Technologies and Infrastructure for Ec

8/2/2019 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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