OHT 12.1 © Marketing Insights Limited 2004 Chapter 12 Implementation

OHT 12.1

© Marketing Insights Limited 2004

Chapter 12Implementation

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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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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System implementation issues

• Acquisition techniques

• Site implementation tools

• Content management and updating

• System changeover

• Localization

• Evaluation and monitoring

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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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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 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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An example online customer service form

Figure 12.2 An example online customer service form

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Possible web page layout options

Figure 12.3 Possible web page layout options

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Table-based page layout for the B2C Company

Figure 12.4 Table-based page layout for The B2C Company

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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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TestingType 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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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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Changeover optionsMethod 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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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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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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A content update review process

Figure 12.8 A content update review process

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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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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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A summary of the measurement process

Figure 12.10 A summary of the measurement process

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Process

Corre

ctiv

e a

ctio

nC

orre

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CollectCollect

AnalyseAnalyse

Set goalsSet goals

ReportReport

StrategiesStrategies

Try

It!Measure

It!Tweak

It!

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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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Key site traffic measures

Page views = Docs viewed = 1,200,000

Visitor sessions = Visitse.g. = 120,000

Visitors = Unique userse.g. = 60,000

Hits = All files downloaded

e.g. = 4,000,000

NB. A visit ends after 30 minutes of inactivityIPV=Impressions (pages) per visit in time periodVPV=Visits per visitor in time period

VPV=2

IPV=10

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Monitoring metrics at right frequencyHow often does / should review occur? Which tools and

techniques?

Metricscategory

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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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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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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A model of the Internet marketing conversion process

Figure 12.14 A model of the Internet marketing conversion process

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Alternatives for researching user perceptions

Exploring a new site concept

Detailed usabilitytesting

Registered usersatisfaction

Site visitor opinions

Focusgroup

Accompaniedsurfing

E-mail detailsof web survey

Pop-up web survey

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Pop-up survey questions

• Who is visiting site?

• Whyare they visiting?

• Whatdo they think?

• Role in buying decision

• Experience

• Access location/speed

• Demographics/segment

• 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?

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Alternatives for expenditure on an e-commerce site

Figure 12.16 Alternatives for expenditure on an e-commerce site

Documents

OHT 12.1 © Marketing Insights Limited 2004 Chapter 12 Implementation