Friedlein Maintaining and Evolving Successful Commercial Web Sites

Managing Change, Content, Customer Relationships, and Site Measurement
1. Auflage 2003
ISBN: 978-0-08-051064-4
Verlag: Elsevier Science & Techn.
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Englisch, 442 Seiten

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.

Autoren/Hrsg.

Friedlein, Ashley

Inhaltsverzeichnis

1;Front Cover;1
2;Maintaining & Evolving Successful Commercial Web Sites;6
3;Copyright Page;7
4;Contents;8
5;Preface;18
6;Part I: Change Management;26
6.1;Chapter 1. Reviewing and Reporting Progress;30
6.1.1;1.1 Management Summary;31
6.1.2;1.2 Progress Report;33
6.1.3;1.3 Risks and Issues;35
6.2;Chapter 2. Procedures for Managing Site Updates;40
6.2.1;2.1 Documentation;42
6.2.2;2.2 Contact Information;48
6.2.3;2.3 Categorizing Types of Change;49
6.2.4;2.4 Change Processes;52
6.2.5;2.5 Change and Update Requests;61
6.2.6;2.6 Scheduling Changes;65
6.2.7;Summary;70
7;Part II: Content Management;72
7.1;Chapter 3. Introducing Content Management;74
7.1.1;3.1 What Is Content Management?;74
7.1.2;3.2 Why Is Content Management Needed?;76
7.1.3;3.3 What Web Content Management Cannot Achieve;77
7.2;Chapter 4. Content Management in Action: A Practical Example;80
7.2.1;4.1 The Home Page;81
7.2.2;4.2 Content Collection, Management, and Publishing;86
7.2.3;4.3 Workflow;90
7.3;Chapter 5. Key Concepts and Building Blocks;96
7.3.1;5.1 Structuring Content;97
7.3.2;5.2 The Content Model;98
7.3.3;5.3 Content Objects and Classes;104
7.3.4;5.4 Content versus Functionality;107
7.3.5;5.5 Separation of Content and Presentation;107
7.3.6;5.6 Metadata;108
7.3.7;5.7 Templates;110
7.3.8;5.8 Personalization;113
7.3.9;5.9 XML;114
7.3.10;5.10 Content Life Cycle;117
7.3.11;5.11 Workflow;118
7.4;Chapter 6. Content Management Systems (CMS);122
7.4.1;6.1 What Is a Content Management System (CMS)?;122
7.4.2;6.2 Selecting a CMS;129
7.4.3;6.3 Evolving toward a CMS;152
7.5;Chapter 7. Tackling a Content Management Project;168
7.5.1;7.1 Project Clarification;169
7.5.2;7.2 Solution Definition;177
7.5.3;7.3 Project Specification;204
7.5.4;7.4 Content;207
7.5.5;7.5 Design and Construction;210
7.5.6;7.6 Testing, Launch, and Handover;212
7.5.7;7.7 Maintenance;214
7.5.8;7.8 Review and Evaluation;217
7.5.9;Summary;220
8;Part III: Customer Relationship Management;222
8.1;Chapter 8. A CRM Primer;224
8.1.1;8.1 What Is Customer Relationship Management (CRM)?;224
8.1.2;8.2 eCRM: The Digital Opportunity;225
8.1.3;8.3 The Business Case;230
8.1.4;8.4 Customer Value;232
8.1.5;8.5 The Single Customer View;238
8.2;Chapter 9. Understanding Your Users;242
8.2.1;9.1 Segmentation;243
8.2.2;9.2 Customer Data;255
8.3;Chapter 10. Personalization;266
8.3.1;10.1 What Personalization Is and What It Promises;267
8.3.2;10.2 What We've Learned So Far;268
8.3.3;10.3 How to Personalize;270
8.4;Chapter 11. Community;278
8.4.1;11.1 What Community Is and What It Promises;278
8.4.2;11.2 What We've Learned So Far;279
8.5;Chapter 12. Customer Service;284
8.5.1;12.1 What Online Customer Service Is and What It Promises;285
8.5.2;12.2 What We've Learned So Far;286
8.5.3;Summary;292
9;Part IV: Site Measurement;294
9.1;Chapter 13. The Promises and Challenges of Web Site Measurement;296
9.1.1;13.1 Promises;296
9.1.2;13.2 Challenges;298
9.2;Chapter 14. The Evolution of E-intelligence;300
9.2.1;14.1 The Arrival and Development of E-metrics;300
9.2.2;14.2 Increasing Sophistication and Customer-Centricity;302
9.3;Chapter 15. Measurement Approaches and Techniques;308
9.3.1;15.1 Site-Centric Measurement;308
9.3.2;15.2 User-Centric Measurement;330
9.4;Chapter 16. Reporting and Analysis;340
9.4.1;16.1 Defining a Measurement Framework;340
9.4.2;16.2 The Importance of Analysis;347
9.4.3;16.3 Design for Analysis;348
9.4.4;16.4 Choosing a Measurement Tool;352
9.4.5;16.5 Report Scheduling and Distribution;356
9.4.6;16.6 Example Reports;357
9.5;Chapter 17. How to Improve a Web Site;366
9.5.1;17.1 Get the Basics Really Right;367
9.5.2;17.2 A Combined Hard and Soft Approach;369
9.5.3;17.3 Content Management;370
9.5.4;17.4 Improving the Moments of Truth;371
9.5.5;17.5 Usability;380
9.5.6;17.6 Viral Marketing Tools;386
9.5.7;17.7 E-commerce;389
9.6;Chapter 18. Tackling a Web Site Measurement Project;392
9.6.1;18.1 Tactical Initiatives;392
9.6.2;18.2 Process for Medium to Large Projects;396
9.6.3;18.3 Project Clarification;397
9.6.4;18.4 Solution Definition;400
9.6.5;18.5 Project Specification;403
9.6.6;18.6 Content;405
9.6.7;18.7 Design and Construction;406
9.6.8;18.8 Testing, Launch, and Handover;407
9.6.9;18.9 Maintenance;409
9.6.10;18.10 Review and Evaluation;411
9.6.11;Summary;412
10;Resources;414
10.1;Companion Site;414
10.2;Recommended Reading;416
10.3;Recommended Sites;419
10.4;Product Vendors;423
11;Index;428