Slide 12.1 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights...

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Chapter 12Implementation

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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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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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System implementation issues

• Acquisition techniques

• Site implementation tools

• Content management and updating

• System changeover

• Localization

• Evaluation and monitoring.

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Figure 12.1 Sequencing of implementation and maintenance for the dynamice-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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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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Figure 12.2 An example online customer service form

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Figure 12.3 Possible web page layout options

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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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Figure 12.6 A content update review process

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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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Figure 12.7 Typical structures of an e-commerce site steering group

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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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Figure 12.8 A summary of the performance measurement process

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Figure 12.9 The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)

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Figure 12.10 Attrition through e-commerce site activities

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Figure 12.11 Examples of different measures of visitor volume to a web site

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Figure 12.12 Different types of data within a performance management system for Internet marketing

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Figure 12.13 Web analytics tool IndexTools used to assess page popularity in Dave Chaffey’s site (www.davechaffey.com)

Slide 12.1 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights...

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