Chap-1 (INTRODUCTION TO WEBX.0) Web X.0 Module 1

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Web X.0 (MU-Sem 6-IT) (INTRODUCTION TO WEBX.0)….Page no. (1-1)
MODULE 1 INTRODUCTION TO WEBX.0
CHAPTER 1
University Prescribed Syllabus w.e.f Academic Year 2021-2022
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 Chater Ends .............................................................................................................................................................. 1-54
(MU-New Syllabus w.e.f academic year 21-22)(M6-104) Tech-Neo Publications...A SACHIN SHAH Venture
 Four design essentials of a Web 1.0 site include:

 1.1 EVOLUTION OF WEBX.0
1. Static pages.
World Wide Web is the primary tool used by billions of 2. Content is served from the server’s file system.
people to share, read, and write information to interact with 3. Pages built using Server Side Includes or
other people via internet. World Wide Web made much Common Gateway Interface (CGI).
progress since its advent. In this section, we will be sharing 4. Frames and Tables are used to position and align
a brief idea of the evolution happened in web from web 1.0 the elements on a page.
to 2.0 and to web 3.0.
 1.1.2 Web2.0
 Web 2.0 refers to worldwide websites which highlight

user-generated content, usability, and interoperability
for end users.
 Web 2.0 is also called the participative social web.
 It does not refer to a modification to any technical
specification, but to modify the way Web pages are
designed and used.
 The transition is beneficial but it does not seem that
when the changes occur.
 Interaction and collaboration with each other are
allowed by Web 2.0 in a social media dialogue as the
(1A1)Fig. 1.1.1 : Evolution of WebX.0
creator of user-generated content in a virtual
 1.1.1 Web1.0 community.
 The web browser technologies are used in Web 2.0
 Web 1.0 refers to the first stage of the World Wide
development and it includes AJAX and JavaScript
Web evolution.
frameworks.
 Earlier, there were only a few content creators in Web
1.0 with a huge majority of users who were consumers  Five major features of Web 2.0
of content. 1. Free sorting of information, permits users to retrieve

 Personal web pages were common, consisting mainly and classify the information collectively.
of static pages hosted on ISP-run web servers, or on 2. Dynamic content that is responsive to user input.
free web hosting services. 3. Information flows between the site owner and site users
 In Web 1.0, advertisements on websites while surfing by means of evaluation & online commenting.
the internet were banned. 4. Developed APIs to allow self-usage, such as by a
 Also, in Web 1.0, Ofoto was an online digital software application.
photography website, on which users could store, share, 5. Web access leads to concern different, from the
view, and print digital pictures. traditional Internet user base to a wider variety of users.
 Web 1.0 is a content delivery network (CDN) that
enables the showcase of the piece of information on the  1.1.3 Web3.0
websites. It can be used as a personal website.
 It refers to the evolution of web utilization and
 It costs the user as per pages viewed. It has directories interaction which includes altering the Web into a
that enable users to retrieve a particular piece of database.
information.
 It enabled the up-gradation of the back-end of the web, content through search and analysis based on the
after a long time of focus on the front-end (Web 2.0 has capability to comprehend the meaning of words, rather
mainly been about AJAX, tagging, and another front- than on keywords or numbers.
end user-experience innovation). 2. Artificial Intelligence
 Web 3.0 is a term that is used to describe many
Combining this capability with natural language
evolutions of web usage and interaction among several
processing, in Web 3.0, computers can distinguish
paths. In this, data isn’t owned but instead shared, information like `humans in order to provide faster and
where services show different views for the same web /
more relevant results. They become more intelligent to
the same data.
fulfill the requirements of users.
 The Semantic Web (3.0) promises to establish “the
3. 3D Graphics
world’s information” in a more reasonable way than
Google can ever attain with their existing engine The three-dimensional design is being used widely in
schema. This is particularly true from the perspective websites and services in Web 3.0. Museum guides,
of machine conception as opposed to human computer games, e-commerce, geospatial contexts, etc.
understanding. are all examples that use 3D graphics.
 The Semantic Web necessitates the use of a declarative 4. Connectivity

ontological language like OWL to produce domain- With Web 3.0, information is more connected thanks to
specific ontologies that machines can use to reason semantic metadata. As a result, the user experience
about information and make new conclusions, not evolves to another level of connectivity that leverages
simply match keywords. all the available information.
Below are 5 main features that can help us define 5. Ubiquity
Web 3.0 : Content is accessible by multiple applications, every
1. Semantic Web device is connected to the web, the services can be used
The succeeding evolution of the Web involves the everywhere.
Semantic Web. The semantic web improves web
technologies in demand to create, share and connect
 1.1.4 Comparison between Web 1.0, Web 2.0 and Web 3.0
Web 1.0 Web 2.0 Web 3.0
Definition (According Read-only Read-write Read-write-execute

to Tim Berners-Lee)
Technologies  File and Web Servers  Ajax and JavaScript  Semantic Searching
associated with the era
 Content and Enterprise frameworks  Knowledge Bases
Portals  Adobe Flex  Ontologies
 Search Engines  Enterprise Java,  Personal Intelligent
(AltaVista, Yahoo!) Microsoft.NET Digital Assistants
 E-mail (Yahoo!, Hotmail) Framework (Server side)
 P2P File Sharing  Blogs
(Napster, BitTorrent)  Wikis
 Publish and Subscribe  Instant Messaging
Technologies
Web 1.0 Web 2.0 Web 3.0
Precedence Order First Stage Second Stage Third Stage
Type of Web Simply Web Social Web Semantic Web
No. of users Millions Billions Trillons
Basic concept Connect information Connect people Connect knowledge
Associated websites CNN Flikr, YouTube, Blogger Google Maps, My Yahoo!
Years 1990-2000 2000-2010 2010-2020

Features  Hyper linking and  Better interaction.  Smart, web based
bookmarking on pages.  Includes functions like applications and
 No communication Video streaming, Online functionalities.
between server and user. documents, etc.  An amalgamation of Web
 Websites were Static.  Introduction of web technology and
Knowledge
 It allowed only browsing applications.
Representation (KR).
of content.  Everything becomes
online and stores on
servers.
 1.1.5 Web 4.0  1.1.6 Web 5.0
 Web 4.0 can be considered as an Ultra-Intelligent  Web 5.0 is still an underground idea in progress and
Electronic Agent, Symbiotic web and Ubiquitous web. there is no exact definition of how it would be.
 Interaction between humans and machines was motive  Web 5.0 can be considered as Symbiotic web,
behind the symbiotic web. It is powerful as human decentralized i.e. it is not possible to have a Personal
brain. Server (PS) for any personal data or information stored
on the net, and people tries to get interconnected via
 Progress in the development of telecommunication,
Smart Communicator (SC), like Smart phones,
advancement on nanotechnology in the world and
controlled interfaces are using web 4.0.  Tablets or Personal Robots which is represented as its
own avatar inside the SC, will be able to surf alone in
 In simple words, machines would be clever on reading
the 3D Virtual world of the Symbiotic.
the contents of the web, and react in the form of
executing and deciding what to execute first to load the  The Symbiotic servers will be able to use a part of
websites fast with superior quality and performance "memory and calculation power" of each
and build more commanding interfaces. interconnected SC, in order to calculate the billions and
billions needed data to build the 3D world, and to feed
 Web 4.0 will be read write concurrency web. It ensures
its Artificial Intelligence surf alone.
global transparency governance, distribution,
participation, collaboration in to key communities such  Currently the Web is "emotionally" neutral: do not feel
as industry, political, social and other communities. the user perceives. The company Emotive Systems has
created neuro-technology through headphones that
 Web OS will be such as a middleware in which it will
allow users to interact with content that meets their
start functioning like an operating system. Web OS will
emotions or change in real time facial expression an
be parallel to the human brain and implies a massive
"avatar".
web of highly intelligent interaction.
 1.2 WEB ANALYTICS 2.0 2. Personalize the site to customers who visit it
repeatedly.
 If you’re a developer who runs their own site, or you 3. Monitor the amount of money individual
have a blog hosted on a blogging platform, it’s likely customers or specific groups of customers spend.
that you’ll be well aware of web analytics.
4. Observe the geographic regions from which the
 And while awareness of this extremely useful tool is most and the least customers visit the site and
good, many people don’t quite know how to fully purchase specific products.
harness the power of web analytics.
5. Predict which products customers are most and
 The first thing that springs to mind when starting a least likely to buy in the future.
website is how many visitors you will get. And the next
 The objective of web analytics is to serve as a business
step involves how these visitors might be converted
metric for promoting specific products to the customers
into paying customers. At the end of the day, you want
who are most likely to buy them and to determine
to understand the people who are coming to your site,
which products a specific customer is most likely to
and anticipate their needs and desires.
purchase. This can help improve the ratio of revenue to
 Web analytics is a powerful tool for any business with marketing costs.
a website or an online presence. By monitoring how
 In addition to these features, web analytics may track
prospective customers and visitors interact with your
the clickthrough and drilldown behavior of customers
online resources, you can move on to tailoring these
within a website, determine the sites from which
experiences with the aim of increasing your sales,
customers most often arrive, and communicate with
clicks, and conversions.
browsers to track and analyze online behavior. The
 On the surface, it can seem like a really daunting world results of web analytics are provided in the form of
to negotiate and explore. However, there are many tables, charts and graphs.
different resources out there that can help you make
sense of web analytics.  1.2.2 Web Analytics Process
 1.2.1 Introduction to Web Analytics The web analytics process involves the following steps
as depicted in Fig. 1.2.1.
 Web analytics is the process of analyzing the behavior
of visitors to a website. This involves tracking,
reviewing and reporting data to measure web activity,
including the use of a website and its components, such
as webpages, images and videos.
 Data collected through web analytics may include
traffic sources, referring sites, page views, paths taken
(1A2)Fig. 1.2.1 : Web Analytics Process
and conversion rates. The compiled data often forms a
part of customer relationship management analytics 1. Setting goals : The first step in the web analytics
(CRM analytics) to facilitate and streamline better process is for businesses to determine goals and the end
business decisions. results they are trying to achieve. These goals can
 Web analytics enables a business to retain customers, include increased sales, customer satisfaction and brand
attract more visitors and increase the dollar volume awareness. Business goals can be both quantitative and
each customer spends. qualitative.
 Analytics can help in the following ways : 2. Collecting data : The second step in web analytics is
the collection and storage of data. Businesses can
1. Determine the likelihood that a given customer
collect data directly from a website or web analytics
will repurchase a product after purchasing it in the
tool, such as Google Analytics. The data mainly comes
past.
from Hypertext Transfer Protocol requests including 2. On-site web analytics
data at the network and application levels and can be
 On-site web analytics refers to a narrower focus
combined with external data to interpret web usage. For
that uses analytics to track the activity of visitors
example, a user's Internet Protocol address is typically
to a specific site to see how the site is performing.
associated with many factors, including geographic
 The data gathered is usually more relevant to a
location and clickthrough rates.
site's owner and can include details on site
3. Processing data ; The next stage of the web analytics
engagement, such as what content is most
funnel involves businesses processing the collected
popular.
data into actionable information.
 Two technological approaches to on-site web
4. Identifying key performance indicators (KPIs) : In
analytics include log file analysis and page
web analytics, a KPI is a quantifiable measure to
tagging.
monitor and analyze user behavior on a website.
 Log file analysis, also known as log
Examples include bounce rates, unique users, user
sessions and on-site search queries. management, is the process of analyzing data
gathered from log files to monitor, troubleshoot
5. Developing a strategy : This stage involves
and report on the performance of a website. Log
implementing insights to formulate strategies that align
files hold records of virtually every action taken
with an organization's goals. For example, search
on a network server, such as a web server, email
queries conducted on-site can help an organization
server, database server or file server.
develop a content strategy based on what users are
searching for on its website.  Page tagging is the process of adding snippets of
code into a website's Hyper Text Markup
6. Experimenting and testing : Businesses need to
Language code using a tag management system to
experiment with different strategies in order to find the
track website visitors and their interactions across
one that yields the best results. For example, A/B
the website. These snippets of code are called
testing is a simple strategy to help learn how an
tags. When businesses add these tags to a website,
audience responds to different content. The process
they can be used to track any number of metrics,
involves creating two or more versions of content and
such as the number of pages viewed, the number
then displaying it to different audience segments to
of unique visitors and the number of specific
reveal which version of the content performs better.
products viewed.
 1.2.3 Types of Web Analytics
 1.2.4 Web Analytics Tools
The two main categories of web analytics are off-site
 Web analytics tools report important statistics on a
web analytics and on-site web analytics.
website, such as where visitors came from, how long
1. Off-site web analytics they stayed, how they found the site and their online
activity while on the site.
 The term off-site web analytics refers to the
practice of monitoring visitor activity outside of  In addition to web analytics, these tools are commonly
an organization's website to measure potential used for product analytics, social media analytics and
audience. marketing analytics.
 Off-site web analytics provides an industrywide  Some examples of web analytics tools include the
analysis that gives insight into how a business is following :
performing in comparison to competitors. 1. Google Analytics : Google Analytics is a web
 It refers to the type of analytics that focuses on analytics platform that monitors website traffic,
data collected from across the web, such as social behaviours and conversions. The platform tracks
media, search engines and forums. page views, unique visitors, bounce rates, referral
Uniform Resource Locators, average time on-site, collection, storage, processing, and analysis of click-
page abandonment, new vs. returning visitors and level data on your website. Webtrends, Google
demographic data. Analytics, and other Clickstream products provide
2. Optimizely : Optimizely is a customer experience click-level data. Clickstream data is also foundational;
and A/B testing platform that helps businesses test it aids in the measurement of pages and campaigns, as
and optimize their online experiences and well as the analysis of all types of site behaviour:
marketing efforts, including conversion rate Bounce Rate, Sources, Visits, Visitors, Time on Site,
optimization. Page Views, and many more.
3. Kissmetrics : Kissmetrics is a customer analytics  Multiple Outcome Analysis : Measuring Outcomes

platform that gathers website data and presents it entails linking customer behaviour to the company's
in an easy-to-read format. The platform also objectives. The most effective application of web
serves as a customer intelligence tool, as it enables analytics will be to link outcomes to earnings and
businesses to dive deeper into customer behavior bonuses for your report recipients. Only three types of
and use this information to enhance their website outcomes are attempted to be delivered by a website:
and marketing campaigns. Boost revenue; cut costs; and improve customer
satisfaction and loyalty. Regardless of whether your
4. Crazy Egg : Crazy Egg is a tool that tracks where
website is for ecommerce, tech support, social media,
customers click on a page. This information can
or just general propaganda, everything you do on it
help organizations understand how visitors
must deliver on these three Outcomes.
interact with content and why they leave the site.
The tool tracks visitors, heatmaps and user session  Experimentation and Testing : We can improve the
recordings. services on web by running live experiments on the
websites. Businesses can initially post several ideas on
 1.2.5 Web Analytics 2.0 Model their websites to collect feedback and responses from
their clients. The services and products can be launched
Fig. 1.2.2 illustrates the model for web analytics 2.0.
offline based on the customer response. With
experimentation and testing, there is less chance of
failure.
 Voice of Customer : The information gathered by the
web analytics tool is limited to the pages that visitors
visited, the content they accessed, the products they
purchased, the services they subscribed to, and so on. If
a user leaves a page, though, you must determine what
kind of information he or she was looking for. In this
scenario, the customer's voice is important. Customers'
feedback can be gathered using an online survey.
 Competitive Intelligence : Competitive intelligence
means analysing competitors by assessing their
strengths and weaknesses. You must also analyse the
business strategies of your competitors for long-term
business growth. Comparing your performance to that
of your competitors allows you to develop your
(1A3)Fig. 1.2.2 : Web Analytics 2.0 Model services and create unique and relevant features and
functions for your customers.
Let’s elaborate each of the terms shown in Fig. 1.2.2.
 Clickstream : The term "clickstream" refers to the
 1.2.6 Clickstream Analysis  Pageviews : Refers to the instance of an Internet user

visiting a particular page on a site. A pageview is
 Clickstream analytics is the process of collecting, recorded whenever a full page of your website is
analyzing and reporting aggregate data regarding pages viewed or refreshed.
a user visits on a website and the order in which they
 Time on Page : It represents the time spent on each
visit them.
page of a website. It is calculated by dividing the total
 The path a user takes through a website is called the time that visitors spend on a website to the total number
click stream. of visits.
 There are two levels of clickstream analysis :  Time on Site : It is calculated by taking the timestamp
1 Traffic Analytics : Traffic analytics operates at of the final page of the visit (the Exit Page), and
the server level and tracks how many pages are subtracting the timestamp of the first page.
served to the user, how long it takes each page to  Bounce Rate : Also called an exit rate. It refers to the
load, how often the user hits the browser’s back or percentage of visitors who leave a website without
stop button and how much data is transmitted visiting more than one page of the website. The bounce
before the user moves on. rate for a website must be as minimum as possible.
2. Ecommerce Analytics : E-commerce-based High bounce rate means that the content of the website
analysis uses clickstream data to determine the is not relevant for visitors.
effectiveness of the site in conversions/  Conversion Rate : It is the total number of visitors to a
transactions. website who turn into the customers or subscribers.
 Benefits of click stream include :  Engagement : The ability of a website to draw the
1. Identify customer trends attention of a user or visitor is engagement. The content
2. Discover new mediums of the website must be unique and attractive such that
the visitor gets what he/she is looking for from the
3. Increase conversion
website. Engagement includes the frequency of visits,
4. Understand user behavior user action, pages visited per session and average
 1.2.7 Terms Associated with Clickstream
session duration.
Analysis  1.2.8 Strategy to Choose Your Web

There are various metrics used to define the Analytics Tool
clickstream. These metrics are as follows :  Web analytics is very crucial for the success of any
 Visits : It means the number of times a site is visited, business that has a website.
no matter the number of unique visitors that make up  It provides important data can be used to evaluate the
those sessions. progress of a business and thus make appropriate
 Visitor : Also called a unique visitor; is an individual improvements.
visiting a website during a period of time.  However, this requires choosing the right web analytics
 Unique Visitor : Refers to the number of distinct software for your business.
individuals who request pages from a website during a  With the numerous solutions in the market, choosing
specific period, no matter how many times they visit. one can be a very daunting task.
 Returning Visitor : Refers to a visitor who can be Here are some of the things one need to consider when
identified with multiple visits, through cookies or choosing a web analytics tool :
authentication.
1. Define your business needs
 Pageviews per visit : Refers to the average number of
pageviews per visit over a given time period.  The first thing one need to do is determine what
their business needs are. Decide what exactly it is
they want to track and improve in their business. different prices. Take time to compare the costs
 Some of the metrics one might want to measure and identify one which is within budget.
include website traffic, online sales, SEO ranking,  In addition, one need to find out if there are any
sales lead quality, customer engagement, ongoing costs after purchase. For instance, some
subscriber growth, inbound links and time spent solutions require add-ons which come at an extra
on site. cost. Therefore, be sure to get a full breakdown of
 Be sure to choose a web analytics software that all the costs before signing.
can provide the data you need for their business. 5. Vendor credibility
 In addition, the solution should be scalable to  It would be advisable to work with a web
accommodate the future growth and expansion of analytics vendor that has been in business for
their business. several years and is sound financially.
2. Ease of use  One can get such information from their
 Find web analytics software that comes with an website’s ‘About Page’ and by reading news
easy-to-use interface. items online.
 Make sure the reports generated are easy to read  In addition, visit relevant forums to find out what
and interpret. past customers are saying about the vendor. If
most people are not happy with their services,
 To save time, find a solution that allows one to
then it would be advisable to look elsewhere.
capture all the vital analytics data in one
dashboard. This way, one will be able to analyze 6. Test, test, test
their results at a glance.  Don’t buy any web analytics software without
 Look for a web analytics solution that requires testing it first.
little user customization and minimal start-up  Most vendors offer a free trial version which one
training. can use to try out the solution. Does the solution
 In addition, it should easily integrate with other have an appealing touch and feel? Is it intuitive
existing applications such as CRM. enough? Does it provide all the metrics that
business requires? Consider such questions before
3. Technical support
making a decision.
 One need to look for a web analytics provider that
will provide reliable support during the process of  1.2.8 Measuring the success of a website
setting up and even after.
 Here are some of the questions one need to ask  1.2.8(A) Measuring the success of Ecommerce
when it comes to support: Website
(i) On what hours or days is live support There are an increasing number of e-commerce
accessible? businesses today with numerous products and services
(ii) What support channels are available (email, online. With the rise in number there is also a rise in
telephone, live chat)? competition. In order to stay ahead of the competition, data
(iii) Is there any documentation provided in their is important. Initially you will focus on building your
language? website in order to launch your business. After the launch,
you need to start focusing on analysing your e-commerce
(iv) Does the vendor provide any kind of product
metrics.
training?
Keeping a track of these key metrics will help your
4. Price and ongoing costs
business thrive. With the help of these metrics you can
 Different web analytic solutions some with analyse the performance of your business. Measuring the
right e-commerce metrics can help you make informed initiate checkout and then abandon purchase. This is a
business decisions. It can enable you to see which areas step further than cart abandonment, which means
need work and optimisation. you’ve expended more effort to get them to that stage.
Here are some key e-commerce metrics that will help It’s important to capitalize at checkout, as customers
you measure the success of your business. are closest to making a purchase at this point. This
gives you specific information about incomplete
 Conversion rate : Conversion rate is the number of
transactions after customers are poised to buy. You will
customers that complete a sale after visiting your site
want to analyze and develop strategies to decrease this
and viewing a product. Conversion rate is closely tied
rate over time, as it can have a major impact on your
to overall revenue metrics. It represents the actual sales
revenue.
based on customers viewing your products.
 Customer lifetime value : Customer Lifetime Value
 Gross margin : Gross margin is the actual profit you
(CLV) is the amount of revenue on average that you
earn on top of the cost of goods sold (COGS). This is
earn per person throughout their entire lifetime as a
essentially your profit on the product after sale,
customer for your company. It essentially breaks down
factoring how much you spent on the inventory
how much a customer is worth to you on average, and
yourself. Knowing how much you earn on each sale is
makes a distinction between a customer who makes a
extremely important to ensure you are growing and
$200 purchase now, and one who makes ten $100
scaling properly. This is a core metric to compare to
purchases over the next five years - who is actually
other benchmarks to gain insight into how sustainable
more valuable to you. You need this to be greater than
your growth is.
acquisition costs for you to be earning revenue.
 Average order value : The average order value
 Revenue on advertising spent : Divide revenue by
(AOV) is the monetary value of an average customer
the cost of advertising to get a ratio of the average
order on your site. You will also want to track the
revenue returned based on advertising costs. This value
average abandoned order value (AAOV), which is the
is how much you earn on each advertising dollar spent.
average value of an order that’s abandoned during
either the checkout or cart stages of purchase. Track  Device type : How customers access your store is
AOV as a whole, and then segment by device type, important for giving them an ideal experience. Segment
platforms, and traffic sources. Identifying the sources your ecommerce analytics by device type to gain
of your highest AOV customers will help you run more further insight into which devices are being used more
ROI-positive marketing campaigns. frequently, and tailor your site’s UX to each device
type.
 Cost per acquisition : The cost per acquisition is how
much it costs to gain a new customer. This will include  Site speed : Website speeds and checkout load times
advertising costs, email campaigns, discounts offered, are important for maintaining and engaging customers
and anything else it took to actually make the sale to a on your ecommerce site. The performance, efficiency,
customer. This gives you an idea of how much effort and speed of your ecommerce platform is core to your
and money it takes to actually get a paying customer. shoppers’ experience.
 Cart abandonment rate : The cart abandonment rate  Customer Engagement : The level of engagement
is the percent of customers that add an item to cart and your customers have with your service, often measured
then abandon the purchase. The number of items added using reactions, shares, and subscriptions. The more
to the cart, the value of items added to cart, and how active and interested customers are, the more likely
long they shop are all important as well. This metric they are to purchase, share, and interact with your
gives you insight into how many customers are content.
interested in products but do not proceed to buy.  Bounce rate : The bounce rate is the percentage of
 Checkout abandonment rate : The checkout customers that abruptly leave your site after visiting
abandonment rate is the percent of customers that only one page. This usually indicates significant UX
issues, such as page load times, appearance, and also provide a direct line of communication, allowing
navigation delays that cause users to seek another site. customers to give feedback on what they like and
This can also be a sign of poor marketing targeting, dislike about your product.
since the customers brought in by your campaigns  Valid email collection rate : The number of valid
aren’t finding value in the site or products for sale. emails you are able to capture is helpful to understand
 Customer survey results and feedback : Use how many customers are interested in your service and
customer surveys regularly to get consistent feedback. willing to provide a method of communication. You
Run surveys to get feedback after site upgrades, major can further break this down by device type and the
changes to the site, or whenever new features are stage in the process they give you their email
introduced. (registration, checkout, etc.).
 Customer product reviews on your site and online :  Blog views and shares : If your ecommerce site has a
Reviews on a product page can mean the difference blog attached, the view and share rate of the blog is a
between a purchase and an abandoned cart. Featuring good signal of the usefulness of your content. While
product reviews on your own site is the preferred virality can have value, building a consistent, loyal
option, since shoppers are more likely to trust the readership is a better way to build sustainable growth
opinion of fellow customers than marketing text. and a reliable revenue stream.
However, third-party review sites will also work in a
pinch.  1.2.8(B) Measuring the success of Non-
 Customer service calls, chats, and emails : Collect Ecommerce Website

data on how many customer service communications  Normally, the web analytics knowledge base mainly
are initiated. Look at this value as a whole and segment concentrates in the KPIs. (Key Performance indicators)
it by each unique channel of communication, including for ecommerce sites.
calls, chats, and emails.
 It is mainly concerned with the orders, conversion
 Average ticket resolution time : Also known as a rates, transactions and revenue for e-commerce sites.
service-level agreement (SLA) time. Track both the
 Non-ecommerce sites are generally outlooked in the
average SLA, and the average time from ticket creation
more prominent world of ecommerce websites. For all
to resolution (open to close). Treat these times as
the non-ecommerce website owners, here are some
sacred: the longer it takes for shopper problems to be
KPIs that are concerned with non-ecommerce websites.
solved, the less likely they are to become a repeat
customer.  Before going into detail, let us consider the definition
of none-commerce websites. They are either lead
 Traffic source : Identify the main channel by which
generation sites or pure content sites, where visitors
shoppers find you to help improve your marketing and
come for the sake of consuming content and they leave
advertising efforts. Sources include paid, organic
without any business transactions.
search, referrals, direct, and others.
 It can be a technical support site, a blog, a site full of
 Traffic volume : Site traffic is a measure of activity
white papers, a social networking site or a brand
on your website, and is measured in visitors (users) and
website.
times visiting the site (sessions). Site traffic can be
studied as a whole, or further broken down into more Now, let us have a look into the major KPIs that
specific metrics, like page views per visit, time on site, satisfies the executive managers of a non-ecommerce
bounce rate, and new versus returning customers. website.
 Social media engagement (followers, reactions, and 1. Visitor Loyalty

shares) : Social media interaction, including reactions,
 It is defined as the frequency of visits on website
shares, and subscriptions indicate the level of
for a specific time period. One will get the data
engagement your customers have with your site. They
for the average visits per visitor.
 For increasing the visitor loyalty for one’s site, experience. Here also it helps to improve our
set a target of a particular number of visitors that goals and measure success.
one should achieve over a specific time period
and analyze the trends of the progress towards the  1.3 WEB 3.0 AND SEMANTIC WEB
goal set by website owner.
 Web 3.0 was originally called the Semantic Web by
 Compare performance over the period and ensure
World Wide Web inventor Tim Berners-Lee, and was
that they are making progress in achieving the
aimed at being a more autonomous, intelligent, and
predefined percentage of web traffic.
open internet.
 It will help to know about the characteristics of
 The Web 3.0 definition can be expanded as follows:
visitors. One should update their website
data will be interconnected in a decentralized way,
frequently depending upon web analytics for
which would be a huge leap forward to our current
increased web traffic.
generation of the internet (Web 2.0), where data is
2. Recency mostly stored in centralized repositories.
 It is the number of repeated visits on the website.  Furthermore, users and machines will be able to
The greater the recency of visits, the better for the interact with data. But for this to happen, programs
site. need to understand information both conceptually and
contextually. With this in mind, the two cornerstones of
 If owner have set the target of the recency of
Web 3.0 are semantic web and artificial intelligence
visits KPIs to be one day ago, it means that he/she
(AI).
want visitors to visit their site every day to enjoy
the so-called valuable content on the site.
 1.3.1 Characteristics of Web 3.0
3. The length of visit
Below are 5 main features that can help us define
 It refers to the quality of visits during a reporting Web 3.0 :
period depending on how long each visit lasts. 1. Semantic Web : The next evolution of the Web
 It is the most common and the most prominent involves the Semantic Web. The semantic web
KPIs used in none e-commerce sites. improves web technologies in order to generate, share
 If by analyzing the web analytics report, one gets and connect content through search and analysis based
a clear picture of the distribution of this KPI, then on the ability to understand the meaning of words,
it is easier to proceed further. rather than on keywords or numbers.
 Give importance to the visitor satisfaction and 2. Artificial Intelligence : Combining this capability with
they will definitely stay on website for a long natural language processing, in Web 3.0, computers can
period and even until eternity. Identify own goals understand information like humans in order to provide
and measure this KPI for success. faster and more relevant results. They become more
intelligent to satisfy the needs of users.
4. The depth of visit
3. 3D Graphics : The three dimensional design is being
 It is mainly concerned with the number of pages used extensively in websites and services in Web 3.0.
consumed by the visitor in the reporting time Museum guides, computer games, ecommerce,
period. geospatial contexts, etc. are all examples that use 3D
 It is important to note that most of the websites graphics.
are now web pages and not a single page. It is 4. Connectivity : With Web 3.0, information is more
more powerful than the average page views per connected thanks to semantic metadata. As a result, the
visitor. user experience evolves to another level of connectivity
 It helps us to have a broad picture of our customer that leverages all the available information.
5. Ubiquity : Content is accessible by multiple 1. Hypertext Web technologies
applications, every device is connected to the web, the
 The bottom layers contain technologies that are
services can be used everywhere.
well known from hypertext web and that without
 1.3.2 Semantic Web Stack and its change provide basis for the semantic web.
Components  Internationalized Resource Identifier (IRI),

generalization of URI, provides means for
 The Semantic Web Stack, also known as Semantic uniquely identifying semantic web resources.
Web Cake or Semantic Web Layer Cake, illustrates Semantic Web needs unique identification to
the architecture of the Semantic Web. allow provable manipulation with resources in the
 By encouraging the inclusion of semantic content in top layers.
web pages, the Semantic Web aims at converting the  Unicode serves to represent and manipulate text
current web, dominated by unstructured and semi- in many languages. Semantic Web should also
structured documents into a "web of data". help to bridge documents in different human
 The Semantic Web Stack is an illustration of the languages, so it should be able to represent them.
hierarchy of languages, where each layer exploits and  XML is a markup language that enables creation
uses capabilities of the layers below. It shows how of documents composed of semi-structured data.
technologies that are standardized for Semantic Web Semantic web gives meaning (semantics) to semi-
are organized to make the Semantic Web possible. It structured data.
also shows how Semantic Web is an extension (not  XML Namespaces provides a way to use
replacement) of classical hypertext web. The markups from more sources. Semantic Web is
illustration was created by Tim Berners-Lee. about connecting data together, and so it is
 As shown in Fig. 1.3.1 of the Semantic Web Stack, the needed to refer more sources in one document.
following languages or technologies are used to create
2. Standardized Semantic Web technologies
Semantic Web. The technologies from the bottom of
the stack up to OWL are currently standardized and  Middle layers contain technologies standardized
accepted to build Semantic Web applications. It is still by W3C to enable building semantic web
not clear how the top of the stack is going to be applications.
implemented. All layers of the stack need to be  Resource Description Framework (RDF) is a
implemented to achieve full visions of the Semantic framework for creating statements in a form of
Web. so-called triples. It enables to represent
information about resources in the form of graph -
the semantic web is sometimes called Giant
Global Graph.
 RDF Schema (RDFS) provides basic vocabulary
for RDF. Using RDFS it is for example possible
to create hierarchies of classes and properties.
 Web Ontology Language (OWL) extends RDFS
by adding more advanced constructs to describe
semantics of RDF statements. It allows stating
additional constraints, such as for example
cardinality, restrictions of values, or
characteristics of properties such as transitivity. It
is based on description logic and so brings
(1A4)Fig. 1.3.1 : Semantic Web Stack reasoning power to the semantic web.
 SPARQL is a RDF query language it can be used  1.3.3(A) Features
to query any RDF-based data (i.e., including
statements involving RDFS and OWL). Querying  RDF stands for Resource Description Framework.
language is necessary to retrieve information for  RDF is a framework for describing resources on the
semantic web applications. web.
 RIF is a rule interchange format. It is important,  RDF provides a model for data, and a syntax so that
for example, to allow describing relations that independent parties can exchange and use it.
cannot be directly described using description  RDF is designed to be read and understood by
logic used in OWL. computers.
3. Unrealized Semantic Web technologies  RDF is not designed for being displayed to people.
 Top layers contain technologies that are not yet  RDF is written in XML.
standardized or contain just ideas that should be  RDF is a part of the W3C's Semantic Web Activity.
implemented in order to realize Semantic Web.  RDF is a W3C Recommendation.
 Cryptography is important to ensure and verify
that semantic web statements are coming from  1.3.3(B) RDF Rules
trusted source. This can be achieved by
 RDF uses Web identifiers (URIs) to identify resources.
appropriate digital signature of RDF statements.
 RDF describes resources with properties and property
 Trust to derived statements will be supported by
values.
(a) verifying that the premises come from trusted
 A Resource is anything that can have a URI, such as
source and by (b) relying on formal logic during
"http://www.w3schools.com/RDF"
deriving new information.
 A Property is a Resource that has a name, such as
 User interface is the final layer that will enable
"author" or "homepage"
humans to use semantic web applications.
 A Property value is the value of a Property, such as
 1.3.3 Resource Description Framework (RDF) "Nilesh Patil" or "http://www.w3schools.com"
 RDF is a standard for data interchange that is used for  The following RDF document could describe the
representing highly interconnected data. resource "http://www.w3schools.com/RDF":
<?xml version="1.0"?>
 Each RDF statement is a three-part structure consisting
<RDF>
of resources where every resource is identified by a
<Description
URI.
about="http://www.w3schools.com/RDF">
 Representing data in RDF allows information to be <author>Nilesh Patil</author>
easily identified, disambiguated and interconnected by <homepage>http://www.w3schools.com</home
AI systems. page>
 RDF stands for Resource Description Framework and </Description>
is a standard for describing web resources and data </RDF>
interchange, developed and standardized with the
World Wide Web Consortium (W3C).
 1.3.3(C) RDF Triples
 While there are many conventional tools for dealing  The way RDF connects data pieces together is via
with data and more specifically for dealing with the triples (three positional statements).
relationships between data, RDF is the easiest, most  In plain English, an RDF statement states facts,
powerful and expressive standard designed by now. relationships and data by linking resources of different
kinds.
 With the help of an RDF statement, just about anything seen as a quadruple <subject, predicate, object,
can be expressed by a uniform structure, consisting of context>.
three linked data pieces as shown in Fig. 1.3.2.  Classes, predicates and named graphs are all defined as
URIs. This way they can appear as nodes in the graph,
get their descriptions, i.e. instance data and schema can
be managed and accessed in an uniform model.
(1A5)Fig. 1.3.2 : RDF Triple  The nodes in the Fig. 1.3.3 are numbered for better
readability; those must have URIs.
 Let’s consider the following statement: “Apoptosis is a
type I programmed cell death”. Translated into RDF  Knowledge graphs, represented in RDF, provide the
statements, the example fact (statement) would state the best framework for data integration, unification, linking
information in the following way : “Apoptosis is a type and reuse, because they combine :
I programmed cell death” = > “Apoptosis of 1. Expressivity : The standards in the Semantic Web
neutrophils” is the subject in two separate statements: stack RDF(S) and OWL allow for a fluent
1. <apoptosis> is_a <type 1 programmed cell death> representation of various types of data and
and 2. <apoptosis> type <biological process>. content: data schema, taxonomies and
vocabularies, all sorts of metadata, reference and
 1.3.3(D) The RDF Knowledge Graph master data. The RDF* extension makes it easy to
model provenance and other structured metadata.
 Being a powerful and expressive framework for
representing data, RDF is used for building knowledge 2. Formal semantics : All standards in the Semantic
graphs - richly interlinked, interoperable and flexible Web stack come with well specified semantics,
information structures. which allow humans and computers to interpret
schema, ontologies and data in unambiguous
 The Fig. 1.3.3 demonstrates the expressivity of RDF.
manner.
3. Performance : All the specifications have been
thought out, and proven in practice, to allow for
efficient management of graphs of billions of facts
and properties.
4. Interoperability : There is a range of
specifications for data serialization, access
(SPARQL Protocol for end-points), management
(SPARQL Graph Store) and federation. The use of
globally unique identifiers facilitates data
(1A6)Fig. 1.3.3 :RDF: Directed Labeled Cyclic integration and publishing.
Multigraph with Labels, Types, Logic and Semantics 5. Standardization : All the above is standardized
through the W3C community process, to make
 The nodes in an RDF knowledge graph could be either
sure that the requirements of different actors are
resources, represented by a unique resource identifier
satisfied – all the way from logicians to enterprise
(URI, e.g., the well-known URLs), literals (e.g., the
data management professionals and system
same as in XML) or auxiliary blank nodes.
operations teams.
 The types of the edges are called predicates, (e.g.,
partOf or knows). Named graphs or contexts (e.g., g1
and g2 above) can be used to manage components in
the graph, (e.g., by provenance).
 Each edge in the graph represents a fact and can be
 The elements: <cd:artist>, <cd:country>,
 1.3.3(E) RDF Example
<cd:company>, etc. are properties of the resource.
Consider the following CD list.
 1.3.4 Web Ontology Language (OWL)
Title Artist Country Company Price Year
Empire Bob USA Columbia 10.90 1985  Web Ontology Language (often stylized as OWL) is a
Burlesque Dylan Semantic Web language that is designed to process and
Hide your Bonnie UK CBS 9.90 1988 integrate information over the web, making sense of it
heart Tyler Records in a manner similar to human reasoning.
 Web Ontology Languages are built upon a standard of
An RDF document :
the World Wide Web Consortium called Resource
<?xml version="1.0"?> Description Framework (RDF).
<rdf:RDF
 OWL adds more vocabulary for describing properties
xmlns:rdf="http://www.w3.org/1999/02/22-rdf-
and classes: among others, relations between classes
syntax-ns#"
(e.g. disjointness), cardinality (e.g. "exactly one"),
xmlns:cd="http://www.recshop.fake/cd#">
equality, richer typing of properties, characteristics of
<rdf:Description
properties (e.g. symmetry), and enumerated classes.
rdf:about="http://www.recshop.fake/cd/Empire
Burlesque">  OWL provides three increasingly expressive
<cd:artist>Bob Dylan</cd:artist> sublanguages designed for use by specific communities
<cd:country>USA</cd:country> of implementers and users.
<cd:company>Columbia</cd:company> 1. OWL Lite supports those users primarily needing
<cd:price>10.90</cd:price> a classification hierarchy and simple constraints.
<cd:year>1985</cd:year> For example, while it supports cardinality
</rdf:Description> constraints, it only permits cardinality values of 0
<rdf:Description or 1. It should be simpler to provide tool support
rdf:about="http://www.recshop.fake/cd/Hide for OWL Lite than its more expressive relatives,
your heart"> and OWL Lite provides a quick migration path for
<cd:artist>Bonnie Tyler</cd:artist> thesauri and other taxonomies.
<cd:country>UK</cd:country>
2. OWL DL supports those users who want the
<cd:company>CBS Records</cd:company>
maximum expressiveness while retaining
<cd:price>9.90</cd:price>
computational completeness (all conclusions are
<cd:year>1988</cd:year>
guaranteed to be computed) and decidability (all
</rdf:Description>
computations will finish in finite time). OWL DL
</rdf:RDF>
includes all OWL language constructs, but they
 The first line of the RDF document is the XML can be used only under certain restrictions (for
declaration. The XML declaration is followed by the example, while a class may be a subclass of many
root element of RDF documents: <rdf:RDF>. classes, a class cannot be an instance of another
 The xmlns:rdf namespace, specifies that elements with class). OWL DL is so named due to its
the rdf prefix are from the namespace correspondence with description logics, a field of
"http://www.w3.org/1999/02/22-rdf-syntax-ns#". research that has studied the logics that form the
 The xmlns:cd namespace, specifies that elements with formal foundation of OWL.
the cd prefix are from the namespace 3. OWL Full is meant for users who want maximum
"http://www.recshop.fake/cd#". expressiveness and the syntactic freedom of RDF
 The <rdf:Description> element contains the description with no computational guarantees. For example, in
of the resource identified by the rdf:about attribute. OWL Full a class can be treated simultaneously as
a collection of individuals and as an individual in A namespace is composed by: reserved XML attribute
its own right. OWL Full allows an ontology to xmlns, a prefix that identify the namespace and the value.
augment the meaning of the pre-defined (RDF or
OWL Classes, Subclasses & Individuals
OWL) vocabulary. It is unlikely that any
reasoning software will be able to support  The primary purpose of your ontology is to classify
complete reasoning for every feature of OWL things in terms of semantics, or meaning.
Full.  In OWL, this is achieved through the use of classes and
subclasses, instances of which in OWL are called
 1.3.4(A) OWL Syntax individuals. The individuals that are members of a
In this section we describe the syntax of OWL. We given OWL class are called its class extension.
illustrate step-by-step how to build an ontology using OWL.  A class in OWL is a classification of individuals into
We also explain how to define the header of ontology, its groups which share common characteristics. If an
classes, properties and relationships. After reading this individual is a member of a class, it tells a machine
section the reader should be able to recognize an ontology reader that it falls under the semantic classification
written in OWL and identify some of its components. given by the OWL class.
Header
 Here is our example OWL ontology again, this time
with some added classes and subclasses. We define
The first element in an OWL document is an rdf:RDF three plant classes: the flowering plants class and
element which specifies a set of XML namespace’s shrubs class. which are both subclasses of the planttype
declarations that provide a means to unambiguously class.
interpret identifiers and make the rest of the ontology
 The planttype class is the highest level class of all plant
presentation much more readable. For example,
types.
<rdf:RDF
<rdf:RDF
xmlns:rdf="http://www.w3.org/1999/02/22-
rdf-syntax-ns#"
rdf-syntax-ns#"
xmlns:rdfs="http://www.w3.org/2000/01/rdf
xmlns:rdfs="http://www.w3.org/2000/01/rdf
-schema#"
-schema#"
xmlns:owl="http://www.w3.org/2002/07/ow
l#"
l#"
xmlns:dc="http://purl.org/dc/elements/1.1/">
xmlns:dc="http://purl.org/dc/elements/1.1/"
xmlns:plants="http://www.plantspecies.com
 /plants#">
<owl:Ontologyrdf:about="http://www.plants
pecies.com/plants">

<dc:title>The plantspecies.com Example
Book Ontology</dc:title>

<dc:description>An example ontology
written for the plantspecies.com RDFS & OWL <owl:Classrdf:about="http://www.plantspecies.
introduction tutorial</dc:description> com/plants#planttype">
</owl:Ontology>
<rdfs:label>The plant type</rdfs:label>
 types.</rdfs:comment>
</rdf:RDF> </owl:Class>

<owl:Classrdf:about="http://www.plantspecies.  Datatype properties (owl:DatatypeProperty) relates
com/plants#flowers"> individuals (instances) of OWL classes to literal values.
Let's first add a data type property (one which links an
 instance to a literal value) and add the name of the species
family the Magnolia is part of.
<rdfs:subClassOfrdf:resource="http://www.plan
tspecies.com/plants#planttype"/> <rdf:RDF
<rdfs:label>Flowering plants</rdfs:label> rdf-syntax-ns#"
<rdfs:comment>Flowering plants, also known xmlns:rdfs="http://www.w3.org/2000/01/rdf
as angiosperms.</rdfs:comment> -schema#"
l#"
</owl:Class>
xmlns:dc="http://purl.org/dc/elements/1.1/"
xmlns:plants="http://www.plantspecies.com

/plants#">
<owl:Classrdf:about="http://www.plantspecies.
com/plants#shrubs">


tspecies.com/plants#planttype"/>

<rdfs:label>Shrubbery</rdfs:label> <owl:DatatypePropertyrdf:about="http://www.p
<rdfs:comment>Shrubs, a type of plant which lantspecies.com/plants#family"/>
branches from the base.</rdfs:comment>
<rdf:Descriptionrdf:about="http://www.plantsp
</owl:Class> ecies.com/plants#magnolia">
 class -->
<rdf:Descriptionrdf:about="http://www.plantsp <rdf:typerdf:resource="http://www.plantspecie
ecies.com/plants#magnolia"> s.com/plants#flowers"/>
 family -->
<rdf:typerdf:resource="http://www.plantspecie <plants:family>Magnoliaceae</plants:family>
s.com/plants#flowers"/>
</rdf:Description>
</rdf:Description>
</rdf:RDF>
</rdf:RDF> Finally, let's add an object property (one which links an
instance to another instance). Let's say we're running a shop,
OWL Properties
and we want to link this plant (Magnolia) to another plant
Individuals in OWL are related by properties. There are which we know as the shop owner is equally as popular.
two types of property in OWL : Let's add a property called "similarlyPopularTo":
 Object properties (owl:ObjectProperty) relates <rdf:RDF
individuals (instances) of two OWL classes.
xmlns:rdf="http://www.w3.org/1999/02/22- <rdf:typerdf:resource="http://www.plantspecie
rdf-syntax-ns#" s.com/plants#flowers"/>
l#" 
xmlns:plants="http://www.plantspecies.com <plants:family>Magnoliaceae</plants:family>
/plants#">
 orchid -->
<plants:similarlyPopularTordf:resource="http://
 www.plantspecies.com/plants#orchid"/>
</rdf:Description>
 </rdf:RDF>
<owl:DatatypePropertyrdf:about="http://www.p To illustrate, we have defined a new individual
lantspecies.com/plants#family"/> (instance) of the flowers class representing the Orchid with
the URI http://www.linkeddatatools.com/plants#orchid.

<owl:ObjectProperty  1.3.5 SPARQL
rdf:about="http://www.plantspecies.com/plants
#similarlyPopularTo"/>  SPARQL (Simple Protocol and RDF Query Language)
is the SQL like query language we use to shape and
 return linked data from a triple store.
<rdf:Descriptionrdf:about="http://www.plantsp  SPARQL queries contain triple patterns, much like the
ecies.com/plants#orchid"> data itself, which utilise the relationships to quickly
navigate any linked data.

can traverse across multiple RDF databases at once.
<rdf:typerdf:resource="http://www.plantspecie
s.com/plants#flowers"/> Syntax
SELECT ?subject ?predicate ?object
 ?subject ?predicate ?object .
<plants:family>Orchidaceae</plants:family> }
 This query selects all triples matching the pattern: ?
 indicates a variable so ?example is a variable called
<plants:similarlyPopularTordf:resource="http:// “example”. These variables match every possible
www.plantspecies.com/plants#magnolia"/> entity, predicate or literal that fit the patterns in the
query.
</rdf:Description>
 The example below shows a SPARQL query to find the
title of a book from the given data graph. The query

consists of two parts: the SELECT clause identifies the
<rdf:Descriptionrdf:about="http://www.plantsp
variables to appear in the query results, and the
ecies.com/plants#magnolia">
WHERE clause provides the basic graph pattern to
match against the data graph. The basic graph pattern in
 this example consists of a single triple pattern with a
single variable (?title) in the object position.
 Data <http://example.org/#spiderman><http://www.
<http://example.org/book/book1><http://purl.or perceive.net/schemas/relationship/enemyOf><
g/dc/elements/1.1/title> "SPARQL Tutorial". http://example.org/#green-goblin> .
2. IRIs: An IRI (Internationalized Resource Identifier)
 Query
within an RDF graph is a Unicode string [UNICODE]
SELECT ?title
that conforms to the syntax defined in RFC 3987. IRIs
WHERE
in the RDF abstract syntax must be absolute, and may
{
contain a fragment identifier. IRIs are the
<http://example.org/book/book1><http://purl.or
g/dc/elements/1.1/title> ?title . generalization of URIs. IRIs are enclosed in '<' and '>'
} and may contain numeric escape sequences.
 Result Example
<http://example.org/#green-goblin>.
Title
3. Literals: Literals are used to identify values such as
"SPARQL Tutorial" strings, numbers, dates. Literals have a lexical form
followed by a language tag, a datatype IRI, or neither.
 1.3.6 N-Triples The representation of the lexical form consists of
 The N-Triples is a textual expression of RDF graph.  an initial delimiter " (U+0022),
 A line in N-Triples represents one triple of  a sequence of permitted characters or numeric

subject/predicate/object. escape sequence or string escape sequence, and
 These may be separated by white space. This sequence  a final delimiter.

is terminated by a '.' and a new line (optional at the end 4. RDF Blank Nodes: RDF blank nodes in N-Triples are
of a document). expressed as _: followed by a blank node label which is
 An N-Triples document contains no parsing directives. a series of name characters. The characters in the label
are liberalized as follows:
 The RDF graph represented by an N-Triples document
contains exactly each triple matching the N-Triples  The characters _ and [0-9] may appear anywhere
triple production. in a blank node label.
 The character . may appear anywhere except the
Example
first or last character.
<http://one.example/subject1><http://one.exam
ple/predicate1><http://one.example/object1> . #  The characters -, U+00B7, U+0300 to U+036F
comments here and U+203F to U+2040 are permitted anywhere
# or on a line by themselves except the first character.
_:subject1 <http://an.example/predicate1>
"object1" .  1.3.7 Turtle
_:subject2 <http://an.example/predicate2>
 Turtle, the Terse RDF Triple Language, is an extension
"object2" .
of N-Triples.
N-Triples Language  Turtle is a file format or syntax that is used to express
There are four significant N-Triples language : the data in an RDF data model.
1. Simple Triples : The simplest triple statement is a  An RDF graph is made up of triples consisting of a
sequence of (subject, predicate, object) terms, separated subject, predicate and object.
by whitespace and terminated by '.' after each triple.  Comments may be given after a '#' that is not part of
Example another lexical token and continue to the end of the
line.
 It has several implementations and as a mostly subset
of Notation 3 (N3), is usable in systems that support
N3.
 All RDF written in Turtle should be usable inside the
query language part of the SPARQL.
 SPARQL uses Turtle/N3 style syntax for the Triple
patterns and for RDF triples in the CONSTRUCT
clause.
 This allows using RDF written in Turtle to allow
forming "queries by example", using the data to make
an initial query which can then be edited to use
variables where bindings are wanted.
 A Turtle document contains a sequence of blank lines,
directives and statements, thereby generating the triple.
 A Unicode character string that is encoded in UTF-8 is
called as a Turtle document.
 A Turtle document allows writing down an RDF graph
in a compact textual form.
Example
# this is a comment in a Turtle document
<http://techneobooks.com/path/#fragment>
<http://techneobooks.com/path/#fragment>
Q. 1.12 Which component of the Semantic Web Stack is a SQL-
 1.4 MULTIPLE CHOICE QUESTIONS like language?
(a) XML (b) SPARQL
Q. 1.1 In order to identify the users, web analytics tools need to
(c) OWL (d) RIF Ans. (b)
report on?
(a) User Sessions (b) Unique Users Q. 1.13 _________ offers a standardised to read and write all the
(c) Page Views (d) Repeated Users Ans. (a) available human languages on the web.
(a) Unicode (b) RDF
Q. 1.2 The most common user identification technique is via?
(c) URI (d) OWL Ans. (a)
(a) Sessions (b) Cookies
(c) Segmentation (d) Page Views Ans. (b) Q. 1.14 _______ is a framework that represents the details of
resources in the form of a graph.
Q. 1.3 Users use __________ to search for service on the web. (a) Unicode (b) RDF
(a) Identifier (b) Clickstream (c) URI (d) OWL Ans. (a)
(c) Keyword (d) Request for Proposal Ans. (c)
Q. 1.15 Which component of the Semantic Web Stack gives the
Q. 1.4 Which one is called content delivery network? description of conceptualisation?
(a) Web 1.0 (b) Web 2.0 (a) URI (b) Ontology
(c) Web 3.0 (d) Web 4.0 Ans. (a) (c) RDF (d) Unicode Ans. (b)
Q. 1.5 _________ is also called participative social web. Q. 1.16 The objectives for web analytics are likely to concern:
(a) Web 1.0 (b) Web 2.0 (a) Facebook messages
(c) Web 3.0 (d) Web 4.0 Ans. (b) (b) Personal blog activity
Q. 1.6 Which of the following is not the feature of Web 3.0? (c) Social Media ROI
(a) Semantic web (b) 2D graphics (d) Measurement of website performance Ans. (d)
(c) Ubiquity (d) Artificial Intelligence Ans. (b) Q. 1.17 Which of the following is the odd one out?
Q. 1.7 _______ refers to the percentage of visitors who leave a (a) Share of conversation (b) Bounce rate
website without visiting more than one page of the (c) Visitors (d) Impressions Ans. (a)
website.
Q. 1.18 Which one of the following is mainly used in web
(a) Time on page (b) Time on site analytics and is free of charge?
(c) Bounce rate (d) Conversion rate Ans. (c) (a) Google Analytics (b) Radian6
Q. 1.8 ______ is the total number of visitors to a website who (c) AlteranSM2 (d) Social Radar Ans. (a)
turn into the customers or subscribers.
Q. 1.19 _______ are the strings of characters used for identifying
(a) Time on page (b) Time on site a resource.
(c) Bounce rate (d) Conversion rate Ans. (d) (a) URIs (b) Literals
Q. 1.9 ________ is used to define the time spent by a visitor on (c) Blank Nodes (d) Escape Characters Ans. (a)
a website.
Q. 1.20 Which of the following N-Triples language allows to
(a) Time on page (b) Time on site recognise strings, numbers and dates?
(c) Bounce rate (d) Conversion rate Ans. (b) (a) Simple Triples (b) IRIs
Q. 1.10 _______ is the number of repeated visits on the website. (c) RDF Literals (d) RDF Blank Nodes Ans. (c)
(a) Recency (b) Bounce rate
(c) Conversion rate (d) Clickstream Ans. (a) Descriptive Questions
Q. 1.11 _______ defined as the frequency of visits on website for
a specific time period.
Q. 1 Explain the features that define Web 3.0.
(a) Recency (b) Visitors Loyalty
Q. 2 Compare and contrast Web 1.0, Web 2.0 and Web
(c) Length of Visit (d) Depth of Visit Ans. (b)
3.0.
Q. 3 Explain web analytics. Give some of the examples of might include the information that you are seeking.
a web analytics tool. Instead, you are likely to find articles about the average
Q. 4 Discuss the steps to choose a web analytics tool. weight of an elephant, some general articles about
Q. 5 Explain clickstream analysis in brief. elephants, and maybe an article about the average size
of an elephant’s foot.
Q. 6 Discuss the procedure to measure the success rate
of a website.  Clearly, the search engine does not really understand
Q. 7 Define Semantic Web. Explain the components of what you want to know.
Semantic Web Stack.  If, on the other hand, you have an Apple iPhone
Q. 8 Explain RDF in detail. running the Siri™ application, which was introduced in
Q. 9 Explain Web Ontology Language (OWL) in brief. 2011, you can ask it the same question, and you will
see a screen telling you the average length of an
Q. 10 Write short note on:
elephant ‘(18 to 25) feet’ and a number of other
(a) N-Triples relevant facts about elephants.
(b) Turtle  Siri, it seems, figured out what you meant in your
question and produced a single relevant, and (one
Self-Learning Topics hopes) correct answer.”
 In artificial intelligence, an intelligent agent (IA) is an
autonomous entity which observes through sensors and
 Semantic Web Vs AI
acts upon an environment using actuators (i.e., it is an
 AI or expert systems technologies use elaborate agent) and directs its activity towards achieving goals
reasoning models to answer complex questions (i.e., it is rational).
automatically. These systems often include machine-
 Intelligent agents may also learn or use knowledge to
learning algorithms that can improve the system’s
achieve their goals. They may be very simple or very
decision-making capabilities over time.
complex: a reflex machine such as a thermostat is an
 Semantic web technologies allow people to locate intelligent agent.
information by concept instead of by keyword or key
 Intelligent agents are often described schematically as
phrase. With semantic search, people can easily
an abstract functional system similar to a computer
distinguish between searching for John F. Kennedy, the
program.
airport, and John F. Kennedy, the president.
 For this reason, intelligent agents are sometimes called
 The Semantic Web, is providing new techniques that
abstract intelligent agents (AIA) to distinguish them
can be used to help create ‘intelligent agents’ that can
from their real world implementations as computer
allow users to find the answers to their queries more
systems, biological systems, or organizations.
precisely.
 Some definitions of intelligent agents emphasize their
 Suppose, for example, you want to know the average
autonomy, and so prefer the term autonomous
size of an elephant. You could go online and type ‘what
intelligent agents. Still others consider goal-directed
is the average size of an elephant’ into a search engine.
behavior as the essence of intelligence and so prefer a
 Unfortunately, most search engines will not tell you the term borrowed from economics, ‘rational agent’.
answer. Rather, they will identify many documents that
 SPARQL Vs SQL
Sr. SPARQL SQL

No.
1. It stands for Simple Protocol and RDF Query Language. It stands for Structured Query Language.
2. SPARQL accesses a web of linked data. SQL accesses tables in relational databases.
3. Syntax: Syntax:
SELECT <variable list> SELECT <attribute list>
WHERE [<graph pattern>] FROM <table name>
The variables in the variable list are bound by the graph WHERE <test expression>
pattern. The test expression capture both the rows and columns
relevant to a particular query.
4. The main feature of the SPARQL which will impress SQL SQL has no standard system for query federation.
users is the ability to federate queries across different
repositories.
5. SPARQL uses the keyword OPTIONAL instead of LEFT SQL uses the keyword LEFT OUTER JOIN instead of
OUTER JOIN. OPTIONAL.
6. To select data with values not matching some specified To select data with values not matching some specified
value, SPARQL uses the NOT EXISTS filter. value, SQL uses NOT EQUAL.
7. Example: Example:
SELECT ?name ?city SELECT Person.fname, Address.city
WHERE { FROM Person, Address
?who<Person#fname> ?name ; WHERE Person.addr=Address.ID
<Person#addr> ?adr . AND Address.state=”MA”
?adr<Address#city> ?city ;
<Address#state> “MA”
}
8. SPARQL services vary in whether or not they have a pre- SQL queries operate over a given database.
determined RDF database.
Chapter Ends…


Chap-1 (INTRODUCTION TO WEBX.0) Web X.0 Module 1

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Web X.0 (MU-Sem 6-IT) (INTRODUCTION TO WEBX.0)….Page no. (1-1)

MODULE 1 INTRODUCTION TO WEBX.0

University Prescribed Syllabus w.e.f Academic Year 2021-2022

 Chater Ends .............................................................................................................................................................. 1-54

 Four design essentials of a Web 1.0 site include:

 Web 2.0 refers to worldwide websites which highlight

of content. 1. Free sorting of information, permits users to retrieve

 The Semantic Web necessitates the use of a declarative 4. Connectivity

Web 1.0 Web 2.0 Web 3.0

Definition (According Read-only Read-write Read-write-execute

Web 1.0 Web 2.0 Web 3.0

Precedence Order First Stage Second Stage Third Stage

Type of Web Simply Web Social Web Semantic Web

No. of users Millions Billions Trillons

Basic concept Connect information Connect people Connect knowledge

Associated websites CNN Flikr, YouTube, Blogger Google Maps, My Yahoo!

Years 1990-2000 2000-2010 2010-2020

 1.1.5 Web 4.0  1.1.6 Web 5.0

3. Kissmetrics : Kissmetrics is a customer analytics  Multiple Outcome Analysis : Measuring Outcomes

 1.2.6 Clickstream Analysis  Pageviews : Refers to the instance of an Internet user

Analysis  1.2.8 Strategy to Choose Your Web

 Customer service calls, chats, and emails : Collect Ecommerce Website

 Social media engagement (followers, reactions, and 1. Visitor Loyalty

Components  Internationalized Resource Identifier (IRI),

 A line in N-Triples represents one triple of  a sequence of permitted characters or numeric

 These may be separated by white space. This sequence  a final delimiter.

Sr. SPARQL SQL

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