Chapter 12 Implementation

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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
  organizations 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
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Figure 12.6 A content update review process
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Changeover options
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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 Chaffeys site
(www.davechaffey.com)