Ec Unit v Intelligent Agents

7/25/2019 Ec Unit v Intelligent Agents

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INTELLIGENT AGENTSINTELLIGENT AGENTS


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DEFINITIONDEFINITION

Intelligent agents are computerprograms that possess aspects ofintelligence, and can act

independently of their usersThese programs can !e thought of

as autonomous applications actingon the initial instructions of theuser, in e"ect acting as an agent ofthe user


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What could an agentWhat could an agentdo?do?


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The agent #ill$The agent #ill$ gather enough information from the

customer%s acti&ities at the e'commercesite to determine the #ants and needs ofthat customer(

gather information regarding the decisionof the customer not to !uy a product(

determine the criteria to !e used indetermining #hen to alert the customer(

automatically and periodically re)uestinformation from the e'commerce siteregarding the products of interest to thecustomer(

alert the customer of information changeson the product*s+ of interest


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Agent basedAgent basedprogramming providesprogramming provides

three importantthree important

abstractions:abstractions: the autonomous agent a!straction(- the cogniti&e agent a!straction(

. the society of agents a!straction


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TheThe autonomous agentautonomous agenta!straction$a!straction$

Autonomy implies a!ility to ma/edecisions and to initiate actions#ithout direct human super&ision

This allo#s us to &ie# agents asentities that ha&e goals to achie&eand are capa!le of initiating actionsto achie&e their goals

Autonomy implies the e0istence ofother autonomous entities Thisallo#s us to see agents as mem!ersof a society of agents


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TheThe cognitive agentcognitive agent

a!straction$a!straction$ In e&eryday life, #e use a fol/ psychologyto e0plain and predict the !eha&ior ofcomple0 intelligent systems *such aspeople+

For E0$ 1aria intended to prepare herslides 2ane !elie&ed it #as raining

The intentional stance is a con&enient#ay of tal/ing a!out comple0 systems,

#hich allo#s us to predict and e0plaintheir !eha&ior #ithout ha&ing tounderstand ho# their mechanism actually#or/s


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TheThe society of agentssociety of agentsa!straction$a!straction$ To !e mem!ers of a society agents need

to communicate They need$ Shared transfer semantics$ Agents need to !e

a!le to share data *for e0ample, 3O45A, OLE,

etc+ Shared domain semantics$ Agents need to

share the semantics of the domain on #hichthey operate *for e0ample, ontology%s, processhand!oo/s, STE6, etc+

Shared tas/ communication semantics$ Agentsneed to share acti&ities to accomplish theirtas/s

Shared coordination semantics$ Agents needto coordinate their acti&ities


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Approaches toApproaches to

implementation.implementation.


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Architectures forArchitectures for

AgentsAgents Simple reex agentThe agent #or/s !y 7nding a rule

#hose condition matches the current situation, as de7ned!y perception, and then doing the action associated #iththe rule The agent has no memory

A reex agent with internal stateThe agent #or/s !y7nding a rule #hose condition matches the currentsituation, as de7ned !y perception and !y the stored

internal state, and then doing the action associated #ith therule The internal state acts as a memory and allo#s for a!etter selection of the rule to apply

An agent with explicit goalsThe agent has an e0plicitgoal, and #hen choosing an action it #ill select an actionthat achie&es the goal The decision process re)uires someplanning *8#hat #ill happen if I do action A8+ This agent is

more 9e0i!le than the simple re9e0 agent, and is capa!le ofachie&ing goals

A utility-based agentThe agent has a utility function thatmaps a state onto real num!er that descri!es ho# #ell theagent is performing This agent not only achie&es goals, !utit ma0imi:es some measure of performance


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ow to !esign andow to !esign and

"mplement Agents"mplement AgentsT#o ma;or approaches$procedural approach$ use a

scripting language or #rite

mo!ile code *such as 2a&aapplets+(

declarative approach$ de7ne a

uni&ersal agent communicationlanguage


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#rocedural approach#rocedural approach

A uni&ersal language is needed for allplatforms and applications

1a;or issues$

#ortability:scripts must rune&ery#here


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!eclarative approach!eclarative approach

Soft#are agents are soft#arecomponents that communicate #ith theirpeers !y e0changing messages in ane0pressi&e agent communicationlanguage The language must !esu=ciently e0pressi&e to communicateall sorts of information, !ut alsoreasona!ly compact

E0ample$ A46A >no#ledge Sharing E"ort

in #hich intercommunication !et#eenagents is performed using speech actsThis implements situated interactionsmore than ??intelligent%% !eha&ior inisolation


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There are t#o agent roles$There are t#o agent roles$

the Contractor A 3ontractor is anagent #ho has a plan to satisfysome goal, and needs resources

outside its direct control in order tocarry out that planthe Supplier In response to a call'

for'!ids, some Supplier agents mayo"er to pro&ide the re)uestedresources or ser&ices, for speci7edprices, o&er speci7ed time periods


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ESSENTIAL 64O6E4TIESESSENTIAL 64O6E4TIES

autonomy:agents operate #ithout directinter&ention of humans, and ha&e controlo&er their actions and internal state(

social ability$ agents interact #ith otheragents *and possi!ly humans+ &ia an agentcommunication language(

reactivity:agents percei&e theiren&ironment and respond in a timely andrational fashion to changes that occur in it(

pro-activeness:agents do not simply actin response to their en&ironment, they arecapa!le of ta/ing the initiati&e *generatetheir o#n goals and act to achie&e them+


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OT


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INTELLIGENT AGENTINTELLIGENT AGENT3A6A5ILITIES3A6A5ILITIES


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$onnectivity via:$onnectivity via:

T36'I6 soc/ets,4emote 1ethod In&ocation *41I+,

and3ommon O!;ect 4e)uest 5ro/er

Architecture *3O45A+


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#rotocols supported:#rotocols supported:

Foundation for Intelligent 6hysicalAgents *FI6A+

EnerTal/, de&eloped !y 3onnected

Energy 3orp>no#ledge @uery and 1anipulation

Language *>@1L+


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Security methodsSecurity methods

supported:supported:

Authentication using 6u!lic >ey3ryptography Standard *6>3S+

Encryption using symmetricencryption #ith TripleDESalgorithm


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!atabase %anagement!atabase %anagement

Data!ase )uery generationcompati!le #ith most commondata!ases including$

1icrosoft Access and S@LSer&er,D5-,1yS@L,

Oracle, andOther data!ases supported &ia2D53 dri&ers


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!ata Analysis!ata Analysis

Data &alidation ' 1issing or partialdata, user con7gura!le range&alidation

Forecasting ' On'going site electricload prediction using multi'&ariantregression

Assessment and trac/ing4eport generation ' Analysis of

hourly and daily results #ith a!ilityto e0port 3SB'formatted te0t 7les


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Autonomous &perationAutonomous &peration

Agent state monitoring Ca#areness

Agent state con7guration

managementAgent auto restart, state

reco&ery and synchroni:ation


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'raphical (ser "nterface'raphical (ser "nterface

)'("* Support)'("* Support5ro#ser'!ased ' GI access !y

#ay of an AppletStand alone ' GI access !y #ay of

an application installed locallye!'!ased ' 2a&a'!ased

application that allo#s full'featured

2a&a client applications to !elaunched, deployed, and updatedfrom a standard e! ser&er


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"ntelligent Agents as"ntelligent Agents as

#ersonal Assistants to a#ersonal Assistants to a

+inancial ,rader+inancial ,rader


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LI1ITATIONS OFLI1ITATIONS OF

INTELLIGENT AGENTSINTELLIGENT AGENTS


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As #ith any technology'!ased

solution, a num!er of limitationsand concerns e0ist regarding theusage of intelligent agents

No o&erall system controller$

-No glo!al perspecti&e$

.Trusting delegation$


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Applications that are highlyApplications that are highly

suited for intelligent agentsuited for intelligent agentusage are$usage are$Data 7ltering and analysisInformation !ro/ering3ondition monitoring and alarm

generationor/9o# management6ersonal assistanceSimulation and gaming


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Ad&antages of intelligentAd&antages of intelligent

agentsagents


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SE34ITSE34IT


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Security O&er&ie#Security O&er&ie#

3omputer security is the protection of assets fromunauthori:ed access, use, alteration, ordestruction

T#o types of security$

6hysical security$ 6hysical securityincludes tangi!le protectionde&ices, such as alarms and guards

- Logical security$ 6rotection of assetsusing nonphysical means is calledlogical security


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3omputer Security3omputer Security3lassi7cation3lassi7cation

Three computer security categories$Secrecy$ Secrecy refers to

protecting against unauthori:eddata disclosure and ensuring the

authenticity of the dataHs sourceIntegrity$ Integrity refers to

pre&enting unauthori:ed data

modi7cationNecessity$ Necessity refers topre&enting data delays or denials


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3omputer Security3omputer Security3lassi7cation3lassi7cation

An ea&esdropper is a person orde&ice that can listen in on andcopy Internet transmissions

6eople #ho #rite programs ormanipulate technologies to o!tain

unauthori:ed access tocomputers and net#or/s arecalled crac/ers or hac/ers


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Security 6olicy andSecurity 6olicy and

Integrated SecurityIntegrated Security

A security policy is a #ritten statementdescri!ing #hich assets to protect and#hy they are !eing protected, #ho is

responsi!le for that protection, and #hich!eha&iors are accepta!le and #hich arenot

The 7rst step an organi:ation must ta/e increating a security policy is to determine#hat assets to protect and from #hom


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Security 6olicy andSecurity 6olicy and

Integrated SecurityIntegrated SecuritySpeci7c elements of a security policy address the

follo#ing points$

Authentication$ ho is trying to accessthe electronic commerce site

Access control$ ho is allo#ed to log onto and access the electronic commercesite

Secrecy$ ho is permitted to &ie#selected information

Data integrity$ ho is allo#ed tochange data, and #ho is not

Audit$ ho or #hat causes selectede&ents to occur and #hen


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commerce Securitycommerce Security

"ssues"ssues>eeping your site and customer

data safe3ustomer Security$ 5asic

6rinciples1ost ecommerce merchants

lea&e the mechanics to their

hosting company or IT sta",!ut it helps to understand the!asic principles


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Any system has to meet fourAny system has to meet fourre)uirements$re)uirements$pri&acy$ information must !e /ept

from unauthori:ed partiesintegrity$ message must not !e

altered or tampered #ithauthentication$ sender and recipient

must pro&e their identities to eachother

non'repudiation$ proof is needed thatthe message #as indeed recei&ed


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6>I *pu!lic /ey6>I *pu!lic /eyinfrastructure+infrastructure+6ri&acy is handled !y encryption In

6>I message is encrypted !y apu!lic /ey, and decrypted !y a

pri&ate /eyThe pu!lic /ey is #idely distri!uted,

!ut only the recipient has thepri&ate /ey For authentication the

encrypted message is encryptedagain, !ut this time #ith a pri&ate/ey


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!igital Signatures and!igital Signatures and

$erticates$erticatesDigital signatures meet the needfor authentication and integrity

a plain te0t message is run

through a hash functionthe hash function and the plain

te0t encrypted #ith the recipient%s

pu!lic /ey is sent to the recipientThe recipient decodes the

message #ith their pri&ate /ey


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hat a!outhat a!outauthenticationauthentication3ustomer chec/s the digital

certi7catedigital document is issued !y the

3A *certi7cation authority$Berisign, Tha#te, etc+

Digital certi7cates are sold for

emails, e'merchants and #e!'ser&ers


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Secure Soc/et 0ayersSecure Soc/et 0ayers

Information sent o&er the Internetcommonly uses the set of rules called

T36CI6The information is !ro/en into pac/ets,

num!ered se)uentially, and an errorcontrol attached

Indi&idual pac/ets are sent !y di"erentroutes T36CI6 reassem!les them inorder

SSL uses 6>I and digital certi7cates toensure pri&acy and authentication


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SSL 64O3ED4ESSL 64O3ED4EThe client sends a message to the ser&er,

#hich replies #ith a digital certi7catesing 6>I, ser&er and client negotiate to

create session /eysThese session /eys are secret /eys

specially created for that particulartransmission

Once the session /eys are agreed,communication continues #ith these

session /eys and the digital certi7cates


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6eripheral 3omponent6eripheral 3omponentInterconnectInterconnect3redit card details can !e safely

sent #ith SSL, !ut once stored onthe ser&er they are &ulnera!le to

outsiders hac/ing into the ser&erand accompanying net#or/

A 63I *hard#are+ card is often

added for protection or anotherapproach SET *Secure ElectronicTransaction+ is used


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SET *Secure ElectronicSET *Secure ElectronicTransaction+Transaction+De&eloped !y Bisa and

1astercard, SET uses 6>I forpri&acy, and digital certi7cates to

authenticate the three parties$merchant, customer and !an/

sensiti&e information is not seen

!y the merchant, and is not /epton the merchant%s ser&er


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Fire#allsFire#alls

Fire#alls *soft#are or hard#are+protect a ser&er, a net#or/ andan indi&idual 63 from attac/ !y

&iruses and hac/ers1any companies use the1erberosprotocol2#hich uses

symmetric secret /eycryptography to restrict access toauthori:ed employees


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#ractical $onse3uences#ractical $onse3uences

store sensiti&e information andcustomer details on :ip'dis/s, aphysically separate 63

Al#ays /eep multiple !ac/'ups ofessential information, and ensurethey are stored safely o"'site

payment should !e made !yspeciallyencrypted chec/s and ordering soft#are
http://www.ecommerce-digest.com/b2b-ecommerce-r.htmlhttp://www.ecommerce-digest.com/b2b-ecommerce-r.htmlhttp://www.ecommerce-digest.com/b2b-ecommerce-r.htmlhttp://www.ecommerce-digest.com/b2b-ecommerce-r.html


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Security is a &e0ing, costly andcomplicated !usiness, !ut asingle lapse can !e e0pensi&e in

lost funds, records andreputation


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E5 5ASED 1A4>ETING JE5 5ASED 1A4>ETING J

ADBE4TISINGADBE4TISING


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1ar/et 1i0ing1ar/et 1i0ing


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,he 4 0ayers of a 565,he 4 0ayers of a 565

Web %ar/eting #lanWeb %ar/eting #lanOne #ay to thin/ a!out designing

a 5-5 technology #e! mar/eting

plan is as a series of layers, li/ean onion

At the core is SEOKsimply

ma/ing your #e!site 87nda!le8through organic search to !uyers#ho are loo/ing for #hat you

o"er


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Small companies and start'ups #ithmodest !udgets #ill focus most of theire"orts on the inner layers or rings, #hichare primarily designed for lead generation

As the company and its mar/eting !udgetgro#, e"orts can !e e0panded to the outerlayers

Ideally, a company e&entually reaches theouter layer #here pure !randing acti&ities

*such as print ad&ertising+ help toma0imi:e the e"ecti&eness of leadgeneration programs *such as SE1+ nearthe center of the circle


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Layer Search EngineLayer Search Engine

Optimi:ation *SEO+Optimi:ation *SEO+M of !-! !uyers use searchengines to research &endors #henma/ing a purchase decision

and M of clic/s are on organic

search results rather than paid lin/sSEO alone has the potential to

e0pose your company to half of allsales prospects

That ma/es SEOK/ey#ord research,meta tag and content optimi:ation,and lin/ !uildingKthe logicalstarting point for #e! mar/eting


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Le&el -$ Search EngineLe&el -$ Search Engine

1ar/eting *SE1+1ar/eting *SE1+running te0t ads on search engineso"ers potential e0posure toroughly another - of !uyers

Since Google is the dominantsearch engine, it%s Adords searchprogram is the place to start

then progressi&ely to ahoo Search

1ar/eting, ahoo%s contentnet#or/, 1SN Ad3enter, and 7nallyto 1icrosoft%s content net#or/

L l . I d 5 i


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Le&el . Industry5rainsLe&el . Industry5rains

5-c mar/eters ha&e a #ide &arietyof ad net#or/s to choose from, !utfor technology'focused !-!&endors, Industry5rains

This net#or/s ena!les you to runte0t and print ads across populartechnology #e!sites li/e 63

1aga:ine, Net#or/ orld, 63orld, Intelligent Enterprise,Informationee/ and Infoorld#ith a single !uy


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Le&el P hite 6aperLe&el P hite 6aper

Syndication and GuaranteedSyndication and GuaranteedLead Generation 6rogramsLead Generation 6rogramsGuaranteed lead gen programs

generally promise leads for dollars

These are also referred to as #hitepaper syndication programs as #hitepapers are most commonly used asthe incenti&e for response

Though primarily used for lead gen,these programs pro&ide some!randing !ene7t as #ell The )uality ofthe leads tends to impro&e as moretargeted media are used

L l M 5 Ad i iL l M 5 Ad ti i


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Le&el M$ 5anner Ad&ertisingLe&el M$ 5anner Ad&ertising

nli/e search mar/eting and targetednet#or/ ads, #hich are priced on a cost'per'clic/ *363+ !asis, !anner ad&ertising issold on a cost'per'thousand impressions*361+ !asis

hile net#or/ !uys are common in !-cmar/eting, !-! !anner ad&ertising isgenerally purchased directly from mediapu!lishers

5ecause of the lo# clic/'through rate of!anner ads, they are generally &ie#ed asprimarily !randing, secondarily leadgeneration

L l R E il 1 / iL l R E il 1 / ti


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Le&el R$ Email 1ar/etingLe&el R$ Email 1ar/eting

Email mar/eting comes in t#o&arieties$o E ne#sletter ad&ertising

o email !lasts to targeted, purchased*or rented+ lists


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Le&el $ e!inarLe&el $ e!inarSponsorshipsSponsorships1any pu!lications sell 8turn/ey8

#e!inar sponsorship pac/ages#here the pu!lisher pro&ides most *or all+ of the content,

promotes the #e!inar and deli&ers it( sponsoring &endors are then pro&ided

#ith contact information for allregistrants and attendees

Although #e!inar sponsorship isprimarily a lead generation acti&ity, it isin an outer layer of the #e! mar/eting


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Le&el $ 6rint Ad&ertisingLe&el $ 6rint Ad&ertising

Although &arious types of 8print'to'#e!8programs are o"ered, and somepu!lications o"er print ad&ertiserscompara!le space in their digital editionsat no e0tra charge, the &alue of printad&ertising is almost strictly !randing

5ecause companies #illing to in&est in printad&ertising are often percei&ed as industryleaders, this acti&ity de7nitely supports

online ad&ertising and other leadgeneration e"orts


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T6ES OF ADHST6ES OF ADHS

Floating ad$ An ad #hich mo&esacross the user%s screen or 9oatsa!o&e the content

E0panding ad$ An ad #hich changessi:e and #hich may alter thecontents of the #e!page

6olite ad$ A method !y #hich a large

ad #ill !e do#nloaded in smallerpieces to minimi:e the disruption ofthe content !eing &ie#ed

allpaper ad$ An ad #hich changes the! / d f th ! i i d


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!ac/ground of the page !eing &ie#edTric/ !anner$ A !anner ad that loo/s li/e a

dialog !o0 #ith !uttons It simulates an error

message or an alert6op'up$ A ne# #indo# #hich opens in front of

the current one, displaying an ad&ertisement,or entire #e!page

6op'under$ Similar to a 6op'p e0cept that the#indo# is loaded or sent !ehind the current#indo# so that the user does not see it untilthey close one or more acti&e #indo#s


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Bideo ad$ similar to a !anner ad,e0cept that instead of a static or

animated image, actual mo&ing&ideo clips are displayed

1ap ad$ te0t or graphics lin/ed

from, and appearing in or o&er, alocation on an electronic map suchas on Google 1aps

1o!ile ad$ an S1Ste0t or multi'

media message sent to a cell phone
http://en.wikipedia.org/wiki/SMShttp://en.wikipedia.org/wiki/SMS


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Interstitial ad$ a full'page ad thatappears !efore a user reachestheir original destination

In addition, ads containingstreaming &ideoorstreaming audioare !ecoming

&ery popular #ith ad&ertisers
http://en.wikipedia.org/wiki/Streaming_videohttp://en.wikipedia.org/wiki/Streaming_audiohttp://en.wikipedia.org/wiki/Streaming_audiohttp://en.wikipedia.org/wiki/Streaming_video


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ETINGETING

3O11NIT SAS3O11NIT SAS


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P 3HS OF 3O11NITP 3HS OF 3O11NIT


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3ontent$3ontent$

@uality content is a great #ay toattract the people #ho are needed toform the elusi&e community that your!rand is hoping #ill to help !uild

hen considering communityinitiati&es, there are three )uestionsto as/ yourself here #ill the content come from

- Does it pro&ide indisputa!le &alue. 3an a regular 9o# of )uality content !e

maintained

3


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3onte0t$3onte0t$

3onte0t means understanding ho# to meetpeople #here they are up and ser&ing upthe right e0perience at the right time

ell designed applications and functionalityha&e great opportunities to deli&er onconte0t

For e0ample, Face!oo/Hs recently updatedi6hone e0ample is perfectly designed forconte0tual usage in the go

3onte0t means in&esting time in /no#ingho# your users #ill #ant to engage #iththeir communityKthen ena!ling them to doso

3 i i3 ti it


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3onnecti&ity3onnecti&ity

Designing e0periences #hich supportthousands of micro'interactions means youare ma/ing a commitment &s trying toproduce a one'hit #onder

3ommunities can in theory !e the ne# 341

*3ustomer 4elationship 1anagement+, !utre)uire people to !e minding it3ommunity soft#are platforms such as

Li&e#orld soft#are o"er moderationser&ices

This should tell you that if youH&e in&estedin !uilding a community frame#or/, youneed to play host if youHre luc/y enough forguests to arri&e

3 i i3 ti it


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3ontinuity3ontinuity

3ommunities #hich thri&e often e&ol&eo&er time to meet the e&ol&ing needs ofusers

For E0$ 6ampers Billage #hich includesfunctionality such as a !a!y name7nder, parent !logs, forums and a non'traditional na&igation design #hich tagstopics and references rele&ant products

3ommunities such as this and others

need to !e 9e0i!le to e&ol&e o&er time#hile still pro&iding a &alua!le andconsistent user e0perience #hich can!e sustained o&er time


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Why e-mail mar/eting?Why e-mail mar/eting?


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P main reasons to chooseP main reasons to chooseemail mar/eting strategy$email mar/eting strategy$ It is ine0pensi&e$

Email mar/eting is a lo# cost method topromote any !usiness e"ecti&ely

Not li/e direct mail, there is nearly no material,production or postage charges

3ompared to direct mail, email mar/eting is -times reasona!le and you hardly ha&e to payas little as fraction of penny for each email

Email mar/eting helps you to practically

communicate #ith your present and potentialclients rather than inertly #aiting for &isitorsto come!ac/ to your #e!site or storefront


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- It is instant$

3ompared to other mar/eting tools, emailmar/eting has t#o ma;or ad&antagesFirstly, the independent tools ena!lesany!ody to create and send inducingemail ne#s'mails, announcements,o"ers and schemes etcSecondly, you get an instant responseThe call to action is e&ident$ 3lic/ here togain !ene7t for this schemeH or 3lic/ hereto learn more a!out the productH etc The

resulting response may ta/e around Phours of the time the emails are sent


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. It is measura!le$

4esults can !e measured easily#ith this e"ecti&e mar/eting tool

The results are clearly presented as

UopensV #hich sho#s the num!er ofpeople #ho sa# your ne#s letter

3T4s' 3lic/ Through 4ates, thissho#s ho# many people clic/ed thelin/ pro&ided in emails


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P It is simple$

For small and medium si:ed !usiness,

there are se&eral #e!'!ased emailmar/eting tools a&aila!le

1a;ority of them contain


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Email 1ar/eting StrategyEmail 1ar/eting Strategy

W In&ite customers to come !ac/ for!usinessW 3ampaign management X promote your

!usiness during 3hristmas,


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Search ngine %ar/etingSearch ngine %ar/eting

se Search Engine 1ar/eting to po#er your!usiness$ Le&erage your e! site as a Lead generation

machine Get Top ran/ings in Google, ahoo and 1SN

for your e!site%s >ey#ords Select >ey#ords that dri&e the most tra=c to

your site Optimi:e your Internet mar/eting campaigns to

meet speci7c re&enue or pro7t goals Get noticed !y the &ery prospects you are trying

to reach 3onnect to customers #hen they are see/ing

the products and ser&ices you sell3on&ert leads into ne# !usiness


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6urpose of Search Engines6urpose of Search Engines


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Search Loo/s SimpleSearch Loo/s Simple

5 t It% N t5 t It% N t


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5ut It%s Not5ut It%s Not

Inde0 Find 7les or records

Open each one and read it

Store each #ord in a searcha!le inde06ro&ide search forms

1atch the )uery terms #ith #ords inthe inde0

Sort documents !y rele&ance

Display results


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S h i 1 tl I i i!lS h i 1 tl I i i!l


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content

search

functionality

userinterfac

e

Search is 1ostly In&isi!leSearch is 1ostly In&isi!le

Li/e an ice!erg,-C. !elo# #ater

1a/ing a Searcha!le1a/ing a Searcha!le


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1a/ing a Searcha!le1a/ing a Searcha!leInde0Inde0Store te0t to search it later1any #ays to gather te0t

3ra#l *spider+ &ia


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4o!ot Inde0ing Diagram4o!ot Inde0ing Diagram

Sou


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hat the Inde0 Needshat the Inde0 Needs

5asic information for document orrecord

File name C 4L C record ID

Title or e)ui&alent

Si:e, date, 1I1E typeFull te0t of item

1ore metadata

6roduct name, picture ID 3ategory, topic, or su!;ect

Other attri!utes, for rele&ance ran/ing anddisplay

Si l I d DiSimple Inde Diagram


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Simple Inde0 DiagramSimple Inde0 Diagram

1ore 3omple0 Inde01ore 3omple0 Inde0


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1ore 3omple0 Inde01ore 3omple0 Inde06rocessing6rocessing

Search EngineSearch Engine


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Search EngineSearch Engine6ositioning6ositioning

sort the matching items, so the mostrele&ant ones appear 7rstSorting documentson &arious criteriaStart #ith #ords matching )uery terms

3an%t really know#hat the user #ants4ele&ance is hard to de7ne and situational

hat do people mean #hen they type U!an/V

First results are the most important

h S h ilh S h F il


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hy Searches Failhy Searches Fail

Empty searchNothing on the site on that topic

*scope+

1isspelling or typing mista/esBoca!ulary di"erences4estricti&e search defaults

4estricti&e search choicesSoft#are failure

! Sit N i Ie! Site Naming Issues


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e! Site Naming Issuese! Site Naming Issues

The legal and mar/eting aspects of e! sitenaming can !e complicated

O!taining identi7a!le names to use for !randedproducts on the e! is important

4L !ro/ers sell or auction domain names

The Internet 3orporation for Assigned Names andNum!ers *I3ANN+ maintains a list of accredited

domain name registrars


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Website !esign issuesWebsite !esign issues

Attracting NewAttracting New


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Attracting NewAttracting New

CustomersCustomersThe Internet o"ers an e0cellent

opportunity to pu!lici:e yourcompany or organi:ation to a

#orld#ide audienceIt gi&es the opportunity to sell

products and ser&ices to aninternational mar/et place

A web presenceA web presence


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A web presenceA web presence

The 7rst stage of de&eloping anInternet presence is often a small#e!site that gi&es good factualinformation a!out the company, itsproducts or ser&ices and thecompany contact information

The #e!site should ha&e the correct

%loo/ and feel%, gi&e the appropriateinformation and it should #or/ *no!ro/en lin/s, missing pages+

Company information /Company information /


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Company information /Company information /

customer servicecustomer servicee!sites are increasingly !eing

used as a contact pointThis may ;ust !e pro&iding the

contact telephone num!er, !utoften also an email address orcontact form

3ontact forms are increasingly

important #ith the recent e'commerce regulations in consent toemail mar/eting

On line CatalogueOn-line Catalogue


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On-line CatalogueOn-line Catalogue

An on'line catalogue is e"ecti&elythe #e!'!ased e)ui&alent of aglossy company catalogue

It pro&ides the potentialcustomer #ith product details,ena!ling them to contact thecompany to purchase the goodsor ser&ice re)uired

increases !rand a#areness

On-line paymentsOn-line payments


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p yp yAny #e!site that accepts online payments

must gi&e the user the full contact detailsof the !usiness, including the BAT num!erif rele&ant

There must also !e a clear indication of

prices and if rele&ant any deli&ery or ta0chargeshen accepting credit card payments, the

users credit card num!ers must not !e

emailed or entered into a #e!page unlessencryption or a secure ser&er is used


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Setting up an commerceSetting up an commerce

WebsiteWebsite

Setting up commerceSetting up commerce


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Setting up commerceSetting up commerce

Website !omain 7amesWebsite !omain 7amesnless you are adding

ecommerce functionality to anesta!lished #e!site you #ill ha&e

to thin/ a!out a domain nameThe #ords used in the domain

names can ha&e a ma;or impacton an ecommerce #e!site%sa!ility to get found in the searchengines

+inding an commerce+inding an commerce


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+inding an commerce+inding an commerce

Website ostingWebsite osting

$ompany$ompanyou must decide if you are going

to set up your ecommerce #e!siteon a shared or dedicated ser&er

Shared ser&ers are shared !yse&eral #e!sites#hile dedicated ser&ers ha&e only

one #e!site installed on themDedicated ser&ers cost much

more than shared ser&ers

,a/ing $redit $ard,a/ing $redit $ard


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,a/ing $redit $ard,a/ing $redit $ard

#ayments &nline#ayments &nlinecredit card transaction minimi:e

the amount of #or/ in&ol&ed inprocessing sales from the

#e!siteThe process of ta/ing online

payments is called a 83ardholdernot 6resent8 transaction

Shopping $art Setup onShopping $art Setup on


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Shopping $art Setup onShopping $art Setup on

commerce Websitescommerce Websites

This is the system that allo#s thecustomer to 7nd the products theyare see/ing and to ma/e thepurchase )uic/ly and e"ecti&ely

Online shopping carts also ha&eadministration areas that allo# thee' !usiness o#ner to log on and

ma/e changes to stoc/, prices,images, categories, shipping andpostage rates, etc

commerce Websitecommerce Website


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commerce Websitecommerce Website

Setup using &pen SourceSetup using &pen SourceSoftwareSoftwaregroups of people #ho contri!ute

to the de&elopment of soft#areapplications as &olunteers

The 7nished applications areo"ered for do#nload at nocharge

For E0$ &S$ommerceOne of the pro!lems #ith Open

Source soft#are is security


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Search ngineSearch ngine

&ptimi8ation )S&* on&ptimi8ation )S&* oncommerce Websitescommerce Websites6eople #on%t &isit your #e!site

unless they can 7nd it easily and

it%s on the 7rst couple of pages ofresults for the competiti&e searchterms

SEO is your !est chance soensure that your designers ha&ea trac/ record

9 common e-commerce9 common e-commerce


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9 common e commerce9 common e commerce

site mista/essite mista/es Too many dynamic pages that ta/e&alua!le seconds to loadV

- O&erestimating concurrent tra=c K andspending too much as a result

. No consideration of resol&ing performance

issues #ith soft#are rather than !uyingne# hard#are

P P Not ma/ing the site compati!le #ithmore than one e! !ro#ser

M M Failure to get outside feed!ac/ onusa!ility


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T O Y


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@E4IES @E4IES

Ec Unit v Intelligent Agents

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Transcript of Ec Unit v Intelligent Agents