slide 12.1 dave chaffey, e-business and e-commerce management, 3 rd edition © marketing insights...
TRANSCRIPT
Slide 12.1
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Chapter 12Implementation
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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?
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
System implementation issues
• Acquisition techniques
• Site implementation tools
• Content management and updating
• System changeover
• Localization
• Evaluation and monitoring.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.1 Sequencing of implementation and maintenance for the dynamice-business application
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.2 An example online customer service form
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.3 Possible web page layout options
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.5 Using scripting to produce dynamic web content for form processing
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.6 A content update review process
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.7 Typical structures of an e-commerce site steering group
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.8 A summary of the performance measurement process
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.9 The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.10 Attrition through e-commerce site activities
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.11 Examples of different measures of visitor volume to a web site
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.12 Different types of data within a performance management system for Internet marketing
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 12.13 Web analytics tool IndexTools used to assess page popularity in Dave Chaffey’s site (www.davechaffey.com)