Ecommerce Chapter 4

Target Audience

Demographic

Life Style(Behavior Patterns)

Consumption Patterns(purchasing habits)

Digital usuage patterns

Content creation patterns(blogs,facebook)

Buyer personas

SWOT analysis

Strength

Weaknesses

Opportunties

Threats

TOWS

Getting swat into action

Internal factor with external factor

SO

Turning strength into opportunities

ST

Use strength to battle threats

WO

Use Opportunitiees to minimize weaknesses

WT

Learn how weaknesses lead to threat

E-Commerce presence Map

Website/APP

• Search

• Dissplay Affiliates

Website Development Life Cycle

System analysis

System Design
Building the system

Testing

Implementation Service Delivery

System Analysis /Planning

Business Objectives

System Functionalities

Information Requirements

Business Objectives

• List of capabilities you want your site to have

System Functionalities

• List of information system capabilites needed to achieve business objectives

Information Requirements

• Information elemenet that system must produce in order to achieve business objectives

Display good

Digital catalog

• dynamic text and graphic catalog

Provide product information

Product database

• product description

• stocking numbers

• inventory levels

Personalize/Customize product

Customer on site tracking

• site log for every customer visit

  • data mining capability to identify common customer path and appropriate responses

Engage customer in conversations

On-site blog;user forums

• Software with blogging and community forum functionality

Execute a transaction

Shopping cart/payment system

• Secure credit card clearing;multiple payment options

Accumulate customer information

Customer database

• Name

• Address

• Phone

• Email for all customer

• Online customer registraiton

Provide after-sale customer support

Sales Database

• Customer ID

• Product

• Data

• Payment

  • Shipment Date

Coordinate marketing/advertising

Ad

Server

Email server

Campaign manager

Ad banner

manager

• site bheavior log of prospect and customer linked to email and banner ads campaign

Understand marketing Effectiveness

Site tracking and reporting system

Provide production and supplier links

Inventory management system

• Product and inventory levels

• Supplier id and contact

• order quantity data by product

System Design:Hardware and software platforms

System Design specification

Two component of System design

• Logical design

  • Data flow diagrams

  • Processing functions

  • databases

• Physical design

  • Specifies actual physical

  • Software components

  • Models

Build vs Host

Build

• Write the software and set up modular unit to work together

Host

• Housing the server and equipment ensure 24×7 availability

In house

Hiring your own staff/building your own facilities

Outsourcing

HIring vendors to provide services

Colocation

Firm owns equipment

Firm control operation of equipment

Server is located at vendor facility

Hybrid of in sourcing and outsourcing

What are the components in testing

Unit testing

System testing

Acceptance testing

A/B testing

Multivariate testing

Implementation and maintenance

Maintenance is ongoing

Maintenance cost

• similar to developmental cost but pay annually

Benchmarking

Multivariate testing

Testing multiple items at the same time in various combinations

SYstem architecture

Arrangement of software,machinery and task in information system to achieve specific functionality

Two tier

Webserver and database server

Webserver respond to request for web page

database provide backend data storage

Multi-tier

Web applications server

Backend,legacy databases

physical sign describes hardware and software needed to realize logical design

Web server software

NGINX

Apache

Cloudflare server

Litespeed

Microsoft internet information server

Basic functionality provided by web servers

Processing HTTP request

Security services (Secure socket layer/transport layer security)

File Transfer protocol

Search engine

Data capture

Email

Site management tools

Processing of Http request

Receive and respond to client requests for H T M L pages

Security services

Verify username and password; process certificates and private/public key information required for credit card processing and other secure information

File transfer Protocol

Permits transfer of very large files from server to server

Search Engine

Indexing of site content; keyword search capability

Data Capture

Log file of all visits, time, duration, and referral source

Email

Ability to send, receive, and store e-mail messages

Site management tools

Calculate and display key site statistics, such as unique visitors, page requests, and origin of requests; check links on pages

Site management tools

Basic tool included in all web servers

• Verify that links on pages are still valid

• Identify orphan files

Third Party software for advanced management

• Monitor customer purhcases

• Marketing campaign Effectiveness

• Count hits and other statistic

Dynamic page generation

Content stored in database and fetched when needed

Common tools

COmmon gateway interface

Active server pages

Java server pages

Open db connectivity

Java db connectivity

What are advantages of dynamic page generations and disadvantage

Lower page design cost

Permit easy online market segmentation

Enable cost-free price discrimination

Enable content management system

SEARCH ENGINE CANT INDEX PAGES

Web application server

Provide specific business functionality required for a website

• Type of middleware

  • isolate business application from webserver and databases

• single function application replaced by integrated software tool that combine all functionality needed for e-commerce site

Online Catalog

List of product available on website

Shopping cart

Allow shopper to set aside,review,edit selections , and then make purchase

Credit card processing

Typically works in conjunction with shopping cart

verifies card and put through credit to company account at checkout

Merchant server software

Integrated environment include most of functionality needed

• shopping cart

• merchandise display

• order management

Key factor in selecting the right Merchant Server Software packages

• functionality

• support different business models

• Business process modeling tools

• Visual site management and reporting

• Performance and scalability

• Connectivity. toexisting business systems

• Compliance with standards

• Global and multicultural capability

• Local sales tax and shipping rules

Options for Merchant server Software

Small and medium

• Yahoo small business open source

Midrange

• IBM websphere commerce express

Highend

• IBM websphere professional/enterprise

Hardware platform

Underlying computing equpiment needed for e-commerce functionality

• enoguh plateform capcity to meet peak demand without wasting money

• factor that affect speed,capacity,scalability of a site

Factor in overall deamnd Hardware platform

• Number of simulaneously user in peak period

• Nature of user profile

• type of content(dynamic vs static web pages)

• Required security

• Number of item in inventory

• Number of page requests

• Speed of legacy applications

Scalability

• Ability of site to increase in size as demand warrants

Vertical Scalability

• Increase processing power of individual components

Use a faster computer

• depoy edge server,presentation server,data servers

Batch request

• Combine related request for data into groups process as group

Manage connections

• reduce connection between processes and computer to minimum

Aggregate user data

• aggregate user data from legacy application in single data pools

Horizontal Scalability

Employ multiple devices to share workload

Create a cluster of computers

• Use computer in parallel to balance loads

Use applicance server

• Use special purpose computer optimized for their task

Segment workload

• Segment incoming work to specialized computers

Cache

= Store frequently used data in cache rather than on the disk

Supply side of sizing hardware platform

Improve process architecture

outsource to cloud service or content delivery network

Separate static content from dynamic content

Use specialized server for each type of workload

Cache static content

Increase ram to gigabyte range and store static content in RAM

Cache database lookup tables

Use cache tables used to look up database records

Consolidate business logic on dedicated servers

Putting sopping cart,credit card processing, and other cpu-intensive activity on dedicated servers O

Optimize asp code

Examine your code to ensure it is operating efficently

Optimize databse schema

Examine your database search times and take step to reduce across times

Web site design

Basic Business consideration

• enabling customer to find and buy what they need

Tool for website optimization

• search engine placement

  • metatags,title content

  • identify market niches,localize site

  • Offer expertise

  • links

  • search engine ads

  • Local e-commerce

Search engine optimization

Achieving higher ranking for your website when a user does a search

• how many sites link to those who link to u

• how accurate search engine indexing is

E-Commerce website features that annoy customers

Requiring user to view ad or intro page before going to website content

Pop up and pop under ads and window

Too many click to get to content

Slow loading pages

Content is out of date

Inability to use browser back button

No contact informaiton available

Most important factor in successful ecommerce site dseign

Functionality

Informational

Ease of use

Redundant Navigation

Ease of Purchase

Multi browser functionality

Simple graphic

Legible text

Personalization tools

Ablity to treat people based on personal qualities prior history with site

Customization

ability to change product to better fit the needs of customer

Cookies

Primary method to achieve personalization

Information policy set

Privacy policy

Accessablity Rules

Privacy Policy

• statement declaring how site will treat personal informaiton gathered by site

Accessability

Objective that ensure disabled user can effeectively access site

M-Commerce software

MObile website

Mobile web app

Native app

Hybrid app

Feature that have to be taken into account when desigining a mobile presence

Hardware

Connectivity

Displays

Interface

Platform constraints

Graphic,File Sizes

Moible first design

Desktop web site design after moible design

Reponsive web design

Layout of sites adjust smoothly to device screen resolution/size

Adaptive web design

Layout of sites adjust to a small number of sizes depending on screen resolution/size

What the impact of CyberCrime

10.5 trillion $ annually

18 million a second

Data breach with the highest country

United States

Middle East

Canada

Germany

Japan

Who is the most affected by data breach

HealthCare

Financial
Pharamacuticals

What the global cybersecurity workforce

4 million job are not yet filled

Data Breach why does it cost so much

Stolen Money

Fraud

Reputational harm

Damage/Destruction of data

Who usually causes data breach and why

External and Financial Reason

Who are the main prepetrautors

Organized crime

How do they breach data

Lost and stolen asset

Social Engineering

Basic Web applicatoin affect

System intrusion

Tell some stats of verizon and secret service breach

2/3 of breaches not yet disclosed never will be

85% werent difficult

61% discovered by 3rd party

86% of victim had evidence of breach in log files

96% of breaches were avoidable through simple or intermediate controls

How long does it take for a firm to detect a data breach

Months

Why has Dwell time shorteneed

Ransomware