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OHT 12.1 Chapter 12 Implementation © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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? © Marketing Insights Limited 2004 OHT 12.4 System implementation issues • • • • • • Acquisition techniques Site implementation tools Content management and updating System changeover Localization Evaluation and monitoring © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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. © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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. © Marketing Insights Limited 2004 OHT 12.9 An example online customer service form Figure 12.2 An example online customer service form © Marketing Insights Limited 2004 OHT 12.10 Possible web page layout options Figure 12.3 Possible web page layout options © Marketing Insights Limited 2004 OHT 12.11 Table-based page layout for the B2C Company Figure 12.4 Table-based page layout for The B2C Company © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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) © Marketing Insights Limited 2004 OHT 12.18 A content update review process Figure 12.8 A content update review process © Marketing Insights Limited 2004 OHT 12.19 Typical structure of an e-commerce site steering group Figure 12.9 Typical structure of an e-commerce site steering group © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 OHT 12.21 A summary of the measurement process Figure 12.10 A summary of the measurement process © Marketing Insights Limited 2004 Process OHT 12.22 Set goals Collect Report Analyse Corrective action Strategies Try It! Measure It! Tweak It! © Marketing Insights Limited 2004 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) © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 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) © Marketing Insights Limited 2004 OHT 12.28 A model of the Internet marketing conversion process Figure 12.14 A model of the Internet marketing conversion process © Marketing Insights Limited 2004 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 © Marketing Insights Limited 2004 OHT 12.30 Pop-up survey questions • Who is visiting site? • • • • Role in buying decision Experience Access location/speed Demographics/segment • Why are they visiting? • • • • 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? • What do they think? © Marketing Insights Limited 2004 OHT 12.31 Alternatives for expenditure on an e-commerce site Figure 12.16 Alternatives for expenditure on an e-commerce site © Marketing Insights Limited 2004