2 Learning outcomesProduce a plan to minimize the risks involved with the launch phase of an e-business applicationDefine a process for the effective maintenance of an e-business systemProduce a simple web page with links to other pagesCreate a plan to measure the effectiveness of an e-business application.
3 Management issuesWhat 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?
4 System implementation issues Acquisition techniquesSite implementation toolsContent management and updatingSystem changeoverLocalizationEvaluation and monitoring.
5 Figure 12.1 Sequencing of implementation and maintenance for the dynamic e-business application
6 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.
7 Activity – see case 12.1 CMS For purchase: Wide range of choice Wide range of features built-in with continuous development of new featuresQuicker to deploy in basic form e.g. Diageo implemented 5 portal sites in six weeksRange of hosting options – internal or third partyCost lower than external for initial purchase and upgrading as Internet technology changesGenerally scale better for large numbers of users.
8 Activity – see case 12.1 CMS Against purchase: May not meet requirements for creation and updating process or display exactlyInitial and ongoing costs. However modification of a 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.
9 Figure 12.2 An example online customer service form
11 Figure 12.5 Using scripting to produce dynamic web content for form processing
14 Changeover options Method Main advantages Main disadvantages 1. Immediate cutover. Straight from old system to new system on a single dateRapid, lowest costHigh risk. Major disruption if serious errors with system2. Parallel running. Old system and new system run side-by-side for a periodLower risk than immediate cutoverSlower and higher cost than immediate cutover3. Phased implementation. Different modules of the system are introduced sequentiallyGood compromise between methods 1 and 2Difficult to achieve technically due to interdependencies between modules4. Pilot system. Trial implementation occurs before widespread deploymentEssential for multinational or national rolloutsHas to be used in combination with the other methods
15 Figure 12.7 Typical structures of an e-commerce site steering group
16 Management issues with maintenance Deciding on the frequency and scope of content updatingProcess for managing maintenance of the site and responsibilities for updatingSelection of content management systemTesting and communicating changes madeIntegration with monitoring and measurement systemsManaging content in the global organization.
17 Figure 12.8 A summary of the performance measurement process
18 Figure The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)
19 Figure 12.10 Attrition through e-commerce site activities
20 Figure 12.11 Examples of different measures of visitor volume to a web site
21 Figure 12.12 Different types of data within a performance management system for Internet marketing
22 Figure Web analytics tool IndexTools used to assess page popularity in Dave Chaffey’s site (