Maintaining and Evolving Successful Commercial Web Sites (eBook)

Managing Change, Content, Customer Relationships, and Site Measurement

Ashley Friedlein (Autor)

eBook Download: PDF

2003 | 1. Auflage
442 Seiten
Elsevier Science (Verlag)
978-0-08-051064-4 (ISBN)

Infos

Ashley Friedlein's first book, Web Project Management: Delivering Successful Commercial Web Sites, became a bestseller and an essential reference for Web professionals developing new sites. Maintaining and Evolving Successful Commercial Web Sites addresses the realities of successful sites today, namely the notion that maintaining and evolving a site is actually a bigger commitment than launching it. Management wants to maximize returns and obtain reliable performance data, customers demand better service and insist on sites that are more advanced yet easier to use, and the Web site must increasingly be integrated with the entire business even as the amount of information it handles continues to grow.

Maintaining and Evolving Successful Commercial Web Sites focuses more on process, reality, and pragmatism and less on strategic theory. It provides the reader with the knowledge, tools, approaches, and processes to manage key site maintenance and evolution projects, providing answers to the following questions:

*How can I better manage changes and updates to the Web site?
*How can I scale up to allow more contributions to the site and more content and still maintain quality and control?
*What is content management and how do I go about it?
*How do I go about personalization or community building?
*What is Customer Relationship Management (CRM) and how do I actually do it online?
*How do I measure and report on how well the site is doing?
*How do I avoid information overload?
*How do I maximize the value the site creates?

The book includes case studies to demonstrate candidly how the issues discussed in the book translate into reality.

*Case studies show candidly how the issues discussed translate into reality.
*Describes content management & Customer Relationship Management (CRM) how to go about implementing them.
*Teaches how to measure & report on how well the site is doing, how to avoid information overload, & how to maximize the value the site creates.

Inhalt

Front Cover 1
Maintaining & Evolving Successful Commercial Web Sites
Copyright Page 7
Contents 8
Preface 18
Part I: Change Management 26
Chapter 1. Reviewing and Reporting Progress 30
1.1 Management Summary 31
1.2 Progress Report 33
1.3 Risks and Issues 35
Chapter 2. Procedures for Managing Site Updates 40
2.1 Documentation 42
2.2 Contact Information 48
2.3 Categorizing Types of Change 49
2.4 Change Processes 52
2.5 Change and Update Requests 61
2.6 Scheduling Changes 65
Summary 70
Part II: Content Management 72
Chapter 3. Introducing Content Management 74
3.1 What Is Content Management? 74
3.2 Why Is Content Management Needed? 76
3.3 What Web Content Management Cannot Achieve 77
Chapter 4. Content Management in Action: A Practical Example 80
4.1 The Home Page 81
4.2 Content Collection, Management, and Publishing 86
4.3 Workflow 90
Chapter 5. Key Concepts and Building Blocks 96
5.1 Structuring Content 97
5.2 The Content Model 98
5.3 Content Objects and Classes 104
5.4 Content versus Functionality 107
5.5 Separation of Content and Presentation 107
5.6 Metadata 108
5.7 Templates 110
5.8 Personalization 113
5.9 XML 114
5.10 Content Life Cycle 117
5.11 Workflow 118
Chapter 6. Content Management Systems (CMS) 122
6.1 What Is a Content Management System (CMS)? 122
6.2 Selecting a CMS 129
6.3 Evolving toward a CMS 152
Chapter 7. Tackling a Content Management Project 168
7.1 Project Clarification 169
7.2 Solution Definition 177
7.3 Project Specification 204
7.4 Content 207
7.5 Design and Construction 210
7.6 Testing, Launch, and Handover 212
7.7 Maintenance 214
7.8 Review and Evaluation 217
Summary 220
Part III: Customer Relationship Management 222
Chapter 8. A CRM Primer 224
8.1 What Is Customer Relationship Management (CRM)? 224
8.2 eCRM: The Digital Opportunity 225
8.3 The Business Case 230
8.4 Customer Value 232
8.5 The Single Customer View 238
Chapter 9. Understanding Your Users 242
9.1 Segmentation 243
9.2 Customer Data 255
Chapter 10. Personalization 266
10.1 What Personalization Is and What It Promises 267
10.2 What We've Learned So Far 268
10.3 How to Personalize 270
Chapter 11. Community 278
11.1 What Community Is and What It Promises 278
11.2 What We've Learned So Far 279
Chapter 12. Customer Service 284
12.1 What Online Customer Service Is and What It Promises 285
12.2 What We've Learned So Far 286
Summary 292
Part IV: Site Measurement 294
Chapter 13. The Promises and Challenges of Web Site Measurement 296
13.1 Promises 296
13.2 Challenges 298
Chapter 14. The Evolution of E-intelligence 300
14.1 The Arrival and Development of E-metrics 300
14.2 Increasing Sophistication and Customer-Centricity 302
Chapter 15. Measurement Approaches and Techniques 308
15.1 Site-Centric Measurement 308
15.2 User-Centric Measurement 330
Chapter 16. Reporting and Analysis 340
16.1 Defining a Measurement Framework 340
16.2 The Importance of Analysis 347
16.3 Design for Analysis 348
16.4 Choosing a Measurement Tool 352
16.5 Report Scheduling and Distribution 356
16.6 Example Reports 357
Chapter 17. How to Improve a Web Site 366
17.1 Get the Basics Really Right 367
17.2 A Combined Hard and Soft Approach 369
17.3 Content Management 370
17.4 Improving the Moments of Truth 371
17.5 Usability 380
17.6 Viral Marketing Tools 386
17.7 E-commerce 389
Chapter 18. Tackling a Web Site Measurement Project 392
18.1 Tactical Initiatives 392
18.2 Process for Medium to Large Projects 396
18.3 Project Clarification 397
18.4 Solution Definition 400
18.5 Project Specification 403
18.6 Content 405
18.7 Design and Construction 406
18.8 Testing, Launch, and Handover 407
18.9 Maintenance 409
18.10 Review and Evaluation 411
Summary 412
Resources 414
Companion Site 414
Recommended Reading 416
Recommended Sites 419
Product Vendors 423
Index 428

Produkt-Details

• Erscheint lt. Verlag: 3.1.2003
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber
• Themenwelt: Informatik ► Office Programme ► Outlook
• Themenwelt: Mathematik / Informatik ► Informatik ► Web / Internet
• Themenwelt: Technik ► Maschinenbau
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-08-051064-7 / 0080510647
• ISBN-13: 978-0-08-051064-4 / 9780080510644