Download Chapter 12

OHT 12.1
Chapter 12
Implementation
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OHT 12.2
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
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OHT 12.3
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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OHT 12.4
System implementation issues
•
•
•
•
•
•
Acquisition techniques
Site implementation tools
Content management and updating
System changeover
Localization
Evaluation and monitoring
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OHT 12.5
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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OHT 12.6
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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OHT 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
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OHT 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 an 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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OHT 12.9
An example online customer
service form
Figure 12.2 An example online customer service form
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OHT 12.10
Possible web page
layout options
Figure 12.3 Possible web page layout options
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OHT 12.11
Table-based page layout for
the B2C Company
Figure 12.4 Table-based page layout for The B2C Company
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OHT 12.12
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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OHT 12.13
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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OHT 12.14
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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OHT 12.15
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 Has to be used in
or national rollouts
combination with the
other methods
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OHT 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
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OHT 12.17
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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OHT 12.18
A content update review
process
Figure 12.8 A content update review process
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OHT 12.19
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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OHT 12.20
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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OHT 12.21
A summary of the measurement process
Figure 12.10 A summary of the measurement process
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Process
OHT 12.22
Set goals
Collect
Report
Analyse
Corrective action
Strategies
Try
It!
Measure
It!
Tweak
It!
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OHT 12.23
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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OHT 12.24
Key site traffic measures
Hits
e.g.
= All files downloaded
= 4,000,000
Page views
= Docs viewed
= 1,200,000
Visitor sessions
e.g.
Visitors
e.g.
= Visits
= 120,000
= Unique users
= 60,000
IPV=10
VPV=2
NB. A visit ends after 30 minutes of inactivity
IPV=Impressions (pages) per visit in time period
VPV=Visits per visitor in time period
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OHT 12.25
Monitoring metrics at right frequency
Which tools and
techniques?
How often does / should review occur?
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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OHT 12.26
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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OHT 12.27
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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OHT 12.28
A model of the Internet marketing
conversion process
Figure 12.14 A model of the Internet marketing conversion process
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OHT 12.29
Alternatives for researching user
perceptions
Exploring a new
site concept
E-mail details
of web survey
Detailed usability
testing
Accompanied
surfing
Registered user
satisfaction
Focus
group
Site visitor
opinions
Pop-up
web survey
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OHT 12.30
Pop-up survey questions
• Who
is visiting site?
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•
•
•
Role in buying decision
Experience
Access location/speed
Demographics/segment
• Why
are they visiting?
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How often do you visit?
Which information/service?
Did they find it?
Actions taken?
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Overall opinion?
Key areas of satisfaction?
Specific likes/dislikes
What was missing?
• What
do they think?
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OHT 12.31
Alternatives for expenditure on an e-commerce site
Figure 12.16 Alternatives for expenditure on an e-commerce site
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