OHT 12.1 © Marketing Insights Limited 2004 Chapter 12 Implementation

OHT 12.2 © Marketing Insights Limited 2004 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

OHT 12.3 © Marketing Insights Limited 2004 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?

OHT 12.4 © Marketing Insights Limited 2004 System implementation issues Acquisition techniques Site implementation tools Content management and updating System changeover Localization Evaluation and monitoring

OHT 12.5 © Marketing Insights Limited 2004 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

OHT 12.6 © Marketing Insights Limited 2004 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.

OHT 12.7 © Marketing Insights Limited 2004 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

OHT 12.8 © Marketing Insights Limited 2004 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 ( may give the best balance between cost and flexibility. Such systems have been used by large organizations such as NATO.

OHT 12.9 © Marketing Insights Limited 2004 An example online customer service form Figure 12.2 An example online customer service form

OHT © Marketing Insights Limited 2004 Possible web page layout options Figure 12.3 Possible web page layout options

OHT © Marketing Insights Limited 2004 Table-based page layout for the B2C Company Figure 12.4 Table-based page layout for The B2C Company

OHT © Marketing Insights Limited 2004 Using scripting to produce dynamic web content for form processing Figure 12.5 Using scripting to produce dynamic web content for form processing

OHT © Marketing Insights Limited 2004 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

OHT © Marketing Insights Limited 2004 Soft launch of a web site for the B2C Company Figure 12.6 Soft launch of a web site for The B2C Company

OHT © Marketing Insights Limited 2004 Changeover options MethodMain advantagesMain disadvantages 1. Immediate cutover. Straight from old system to new system on a single date Rapid, lowest costHigh 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

OHT © Marketing Insights Limited 2004 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

OHT © Marketing Insights Limited 2004 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)

OHT © Marketing Insights Limited 2004 A content update review process Figure 12.8 A content update review process

OHT © Marketing Insights Limited 2004 Typical structure of an e-commerce site steering group Figure 12.9 Typical structure of an e-commerce site steering group

OHT © Marketing Insights Limited 2004 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

OHT © Marketing Insights Limited 2004 A summary of the measurement process Figure A summary of the measurement process

OHT © Marketing Insights Limited 2004 Process Corrective action Collect Collect Analyse Set goals Report Strategies Strategies T ry I t! M easure I t! T weak I t!

OHT © Marketing Insights Limited 2004 A summary of five categories for e-commerce site measurement from the framework presented by Chaffey (2000) Figure A summary of five categories for e-commerce site measurement from the framework presented by Chaffey (2000)

OHT © Marketing Insights Limited 2004 Key site traffic measures Page views = Docs viewed = 1,200,000 Visitor sessions = Visits e.g. = 120,000 Visitors = Unique users e.g. = 60,000 Hits= All files downloaded e.g.= 4,000,000 NB. A visit ends after 30 minutes of inactivity IPV=Impressions (pages) per visit in time period VPV=Visits per visitor in time period VPV=2 IPV=10

OHT © Marketing Insights Limited 2004 Monitoring metrics at right frequency How often does / should review occur? Which tools and techniques? Metrics category HourDayWeekMonthQuarterRelaunch 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

OHT © Marketing Insights Limited 2004 Web site log analysis reporting by Easyminer ( Figure Web-site log analysis reporting by Easyminer Source: Granted by kind permission of Lumio Ltd (formerly MINEit software), ©

OHT © Marketing Insights Limited 2004 Differences between browser-based and server-based measurement systems Figure Differences between browser-based and server-based web-site performance monitoring tools)

OHT © Marketing Insights Limited 2004 A model of the Internet marketing conversion process Figure A model of the Internet marketing conversion process

OHT © Marketing Insights Limited 2004 Alternatives for researching user perceptions Exploring a new site concept Detailed usability testing Registered user satisfaction Site visitor opinions Focus group Accompanied surfing details of web survey Pop-up web survey

OHT © Marketing Insights Limited 2004 Pop-up survey questions Who is visiting site? Why are they visiting? What do 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?

OHT © Marketing Insights Limited 2004 Alternatives for expenditure on an e-commerce site Figure Alternatives for expenditure on an e-commerce site