Chapter 1

Introduction to
WebX.0
What is Web ?
• Collection of websites or web pages stored in web servers
and connected to local computers through the internet.

Web and Internet

• collection of • global network

information of networks
On the top
• Served • Infrastructure
Web X.0
• X=> Generation/State
• 5 Generations

Web 1.0
Web 2.0
Web 3.0
Web 4.0
Web 5.0
Web X.0
• X=> Generation/State
• 5 Generations

Web 1.0
Web 2.0
Web 3.0
Web 4.0
Web 5.0
Web 1.0
Earliest form
Few people creating web pages
A large group of readers
Static Website
Read-only Web
No interaction capabilities
 Web 1.0
Characteristics

• It’s made up of static pages connected to a system via hyperlinks

• HTML 3.2 => frames and tables

• HTML forms => e-mail

• The content comes from the server's file system, not a relational
database management system

• GIF buttons and graphics

Web 2.0
Many Creators for growing audience.
Participating and Contributing
No interaction capabilities
Read and write web
User-Generated Content (UGC),
ease of use, interactivity, and
improved compatibility
Social media, Blogs, Wikis
“the participative social Web”
JavaScript frameworks.
Web 2.0
Characteristics
• Free information sorting, retrieve and classify.
• Contains dynamic content
• Application Programming Interfaces (API)
• self-usage
Interactions

Podcasting Social media Tagging Blogging Commenting

Curating with RSS Social networking

• Not limited to specific communities.

Web 3.0
• decentralization, openness, and more excellent user utility
• "read, write, execute Web“
• Semantic Web
• Artificial Intelligence and Machine Learning
• "global brain" and process content conceptually and contextually.
• Alexa, Siri and other smart home systems.
Web 3.0
Characteristics
• semantic web
• Artificial Intelligence and Machine Learning.
• Internet of Things (IoT)
• freedom to interact publicly.
• 3-D graphics.
• Permissionless.
Web 2.5
• Creators
• Transition
• not enough to notice
• potential to help brands increase their reach.
• mobile computing and evolution in mobile technologies.
• PWA, AMP
• convergence between Social and Semantic web.
Web Evolution
Difference
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
What is Web Analytics?

Collecting, Analyzing, Measuring User Data

Web Track, Report and analyze user behaviour

Analytics
To take informed decisions, Continuous
Improvement
What is Web Analytics?
Track

Continuous
Measure
Improvement

Take
informed Analyse
decisions
Need of the Web Analytics Data

Analyse
customer’s
behaviour

Measure View social

Trends insight
Need of
Web
Analytics
Data

Determine Analyse
Keyword Web page
 Need of the Web Analytics Data
Service, Product
Analysis of Analyse Links, Webpages
factors customer’s
traffic behaviour
Source, Reason
Measure View social
Social platform,
Trends insight
Need of Money, Resources
Web
Analytics
Data

Keywords, How,
Contents Determine Analyse
Needs,
and Service Keyword Web page
Conversion
 Web and Online Strategy
of Web
Analytics tools Analysis of data
for Business
Google Analytics Tool
-November 2005

Other tools=> Omniture Site

Catalyst, Webtrends, Clicktracks,
Xiti, Crazy egg, Piwik, Open web
analytics
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
Web Analytics 2.0
Not
Behaviour Sufficient

Grow Business

Reasons

Web Analytics 2.0

Web Analytics 2.0
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web
analytics tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
Collect Business Requirement

Collect Technical Requirement

to choose your
Documentation web analytics
tool
Prepare Request for Proposal

Send RPF to vendors

Implement

Select one Vendor

Analyse Reply
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
Clickstream Analysis
• Activity of the visitor on the website
• User clicks
• Clickpath Analysis
• Collect, analyse, report
• Traffic analysis and e-commerce analysis
• Traffic analysis=>
Clickstream Analysis
• Activity of the visitor on the website
• User clicks
• Clickpath Analysis
• Collect, analyse, report
• Traffic analysis and e-commerce analysis
• Traffic analysis=>
• No of pages visited by user
• Time taken to load each page
• Browser back button hits
• Data transmitted to the user
Clickstream Analysis
• Activity of the visitor on the website
• User clicks
• Clickpath Analysis
• Collect, analyse, report
• Traffic analysis and e-commerce analysis
• E-Commerce analysis=>
• Pages Visited
• Items added
• Coupons
• Method of payment
Clickstream Analysis – Common Terms
Metrics=> Set of standards used to measure the efficiency of the website.
• Visits
• Unique Visitors
• Time on the page(Tp )
• Time on site(Ts)
• Bounce Rate
• Conversion Rate
• Engagement
Clickstream Analysis – Common Terms
Metrics=> Set of standards used to measure the efficiency of the website.
• Visits=>
• Session - 29 minutes
• Unique session ID
• Report – Total visits
Clickstream Analysis – Common Terms
Metrics=> Set of standards used to measure the efficiency of the website.
• Unique Visitors
• Unique cookie
• Cookie ID
• Report = Unique session ID
Clickstream Analysis – Common Terms
Metrics=> Set of standards used to measure the efficiency of the website.
• Time on the page(Tp ) :
• Total Time spent on each page
• Total time spent/Total number of visits

• Time on site(Ts)
• Total Time spent on a website
• Success
• Difference = Recorded time of last page request – Time recorded for the first page
visit
 Clickstream Analysis – Common Terms
Metrics=> Set of standards used to measure the efficiency of the website.
• Bounce Rate
• Percentage of visitors who leave website without visiting more than one page.
• Exit rate
• Minimum
• Maximum – Contents are not relevant

• Conversion Rate
• Total number of visitors to a website to number of visitors who turn into the customers or
subscribers
Clickstream Analysis – Common Terms
Metrics=> Set of standards used to measure the efficiency of the website.
• Engagement:
• Draw attention of a visitor/user
• Contents – Unique and attractive
• What
Clickstream Analysis – Common Terms
Metrics=> Set of standards used to measure the efficiency of the website.
• Visits
• Unique Visitors
• Time on the page(Tp )
• Time on site(Ts)
• Bounce Rate
• Conversion Rate
• Engagement
Clickstream Analysis – Common Terms
• Metrics=> Set of standards used to measure the efficiency of the website.
Engagement Metrics Average Interest
Session
Duration

Pages Pages per Engagement User Action,

visited Session Metrics Action Purchase

Frequency Frequency,
of Visits Loyal
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
Measuring the success of a website
Key Performance Indicator

Conversion Rate

Average Order Value

Identify the Convertible

Measure Macro and Micro Conversions

Quantify economic value

Measuring success of non-ecommerce website

Measuring the success of a website
Key Performance Indicator
Task Completion Rate -
Share of search
Visitors loyalty or recency
RSS/FEED Subscribers
Percentage of valuable exit
Measuring the success of a website
Key Performance Indicator
Task Completion Rate – Feedback, Exit survey
Share of search - Keywords
Visitors loyalty or recency -
RSS/FEED Subscribers
Percentage of valuable exit
Measuring the success of a website
Conversion Rate
Cart and Checkout
Days and visits to purchase
Measuring the success of a website
Average Order Value

Recommended product
Complementary product
Minimum order for discount
Customer Loyalty Program
Create a package of products
Measuring the success of a website
Identify the Convertible

Analyse – Why a user visits a website

Strategy – visitors to customers
Measuring the success of a website
Measure Macro and Micro Conversions

Macro Conversions – primary goal

Micro Conversions – end goal
Measuring the success of a website
Quantify economic value

Action taken by user adds some value to

organization
Measuring the success of a website
Measuring success of non-ecommerce website
Non Commerce websites Visitor’s
loyalty
Behaviour of visitors

Depth of Visitor’s Visitor’s

visit Behaviour Recency

Time
spent on a
site
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
 Web 3.0
• John Markoff in 2006
• Semantic Web, NLP, AI, ML, DM.
• Intelligent Web
• Features=>
• Semantic Web
• AI
• 3D Graphics
• Connectivity
• Ubiquity
 Sematic Web
• Signify meaning of something
• E.g. <h1> tag
• Machine processes data.
• Benefits=>
• Access
• Content understandable
• Added value
• Integrating and processing web content
Sematic Web
• Signify meaning of something
• E.g. <h1> tag
• Machine processes data.
• Benefits=>
• Access
• Content understandable
• Added value
• Integrating and processing web content
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
Components of Semantic Web

Semantic Web Components

Core Semantic Web Associated Semantic Web

Components Tools
Components of Semantic Web
Core Semantic Web
Components

Semantic Ontology Uniform Resource

Web Identifier
Statement
Semantic Web
Instance Data
Languages
Components of Semantic Web
Associated Semantic Web
Tools

Construction Interrogation
Tools Tools Rules Engines

Semantic
Reasoners
Frameworks
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
Semantic Web Stack
• Unicode
• Uniform Resource Identifier
• Extensible Markup Language
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
Semantic Web Stack
Unicode
• Uniform Resource Identifier
• Extensible Markup Language
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
Unicode
• Standard used to encode international character set.
• Characters as integers
• Above 65000 unique characters
• Design goals
• Creating universal standard
• Encoding each character
• Creating unambiguous encoding
Semantic Web Stack
• Unicode
• Uniform Resource Identifier
• Extensible Markup Language
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
Uniform Resource Identifier
• Uniform Resource Locator:
• Location, Protocol, Non-Persistent

• Uniform Resource Name

• Identification of resource, does not specify protocol, persistent
,
Semantic Web Stack
• Unicode
• Uniform Resource Identifier
• Extensible Markup Language(XML)
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
Extensible Markup Language
• Markup language
• Encode documents
• XML namespace and XML schema
• Element – Content and attributes
Semantic Web Stack
• Unicode
• Uniform Resource Identifier
• Extensible Markup Language
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
Resource Description Framework
• Represents interconnected data on the web.
• Represents details of resources in the form of a graph.
• Main data representation format.
• Graph=> Subject, Predicate, object => Triple

Predicate
Subject Object
A
Fig. RDF Triple
Resource Description Framework
• RDF statements express relationships between resources, such as the
following:
• documents
• physical objects
• people
• abstract concepts
• data objects
• The RDF standard provides for three different types of nodes:
• URI
• Literal
• Blank Node Identifier
Semantic Web Stack
• Unicode
• Uniform Resource Identifier
• Extensible Markup Language
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
 Web Ontology Language
• Semantic web language formulated for processing and assimilating
the data on the web in order to bring human reasoning power of
description to the Semantic web.
• Extends RDF and RDFS.
• More constructs
• Formal semantic
• Extra Vocabulary
• Three Species=> OWL Lite, OWL DL, OWL Full
Semantic Web Stack
• Unicode
• Uniform Resource Identifier
• Extensible Markup Language
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
Simple Protocol and RDF Query Language(SPARQL)
• SQL like language
• Quey RDF data, OWL ontologies, RDF schema
• RDF triples and resources
• Knowledge base and ontologies
• Protocol
Example of
SPARQL query on
RDF database
and its result
Semantic Web Stack
• Unicode
• Uniform Resource Identifier
• Extensible Markup Language
• Resource Description Framework
• Web Ontology Language
• Simple Protocol and RDF Query Language
• Rule Interchange Format
Rule Interchange Format
• Framework of web rule language dialect.
• Create a standard that allows rules exchange between dissimilar system on
the semantic web.
• Current rule systems - commercial and research prototypes
• Collection of dialect
Evolution of WebX.0, Web Analytics 2.0
• Introduction to Web Analytics
• Web Analytics 2.0
• Clickstream Analysis
• Strategy to choose your web analytics
tool
• Measuring the success of a website
• Web3.0 and Semantic Web Contents
• Characteristics of Semantic Web
• Components of Semantic Web
• Semantic Web Stack
• N-Triples and Turtle
• Ontology
• RDF and SPARQL
N-Triples
• RDF is commonly stored in one of four formats:
• N-Triples (.nt)
• Turtle (.ttl)
• JSON-LD (.json)
• RDF/XML (.rdf).
• Format for storing and transmitting data.
• Line-based, plain text serialisation
• Subset of the Turtle
• Dave Beckett and Art Barstow at the University of Bristol
N-Triples
• File format – comment/stmt
• S, P, O, F, whitespace
• S=> URI, Blank node
• P=> URI
• Obj => URI, BN, Literal
• N-Triples=> S, P, O
• N-Triple language
N-Triples
• N-Triple Language
• Simple Triples
• IRIs – ‘<‘ and ‘>’
• RDF Literals – initial delimiter, sequence of permitted
characters, final delimiter
• RDF Blank nodes - _:followed ny blank node label
Turtle
• Terse RDF Triple Language
• File format
• RDF graph – S, P, O
• Comment - #
• RDF written in Turtle – SPARQL
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