Slide 12.1 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Chapter 12 Digital business service implementation and optimisation

Slide 12.2 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Learning outcomes Produce a plan to minimise the risks involved with the launch phase of a digital business application Define a process for the effective optimisation of a digital business system Create a plan to measure and improve the effectiveness of sell-side digital business applications using web analytics tools

Slide 12.3 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Management issues What actions can we take to minimise the risks of implementation? How do we select the most appropriate systems? How do we achieve transition from previous systems to a new digital business system? What techniques are available to measure and optimise our services?

Slide 12.4 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 System implementation issues Acquisition techniques Site implementation tools Content management and updating System changeover Localisation Evaluation and monitoring.

Slide 12.5 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.1 Alternative software development methodologies Source: Adapted from Shore and Warden (2008).

Slide 12.6 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 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. Hosted Software as a Service (SaaS) solution. Businesses use this service by signing in to it. All applications and databases are maintained and run on third-party servers. Tailored development. The off-the-shelf system is tailored according to an organisation’s needs.

Slide 12.7 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Which are the ranking factors affecting position in Google SERPs? − On-page optimisation –Document meta data –Document content –Creation of new pages Off-page optimisation –Link-building External links ‘Links in’ ‘Backlinks’ ‘Inbound links’ AND internal links Behavioural –Popularity of sites from toolbar Google’s search spam filters

Slide 12.8 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Which SEO ranking factors should we focus on? On-page optimisation: – tag = 4.9/5 –Keyword frequency and density = 3.7/5 –Keyword in headings = = 3.1, = 2.8 –Keyword in document name = 2.8 –Meta name description = 2/5 –Meta name keywords = 1/5

Slide 12.9 Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Which SEO ranking factors should we focus on? (Continued) Off-page optimidsation: –More backlinks (higher PageRank)= 4/5 –Link anchor text contains keyword = 4.4/5 –Page assessed as a hub = 3.5/5 –Page assessed as an authority = 3.5/5 –Link velocity (rate at which changes) = 3.5/5 See

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Activity – See Case 12.1 CMS (Continued) For Purchase: –Wide range of choice –Wide range of features built-in with continuous development of new features –Quicker to deploy in basic form for example, Diageo implemented 5 portal sites in 6 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.

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.2 A survey of the application frameworks used by Fortune 1000 companies in 2007 Source: Port80 software:

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Testing Table 12.1 Types of testing required for an e-commerce site

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.3 An example of a content sharing process and tools for Dave’s site SmartInsights.com

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.4 A content update review process

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.5 Typical structures of an e-commerce site steering group

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Table 12.2 Advantages and disadvantages of the different methods of implementation

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.6 A summary of the performance measurement process

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 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 organisation.

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.7 The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.8 Attrition through e-commerce site activities

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure 12.9 Multichannel performance scorecard for a retailer

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure A framework for different measures used to evaluate and manage social media marketing Source: Altimeter (2011) with permission (Creative Commons).

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure Examples of different measures of visitor volume to a website

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Table 12.5 Terminology for key website volume measures Source: ABC electronic (

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure Different types of data within a performance management system for internet marketing

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure National Express page assessed through multivariate testing Source: express.com, National Express Group PLC.

Slide Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6 th edition © Marketing Insights Limited 2015 Figure Results of multivariate testing for National Express