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Part 3 Implementation
Examination questions
1
You are developing a testing plan for an e-commerce site. Outline five key aspects
of the site you would test.
2
Data migration is often overlooked in implementation planning. Explain what data
migration is and explain when it may need to occur for creation of an e-commerce
site for an existing business.
3
Analyse the advantages and disadvantages of a soft versus hard website launch.
4
Explain the following terms and suggest which is the most useful in measuring the
effectiveness of a website.
(a) hit
(b) page impression
(c) site visit.
5
Why are conversion and attrition rates important in evaluating the performance of
an e-commerce site?
6
Suggest three key measures that indicate the contribution of an e-commerce site
to overall business performance for a company with online and offline presence.
1to1 Media (2008) The Time for Cross- Channel Measurement Is Now, Article by Kevin
Zimmerman, 22 September.
Adams, C., Kapashi, N., Neely, A. and Marr, B. (2000) Managing with measures. Measuring
ebusiness performance. Accenture White Paper. Survey conducted in conjunction with
Cranfield School of Management.
Agrawal, V., Arjana, V. and Lemmens, R. (2001) E-performance: the path to rational exuber-
ance. McKinsey Quarterly, no. 1, 31– 43.
Altimeter (2011) Framework: The Social Media ROI Pyramid. By Jeremiah
Owyang, 13 December, 2010:
www.web-strategist.com/blog/2010/12/13/
framework-the-social-media-roi-pyramid
.
Bayne, K. (1997) The Internet Marketing Plan. John Wiley & Sons, New York.
Bocij, P., Chaffey, D., Greasley, A. and Hickie, S. (2005) Business Information Systems:
Technology, Development and Management, 3rd edn. Financial Times Prentice Hall, Harlow.
Bourne, M., Mills, J., Willcox, M., Neely, A. and Platts, K. (2000) Designing, implementing
and updating performance measurement systems. International Journal of Operations and
Production Management, 20(7), 754– 71.
Chaffey, D. (2000) Achieving Internet marketing success. Marketing Review, 1(1), 35– 60.
Chaffey, D. and Wood, S. (2005) Business Information Management: Improving Performance
Using Information Systems. Financial Times Prentice Hall, Harlow.
Chaffey, D., Mayer, R., Johnston, K. and Ellis- Chadwick, F. (2009) Internet Marketing:
Strategy, Implementation and Practice, 4th edn. Financial Times Prentice Hall, Harlow.
Friedman, L. and Furey, T. (1999) The Channel Advantage. Butterworth- Heinemann, Oxford.
Halvorson, K. (2010) Content Strategy for the Web. New Riders, Berkeley, CA.
Hanson, W. (2000) Principles of Internet Marketing. South Western College Publishing,
Cincinnati, OH.
Internet Retailer (2004) The New Wal- Mart? By Paul Demery. Internet Retailer, 1 May.
www.
internetretailer.com/2004/05/05/the-new-wal-mart
.
Jorgensen, P. (1995) Software Testing: A Craftsman’s Approach. CRC Press, Boca Raton, FL.
Kotler, P. (1997) Marketing Management – Analysis, Planning, Implementation and Control.
Prentice- Hall, Englewood Cliffs, NJ.
References
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Chapter 12 Digital business service implementation and optimisation
Marcus, J. (2004) Amazonia: Five Years at the Epicentre of the Dot- com Juggernaut. The New
Press, New York.
Neely, A., Adams, C. and Kennerley, M. (2002) The Performance Prism: The Scorecard for
Measuring and Managing Business Success. Financial Times Prentice Hall, Harlow.
Petersen, E. (2004) Web Analytics Demystified. Self- published.
www.webanlyticsdemysti
fied.com
(no longer available).
Plant, R. (2000) ECommerce: Formulation of Strategy. Prentice- Hall, Upper Saddle River, NJ.
Revolution (2004) Alliance and Leicester Banks on E-commerce. Revolution. Article by Philip
Buxton, 28 July.
www.revolutionmagazine.com
(no longer available).
Round, M. (2004) Presentation to E-metrics, London, May.
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.
SEC (2005) United States Securities and Exchange Commission submission Form 10-K from
Amazon. For the fiscal year ended 31 December 2004.
Pulizzi, J. and Barrett, T. (2010) Get Content. Get Customers, McGraw- Hill, Columbus, OH.
SmartInsights (2010) Website Feedback Tools Review. Author, Dave Chaffey. Available at
http://bit.ly/smartfeedback
.
SEOMoz (2013) Search engine ranking factors v2, 2 April,
www.seomoz.org/article/
search-ranking-factors
.
Shore, J. and Warden, S. (2008) The Art of Agile Development. O’Reilly, Sebastopol, CA.
Sterne, J. (2002) Web Metrics: Proven Methods for Measuring Web Site Success. John Wiley &
Sons, New York.
Wilson, H. (2008) The Multichannel Challenge. Butterworth- Heinemann, Oxford.
Wisner, J. and Fawcett, S. (1991) Link firm strategy to operating decisions through perfor-
mance measurement. Production and Inventory Management Journal, Third Quarter, 5– 11.
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