Transcript Document

Slide 12.1
Chapter 12
Implementation
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.2
Learning outcomes
• Produce a plan to minimize 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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.3
Management issues
• What actions can we take to minimize 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?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.4
System implementation issues
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Acquisition techniques
Site implementation tools
Content management and updating
System changeover
Localization
Evaluation and monitoring.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.5
Sequencing of implementation and maintenance for the dynamic
e-business application
Figure 12.1
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.6
Systems acquisition options
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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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.7
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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.8
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 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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.9
Figure 12.2
An example online customer service form
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.10
Figure 12.3
Possible web page layout options
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.11
Figure 12.5
Using scripting to produce dynamic web content for form processing
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.12
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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.13
Figure 12.6
A content update review process
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.14
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 Slower and higher cost
cutover
than immediate cutover
3. Phased
Good compromise
implementation. Different between methods 1 and 2
modules of the system are
introduced sequentially
Difficult to achieve
technically due to
interdependencies
between modules
4. Pilot system. Trial
implementation occurs
before widespread
deployment
Has to be used in
combination with the other
methods
Essential for multinational
or national rollouts
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.15
Figure 12.7
Typical structures of an e-commerce site steering group
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.16
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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.17
Figure 12.8
A summary of the performance measurement process
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.18
The five diagnostic categories for e-marketing measurement from the
framework presented by Chaffey (2000)
Figure 12.9
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.19
Figure 12.10
Attrition through e-commerce site activities
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.20
Figure 12.11
Examples of different measures of visitor volume to a web site
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.21
Different types of data within a performance management system for
Internet marketing
Figure 12.12
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 12.22
Web analytics tool IndexTools used to assess page popularity in Dave
Chaffey’s site (www.davechaffey.com)
Figure 12.13
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007