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Chapter 12 Digital business service implementation and optimisation
While analysis of requirements is occurring, design and implementation will be occurring
simultaneously in order to produce storyboards and prototypes. This prototyping may occur
in timeboxes of a certain duration, perhaps 30 days or 60 days, with a prototype produced
at the end of each timebox. It is evident that implementation activities such as testing and
review follow analysis and design and occur for each increment.
Optimisation of digital business services
Optimisation suggests a rigorous, ongoing approach to improving the effectiveness and effi-
ciency of digital business services. When we reviewed goals for effectiveness and efficiency in
Chapter 5, we explained the importance of defining both type of goals. Managers of digital
business services need to continually revisit these questions:
●
Service effectiveness. Is the service meeting business goals? Is the experience and service
delivered satisfactory for users? Are new technology approaches or information available
that could improve the experience?
●
Service efficiency. Is the operation of the system measured through speed of response, usa-
bility and cost appropriate to lead to an effective service? Are new technology approaches
available that could improve the system efficiency?
Web analytics is the discipline which helps answer the questions about experience and ser-
vice levels for sell- side e-commerce. We see that through techniques like AB and multivari-
ate testing many companies are optimising through continuous reviews of their sites and
services. Producing quality content is also important to an effective experience and requires a
sound process to keep content up to date and we cover methods of developing a good work-
flow for this.
In this chapter we also explore criteria for selecting key digital business technology plat-
forms such as content management systems and web analytics. The ‘ Real- world digital busi-
ness experiences’ interview below introduces some of the issues involved with selecting and
managing a CMS.
Real-world Digital Business
The Smart Insights interview
Avinash Kaushik, Google’s analytics evangelist
Overview and main concepts covered
Avinash Kaushik is Google’s Digital Marketing evangelist, well known for his books
Web Analytics: An Hour a Day,
Web Analytics 2.0 and his Occam’s Razor blog.
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