ISYS6318 – E-business Concept

Week – 10
Digital Business Operations
 LEARNING OUTCOMES
• Organizing the practical elements of e-business in a small scale
environment that simulates actual e-business operations.
 OUTLINE
• Optimization of digital business services.
• Alternatives in the procurement of digital business systems.
• Testing.
• Migration.
• Content management and maintenance.
• Focus on web analytics: measuring and improving the performance of
digital business services.
• Focus on measuring marketing through social media.
Optimization of digital business services
• After the digital go-live and online applications, the application development
project is indeed completed, but continues to the maintenance-and-services
stage, both carried out by vendors and the IT team.
• If there is a clear roadmap in the business, the project will also continue to
build on the next features.
• Chaffey (2013) states that dynamic digital business applications require
content and services that will be continuously updated in response to
market forces.
• The right software development lifecycle is needed to realize dynamic digital
applications, we can choose between waterfall, prototyping or agile.
 Waterfall, Prototyping & Agile

Sumber: Chaffey (2013), hal. 598

 Continuous Improvement
• This continuous improvement has a purpose for optimization.
According to Chaffey (2013) there are two (2) things that are
optimized, including:
• Service effectiveness. Do the existing services meet business objectives? Are
the user experiences and services provided satisfactory for the users? Are
there new approaches or information technologies that can improve the user
experience?
• Service efficiency. Is the operation of the system measured by response
speed, usability and appropriate cost to produce an effective service? Are
there new technological approaches that can increase system efficiency?
Alternatives in the procurement of digital
business systems
 Digital Application Procurement
• The provision of digital applications is similar to conventional
applications, some of the alternatives include:
• Bespoke development. Applications are built from scratch by an in-house IT
team.
• Off-the-shelf. Application development is outsourced to the vendor. Can also
take advantage of open-source applications.
• Software as a services. Renting applications that are hosted on the cloud.
• Tailored development. Applications purchased off-the-shelf or leased on SAAS
are modified according to the specific needs of the business.
 9 Criteria for Application
Procurement
• Functionality. Complete application features.
• Ease of use. Ease of use and complexity of the application.
• Performance. Application speed in performing multiple tasks.
• Scalability. Consistency of system speed as workload increases.
• Compatibility. Ease of integration with other applications.
• Extensibility. Ease of adding new features or capabilities.
• Stability. How many bugs still appear when the application is launched.
• Security. How strict are the security settings in the application.
• Endorsement. The level of vendor support for the application, especially in the
event of a failure.
Testing
 Application Testing
• In modern testing, applications are tested from the implementation or
coding level.
• Unit testing is done with a series of scripts or code testing that is
created, and is executed every time the programmer submits their
application code to the repository server.
• Before deployment begins, dev-ops servers that use autonomous
build technologies such as Jenkins also perform unit testing
automatically.
 Application Testing
• If the result is 100% passed the test, then the application package is
made through the compilation and archiving process.
• This application package will be installed on the server.
• At the feature testing level, which is related to the frontend side,
automated testing can also be performed using technologies such as
Selenium.
• This can speed up test times, especially those wasted when having to
input data repeatedly.
 Application Testing
• At the load testing level, we can take advantage of technologies such
as Locust & Swarm or Jmeter that can automate the load testing
process by simulating the many (up to thousands or even tens of
thousands) of service server access threads that are estimated to
represent the number of users when operational later.
Phase and SDLC in Testing
 Environments
• Apart from the stages, types and testing technology used, the testing
environment factor is also important.
• In ideal conditions, the environment needed by a business includes:
• Development / SIT. Environment for development and testing of SIT.
• UAT. Environment for UAT testing.
• Staging / Pre-production. An environment for deployment preparation, can
also be used as a place to reproduce bugs that occur in production. The
conditions are updated regularly to make it the same as the production
environment.
• Production. A production environment in which applications are deployed and
released.
Migration
 Migration Strategy
• The digital business application migration strategy also needs to be
well managed. Launching applications in a production environment
with a limited scope of access can be an option before a full
operational scale soft launch.
• Internal employees or certain segments of existing customers can be
targeted early on for introducing new releases.
• Of course there is a period of time, during which the internal product
development team continues to review performance and user
experience based on feedback from the system and users.
 Metode Keuntungan Kerugian
Immediate cutover Fast, lowest cost. High risk.
/ Big Bang
Parallel Lower risk than the Big Bang. Slower, relatively higher costs than
the Big Bang.
Phased The best compromise between Big High complexity when there is
Bang and Parallel. interdependence between modules.
Piloting Essential for a national or Must be combined with other
international rollout. methods.
Perpetual Beta Used by on-demand service Bugs that are identified during
providers when launching new testing can have a broad impact but
features that are released on a can be fixed more quickly.
modular basis.
• In each deployment event, the project team needs to create a
deployment strategy document that contains an analysis of the impact
and risk of each selected migration type, and each action step written in
the deployment rundown.
• The deployment rundown document contains detailed steps from Hn to
H + n, starting from the production environment setup, database server
setup, data migration from the old database to the new one, to
application installation on the day of go live to regression testing and
application handover from the project team. to the operations team, or
from the internal development team to the business team.
• In businesses with advanced IT division, they employ the role of a system
integrator to manage this deployment process and use the CI / CD
method or continuous integration / continuous deployment.
Content management and maintenance
 Content management & maintenance
• Chaffey (2013) describes some of the challenges faced by the
management team related to the maintenance phase:
• Determine the frequency and scope of content updates.
• Process for managing site maintenance and responsibility for updating.
• Selection of content management system.
• Test and communicate changes made.
• Integration with monitoring and measurement systems.
• Manage content in global organizations.
• Content from a digital business portal or web still plays a very
important role, especially in supporting marketing.
• Simple but engaging and interactive content plays a big role in
enticing customers to move on to transactional activities, triggering
high conversion rates.
• The role of a content strategist is needed to manage content
appropriately and with an impact.
• The role of the content strategist is to select, search, schedule, and
encourage the sharing of various types of content that are most
relevant to meeting business goals.
• Some things that need to be considered in managing content [1]:
• There is a need for quality content writers.
• An editorial calendar is needed to schedule content presentation.
• It needs proper software support.
• There needs to be continuous customer research.
• Tracking is needed so that the relationship between content presentation and
customer engagement is identified, and whether it is effective for SEO or not.
 BEST for content
• Good content follows BEST [1] principles, namely:
• Behavioral. What we want our viewers to do after interacting with our
content.
• Essential. Present information that is valuable and useful to viewers.
• Strategic. Marketing efforts must be integrated with business strategy.
• Targeted. The relevance of the content must match the targeted audience.
Content publication cycle
Focus on web analytics: measuring and
improving the performance of digital
business services
• To track the accuracy of content to the effectiveness of marketing
campaigns, we can take advantage of the facilities from Google
Analytics. The advantages provided by google analytics (GA) include:
relatively low costs, complete data visualization, various reports, and
real time.
Performance measurement flow
• Before performance measurement is carried out, there is a set of
objectives so that we can justify the benchmark. After measurement,
a diagnosis is carried out to follow up on the findings obtained from
the measurement results.
• Next, corrective steps are taken so that the business remains on its
goals.
• To take measurements in web analytics, we also need to understand
what measurement metrics we need.
• GA provides many alternative metrics that can be explored.
Google Analytics Dashboard
Focus on measuring marketing through social
media
• Digital marketing campaigns are currently published on social media.
• The effectiveness of these campaigns should be measured by tracking
the relationship between increasing website visitors, or app
downloads, with their reference sources.
• GA also provides this tracking facility by embedding a certain script on
the side of our web page, then providing additional information on
the URL that we put in our marketing campaign ad.
 URL components: utm_...
• There are five essential URL components:
• utm_source: Identifies advertisers, sites, publications, etc. that sends
traffic to your property, for example: google, newsletters, billboards.
• utm_medium: Advertising or marketing media, for example: social
media, sms, banners, email newsletters.
• utm_campaign: Individual campaign name, slogan, promo code, etc.
for a product.
 URL components: utm_...
• utm_term: Identify paid search keywords. If you manually tag your
campaigns with paid keywords, you must also use utm_term to define
those keywords. For example: paid.
• utm_content: Used to distinguish similar content, or links in the same
ad. For example, if you have two promotional links in the same e-mail
message, you can use utm_content and assign a different value to
each one so you can find out which version is more effective.
 Measurement metrics
• After that we can measure the number of visitors who enter our web
page.
• Measurement metrics that can be used include:
• Hit. The number of times the web page is accessed.
• Unique visitors. Number of unique viewers accessing web pages.
• Page impression / page views. The number of times a web page
appears in an accesser's browser.
• Pages per visit (PPV): Average number of pages visited by a website
viewer.
 Measurement metrics
• Visit per visitors (VPV): The frequency of visits to the website. Usually
reported in a certain period, daily, weekly, monthly.
• Ad impression: The number of times an ad is served to a viewer.
• Ad click: The number of times an ad is clicked on by the viewers.
 REFERENCES
• Chaffey, Dave. (2013). Digital Business and e-Commerce
Management: Strategy, Implementation and Practice. 6. Pearson.
United Kingdom. ISBN: 978-0-273-78654-2.
• Jelassi, Tawfik. Martinez-Lopez, Francisco J. (2020). Strategies for e-
Business: Concepts and Cases on Value Creation and Digital Business
Transformation. 4. Springer. ISBN: 978-3-030-48949-6.
• McCormick, K. K. (2017, September 7). Why Use Google Analytics?
ThriveHive. https://thrivehive.com/why-use-google-analytics/.