involved
with the launch phase of an e
-
business
application


Define a process for the effective maintenance
of an e
-
business system


Produce a simple web page with links to other
pages


Create a plan to measure the effectiveness of
an e
-
business application


OHT 12.
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© Marketing Insights Limited 2004

Issues for managers


What actions can we take to minimise the
risks of implementation?


How do we achieve transition from previous
systems to a new e
-
business system?


What techniques are available to measure the
success of our implementation?


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© Marketing Insights Limited 2004

System implementation issues


Acquisition techniques


Site implementation tools


Content management and updating


System changeover


Localization


Evaluation and monitoring

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Sequencing of implementation and

maintenance for the dynamic

e
-
business application


Figure 12.1

Sequencing of implementation and maintenance for the dynamic

e
-
business application


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Systems acquisition options


Bespoke development
. The e
-
commerce system is
developed from scratch.


Off
-
the
-
shelf (packaged)
. An existing system is
purchased from a solution vendor. In the e
-
business
context this approach is often achieved by external
hosting via an
applications service provider
.


Tailored off
-
the shelf development
. The off
-
the
-
shelf
system is tailored according to an organization’s
needs.

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Activity


See Case 12.1 CMS


For Purchase:


Wide range of choice


Wide range of features built
-
in with continuous
development of new features


Quicker to deploy in basic form e.g. Diageo
implemented 5 portal sites in six weeks.


Range of hosting options


internal or third party


Cost lower than external for initial purchase and
upgrading as Internet technology changes


Generally scale better for large numbers of users

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© Marketing Insights Limited 2004

Activity


see case 12.1 CMS


Against Purchase:


May not meet requirements for creation and
updating process or display exactly


Initial and ongoing costs. However
,

modification of a
n

open source CMS such as
Zope (
www.zope.org
) may give the best
balance between cost and flexibility. Such
systems have been used by large
organizations such as NATO.

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© Marketing Insights Limited 2004

An example online customer

service form


Figure 12.2


An example online customer service form


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Possible web page

layout options

Figure 12.3


Possible web page layout options


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Table
-
based page layout for

the B2C Company

Figure 12.4


Table
-
based page layout for The B2C Company


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Using scripting to produce dynamic web content for
form processing

Figure 12.5


Using scripting to produce dynamic web content for form processing


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Testing

Type of testing

Description

Developer tests

Code level tests performed by developers of modules

Feasibility testing

Tests a new approach, often near the start of a project to make sure
it is acceptable in terms of user experience

Module (component) tests

Checks individual modules have the correct functionality i.e. correct
outputs are produced for specified inputs (black
-
box testing)

Integration testing

Checks interactions between groups of modules

System testing

Checks interactions between all modules in the system

Database transaction
taken

Can the user connect to the database and are transactions executed
correctly?

Performance/capacity
testing

Tests the speed of the system under high load

Usability testing

Check that the system is easy to use and follows the conventions of
user
-
centred design described in Chapter 11

Acceptance tests

Checks the system is acceptable for the party that commissioned it

Content or copy testing

Tests the acceptability of copy from a marketing view

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Soft launch of a web site for the B2C Company

Figure 12.6


Soft launch of a web site for The B2C Company


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Changeover options

Method

Main advantages

Main disadvantages

1. Immediate cutover
.
Straight from old system
to new system on a
single date

Rapid, lowest cost

High risk. Major
disruption if serious
errors with system

2. Parallel running
. Old
system and new system
run side
-
by
-
side for a
period

Lower risk than
immediate cutover

Slower and higher cost
than immediate cutover

3. Phased
implementation
.
Different modules of the
system are introduced
sequentially

Good compromise
between methods 1 and
2

Difficult to achieve
technically due to
interdependencies
between modules

4. Pilot system
. Trial
implementation occurs
before widespread
deployment

Essential for multinational
or national rollouts

Has to be used in
combination with the
other methods

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© Marketing Insights Limited 2004

Management issues with maintenance


Deciding on the frequency and scope of
content updating


Process for managing maintenance of the site
and responsibilities for updating


Selection of content management system


Testing and communicating changes made


Integration with monitoring and measurement
systems


Managing content in the global organization

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Frequency of web site updating in

different countries (Source: DTI (2000))

Figure 12.7


Frequency of web site updating in different countries

Source
: DTI (2000)


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A content update review

process

Figure 12.8


A content update review process


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Typical structure of an e
-
commerce

site steering group

Figure 12.9


Typical structure of an e
-
commerce site steering group


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The measurement challenge

‘The problem is I have too much data’

Technology Company

‘I think working with this volume of data is a bit
like being in a canoe in front of a tidal wave


paddling like hell and just hoping it doesn’t
overrun you’

Publishing Company

‘Right now there is a growing demand to the
point where people are banging on the door so
that business decisions can be made on fact
rather than fiction’

Services Company

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A summary of the measurement process

Figure 12.10


A summary of the measurement process


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Process


Corrective action




Collect



Analyse


Set goals



Report




Strategies



T
ry

I
t!

M
easure

I
t!

T
weak

I
t!

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© Marketing Insights Limited 2004

A summary of five categories for e
-
commerce site
measurement from the framework presented by
Chaffey (2000)

Figure 12.11


A summary of five categories for e
-
commerce site measurement
from the framework presented by Chaffey (2000)


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© Marketing Insights Limited 2004

Key site traffic measures

Page views


= Docs viewed






= 1,200,000

Visitor sessions

= Visits

e.g.



= 120,000

Visitors


= Unique users

e.g.



= 60,000

Hits



= All
files

downloaded

e.g.



= 4,000,000


NB. A visit ends after 30 minutes of inactivity

IPV=Impressions (pages) per visit in time period

VPV=Visits per visitor in time period


VPV=2

IPV=10

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Monitoring metrics at right frequency

How often does / should review occur?

Which tools and
techniques?

Metrics

category

Hour

Day

Week

Month

Quarter

Relaunch

1 Business
contribution

Output from legacy system
(not integrated)

2 Marketing

outcomes

Output from CRM systems
(not integrated)

3 Customer
satisfaction

Monthly market research

Keynote Site monitoring
service

4 Customer

behaviour

Webtrends log analyser

MineIT (segments)

CRM system

5 Site

Promotion

Reports by visibility /
optimisation specialist

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Web site log analysis reporting

by Easyminer (
www.mineit.com
)

Figure 12.12


Web
-
site log analysis reporting by Easyminer

Source
: Granted by kind permission of Lumio Ltd (formerly MINEit software), © 2001
www.lumio.com


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© Marketing Insights Limited 2004

Differences between browser
-
based

and server
-
based measurement systems

Figure 12.13


Differences between browser
-
based and server
-
based web
-
site
performance monitoring tools)


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© Marketing Insights Limited 2004

A model of the Internet marketing

conversion process

Figure 12.14


A model of the Internet marketing conversion process


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Alternatives for researching user

perceptions

Exploring a new

site concept

Detailed usability

testing

Registered user

satisfaction

Site visitor

opinions

Focus

group

Accompanied

surfing

E
-
mail details

of web survey

Pop
-
up

web survey

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Pop
-
up survey questions


Who

is visiting site?




Why

are they visiting?



What

do they think?



Role in buying decision


Experience


Access location/speed


Demographics/segment


How often do you visit?


Which information/service?


Did they find it?


Actions taken?



Overall opinion?


Key areas of satisfaction?


Specific likes/dislikes


What was missing?

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Alternatives for expenditure on an e
-
commerce site

Figure 12.16


Alternatives for expenditure on an e
-
commerce site