technologies and infrastructure for ec
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Technologyand
Infrastructurefor
E-Business
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Objectives of Unit Internet and Domain name system
Website development and Tools,Technologies
Applications on Internet and Web 2.0
Ecommerce site tools and technologies
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Internet
Public Network owned by multiple companies
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TCP/IP TCP: ensures two computers communicate in a reliable fashion
(acknowledgement system) IP: responsible for dividing message into packets, formatting
and addressing it Current version: IPv4 IP v4 uses four strings/numbers in the range 0-255 separated
by dots (Numerical address of the computer connected toInternet)
Eg: 172.16.13.11
Next generation Internet will use IPv6 (1015 addresses)
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TCP/IP Application Layer Application layer of TCP/IP has several
protocols used for web applications such as
FTP: File Transfer Protocol
http: Hypertext Transfer Protocol(WWW, Web
browser and web server communication)
SMTP, POP3: Email
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Domain Name system Domain name is letter addressing system in internet.
Has two parts- computer/ host name and top leveldomain that identifies the institute type.(.com, .edu,
.gov, .org) .info, .biz, .name are some of the new top level
domains (Total 22 TLDs)
Subdomains computer name, second level category
Domain names are issued on first come first servedbasis.
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Website Register a domain name (preferably
linked to your trademark or company
name)
Hire a webspace on a webserver
Develop webpages
Upload it (FTP software) and start yourwebsite running
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Web Server Functions Software program that allows the server to host
webpages and service to web clients Access control of pages and directories residing on
the server Run scripts or external programs to provide realtime
access to databases or other dynamic data Enable management and administration of contents
of site and server
Log transactions that users make
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Applications on Internet WWW (World wide Web)
Email
Search Engines
Blogs
Wiki Social Media
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WWW WWW refers to network of web pages and
applications running on the interenet
Web 2.0 Refers to current generation of Webwith collaborative tools and web contentmanagement tools
Current Generation Applications such asBlogs, Wikis are some collaborative tools thatform a part of Web 2.0
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Blog Short for web log
Is an online diary or comment which arrangescontent in reverse chronological order
Blogs provide commentary or news on a particularsubject
Can start a blog free by registering in any of the freeblog sites such as www.blogspot.com,
www.blogger.com wikidot.com,etc Companies use blog to create brand image, educate
consumers, take opinions, help resolve their queries,disaster communication
Some examples of Blogs: fightcorruption.wikidot.com, 123suds.blogspot.com
http://www.blogger.com/http://www.blogger.com/ -
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Features of a blog A blog has:
Posts
Profile
Links
Archives
Each post has: Date/Time
Title
Author
Comments
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BLOGGING Blogs are currently the province of the
young, with 92.4% of blogs created bypeople under the age of 30.
Tools that made it easy to publish
No need to know HTML
No need to know FTP
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Corporate Blog New medium to reach customers
FAQs for help
Allow customers to reach out directly tocompany
Corporate communication
Learning what customers say
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Wiki
Collaborative content development
Popular wikis: wikipedia(encyclopedia),
wikimapiaAllows users to add content which can
be edited by others
Wikis can be rolled back to previousedits
Problems with wikis: Prone to vandalism
http://thin%20client%20-%20wikipedia%2C%20the%20free%20encyclopedia.htm/http://thin%20client%20-%20wikipedia%2C%20the%20free%20encyclopedia.htm/ -
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Search Engines
Search Engines facilitate users to identify websitesand helps users to deal in information overload
Popular Search Engines: Google, Altavista, Lycos,Yahoo(both a directory and search engine), Bing
Search engines use programs called crawlers whichrepeated crawl on web and identify updates/newwebpages and index them
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How search engines rankwebpages
Google and most other web engines utilize not onlyPageRank but more than 150 criteria to determinerelevancy
Title tag, Keywords in meta tag, Frequency of words
Location of words
Link popularity
Reviewed sites
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Google PageRank
PageRank relies on the uniquely democratic nature of the webby using its vast link structure as an indicator of an individualpage's value.
Google interprets a link from page A to page B as a vote, bypage A, for page B.
Google looks at more than the sheer volume of votes, or links apage receives;
It also analyzes the page that casts the vote. Votes cast bypages that are themselves "important" weigh more heavily andhelp to make other pages "important.
A hyperlink to a page counts as a vote of support.
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Web page development Tools
Markup Languages: HTML, XML(standard descriptionof data in webpages and databases that makedifferent applications to share data)
Web page editors Dreamweaver, Microsoft .NET
CSS: Cascading Style Sheets : used for uniform lookand feel of the website and avoid recoding offormatting information.
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HTML vs XML
Plain English HTML XML
Uses predifined tags todefine the format of text
User can define tags tolabel the text
Subcompact Automobile
SUBCOMPACT
4 passenger 4 passenger 4
$16,800 $16,800 PriceCurrency=USD>$16,
800
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Client side Vs Server sidetechnologies
Sun Microsystems MicrosoftJava, Javascript,
AppletsActive X, VB script
Server side
javascript
Active Server
Pages
Client side
Server
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Server side scripts
Server side scripts are programsinstalled on server which are
responsible for fetching external datasuch as databases or other sources andpresent it dynamically to the user.
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Client Side scripting languages(what can Java scripts can do ?)
Client side form validation
Client side calculations
Client side lookup databases
Client side image maps
Providing intearctive feedback ormouseover help
Personalising a document before display
Manipulate applets or active X controls
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Cookies
Small Files created by webserver andstored by web browser on users
machine Used to provide personalised content to
users
Can be blocked by browsers
Can be misused privacy?
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Web Services
Web services are software components deliverable over internetthat enable one application to communicate with another. Byallowing applications to communicate and share data regardless
of OS, programming language and client device.
Useful for b2b applications
IBM Websphere and Microsoft .NET have incorporated
webservices tools in their development platforms
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Tools for Electronic Business
Web content Management Tools
Customer Tracking and PersonalisationTools
Website Performance Monitoring Tools
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Web content ManagementSystem(WCMS)
A WCMS is a software system used to collect,manage and control a dynamic collection of Webcontent (HTML documents, images and other forms
of media) on a website
Usually used to facilitate content management bydifferent users
Eg: Microsoft Office Sharepoint Server
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Web content ManagementTools: Features
Automated templates
(usually HTML and XML) that can be automatically applied tonew and existing content, allowing the appearance of allcontent to be changed from one central place.
Editing tools allowing non-technical individuals to create andedit content.
Content virtualization: WCMS software may provide a meansof allowing each user to work within a virtual copy of the entireWeb site, document set, and/or code base.
http://en.wikipedia.org/wiki/XMLhttp://en.wikipedia.org/wiki/XML -
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Web content ManagementTools: Features
Workflow management :A content creator can submit a writeup,but it is not published until the copy editor cleans it up and the editor-in-chief approves it.
Distributed Updation: CMS software allows for various user groupsto have limited privileges over specific content on the website,spreading out the responsibility of content management.
Document management: CMS software may provide a means ofmanaging the life cycle of a document from initial creation time,
through revisions, publication, archive, and document destruction.
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Customer Tracking andPersonalisation Tools
Helps in
Collecting and storing data on the behaviour of online customersand combining with back-end system
Analysing data in order to better understand the behaviour ofonline customers.
Identify customer preferences and trends
Must for online stores
Tools Clickstream tracking tools record click and page visited (before, in the site, after),
time spent, products purchased and store in a log along with data gatheredthrough forms
Collaborative tracking tools track user movements match with previous data andpredict user behaviour and makes recommendations. Eg: Amazon
Eg: Broadvisions ecommerce software
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Web site Performance MonitoringTools Helps analyse web page loading time, broken links,
most visited pages
Track number of users visited a page or access acontent
Simulate sites scalability by creating test site visitors
Eg: Webtrends, netintellect, Clicktale(track usersmouse movement on the sites pages and givesvideos of the same
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Web Analytics
Web analytics is the practice of measuring, collecting,
analyzing and reporting on Internet data for the
purposes of understanding how a web site is used by
its audience and how to optimize its usage
(definition by the Web Analytics Association)
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Popular Web Analytics software
Google Analytics
(External to servers, Uses cookies and
javascript code to analyze web traffic)
Urchin
(Server side software, uses Combination of
server logs, cookies, and javascript code in itsanalysis)
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Visitor A visitor is a unique individual user of a web
site.
Urchin evaluates the data to determine real
human users of the site. (there are lots ofnon-human visitors to the site such as webbots that help search engines to index a site)
Visitor analysis: New/returning visitors,visitors by source/referrals(used tounderstand how visitors come to our site,which search engine to buy keywords, search
term used by users
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Pageview vs Hit
A pageview is a request from a visitors browser for adisplayable web page. This does not count objects onthe pages, it only counts a page itself.
A hit is a successful request from a visitors browserfor ANY page element: images, media, scripts, etc.Can be used only to analyse load on the server
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Session
A session is a period of activity by an individualvisitor from entrance point to exit point.
Session wise analysis can provide useful data:
Examples total session, total pageviews, averagesessions per day, average pageviews per day, andaverage pageviews per session.
Others reports like: top entry pages, top exit pages,
bounce rate(number of sessions that began andended on the same page without going to any otherpages during the session.), Length of thesession(time)
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Traffic Analysis
By geographic locations
Browser and computer platforms the
users use
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Conversion rate
Conversion Rate
The number of goal conversions divided by
sessions Looks at whether your visitors have
completed some action specified as a goal.
Eg :How many visits to XYZ company resultedin a purchase of ABC product
goals on university website (admissions, ,filling out alumni registration form forms, etc
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Conversion Funnel
The series of pages leading up to thegoal page.
This analysis gives detailed analysis ofwhat % visitors exit the subpages in the
process of the goal and whatpercentage of users actually completedthe goal(conversion rate)
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Electronic commerce software (Retail/online
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Electronic commerce software (Retail/onlinestores)
Application to handle product presentation, orders,payments etc
Templates for creating storefront and catalog pages Electronic shopping cart
Web based order forms for secure transactions (SSL orSET)
Database for maintaining product descriptions and pricingand customer orders
Integration with third part s/w for calculating taxes,shipping costs and distribution and fulfillment
Eg: Microsofts commerce server
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Key Elements in a good website
Context: The sites layout and design, ease ofnavigation and use, page download speed
Content: High quality content that is up-to-date andfrequently updated
Commerce: Sites capability to enable commercialtransactions
Connection: Degree to which one site is linked toother sites
Communication: How the site enables site-to-usercommunication or two way
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Key elements in a website
Community: How the site enables user-to-user communication
Customisation: sites ability to be tailored todifferent users
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