Web Technology for Marketers

Transcription

1 Web Technology for Marketers

2 Cloud Server Database

3 Is the cloud a mystery? Until recently, we mainly used our computers to run software programs (Microsoft Word, Quicken) installed on our hard drives. Now, we use them mainly to connect to the vast databases of the Internet to "the cloud," as the geeks say. Nicholas Carr, NPR.org The New Republic: The Day The PC Died, January 28, 2010

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5 Clouds as databases

6 URL Uniform Resource Locator Typically, (and others - like.org,.edu) are Top Level Domains example is the Second Level Domain Sub domains (Second Level, etc.) exist too. Sometimes myblog is called a CNAME

7 HTML A way to display content on a web page System is based on tags and attributes <p><font color= blue size= 2 >Hello</font></p> Links on a web page work a similar way <a href= >CNN</a> Title text <a href= title= CNN >CNN</a> Rel attribute <a href= rel="nofollow">sign in</a> Fonts, colors, styles, tables, etc are all handled this way.

8 HTML example

9 Other useful tags UL OL img form body head

10 Cascading Style Sheets Separation of content and presentation p { font-family:verdana, Arial, Helvetica, sansserif; font-size:10pt; text-align:left; font-style:normal; font-weight:normal; color:#333333; } <p>hello</p> Without CSS, MySpace and blogs wouldn t have existed so easily Try it

11 <div> The div element is often used with CSS to layout a web page <div class="category"> <a href=" Review</a> </div>.category { font-family: Arial, Helvetica, sans-serif; font-size: 115%; line-height: 82%; }

12 API Application Programming Interface It's a way to get information and pass information to trusted partners. You need a key Send & receive requests - if you have key - good If not, it kicks you out Allows you to engage with their data in a way the way the partner wants Basis of mashes and quick adoption of services

13 XML - sharing information on the web <breakfast_menu> <food> <name>belgian Waffles</name> <price>$5.95</price> <description> A Breakfast menu two of our famous Belgian Waffles with plenty of real maple syrup </description> <calories>650</calories> </food> <food> <name>strawberry Belgian Waffles</name> <price>$7.95</price> <description> light Belgian waffles covered with strawberries and whipped cream </description> <calories>900</calories> </food> </breakfast_menu> First item is Belgian Waflles, at $5.95, 650 calories, etc.

14 Fundation Elements Log Files Record of every transaction on the server Find, read, send This means everything images, files, spiders, etc :01: GET /preview.asp file=/3/stroll6.asp Mozilla/4.0+(compatible;+MSIE+6.0;+Windows +NT+5.1) ~120 bytes of data

15 What it Means Date Time Server s IP address Requester s IP address :01: GET /preview.asp?file=/3/stroll6.asp Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT +5.1) File requested What can you do with this information?

16 Used in web analytics, for example Currently, information gathered other ways

17 More Information Behind the Scenes When making a request to the server, you send along a lot of information Values from any form you fill out Querystring information Client Certificate information Cookie information Server Variables (contained in the nature of the request itself)

18 QueryString What is it? Key=Value pairs that come after a question-mark (?) in a URL Multiple pairs joined by an ampersand (&) What does it look like? What can you do with this information? Capture it, and..? Can you get this information some other way? Yes, if someone fills out a form

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20 Referrer What is it? the referer or referring page is the URL of the previous webpage from which a link was followed. It is sent by the request. What can you do with this information?

21 Let s see this in action Example of referrers and querystrings Searching on Google

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23 Cookies What is it? A packet of information sent by a server to a browser and then sent back by the browser each time it accesses that server. Cookies are always sent back to the site that originated them What does it look like? cookie ID * What can you do with this information? Cookies are mostly used for authentication, tracking, and maintaining user-specific information (preferences, electronic shopping cart, etc.)

24 HTML5 and Cookies

25 Session (Variables) What is it? When a user first accesses a web site, they start a session. Any information stored at this level is called a Session variable. Sessions last until you close your browser or some time limit of nonactivity (e.g., 20 minutes) What can you do with this information? tracking, and maintaining user-specific information What people refer to when they use the term Visit

26 Redirect

27 Other Useful Terms Page View Actual visitor views, regardless of the number of images, etc used to create that view. Convoluted by reloads, caching, frames, file type Visitor or Unique Visitor Unique depends on the person, the person/day, etc. Loyalty, Frequency, Recency Number of times, how often, & time since last visit Bounce Rate Percent of uses who leave the first page they see on your site

28 Javascript Programming language often used for client side web programming Interacts with the web page, not the operating system Useful for all sort of cool actions to enhance a users experience site navigation, animation, browser identification, etc.

29 Other Uses of Javascript Pull information and code from other web sites Ad servers, web analytics, etc. <script src=" type="text/ javascript"> </script> <script type="text/javascript"> _uacct = "UA "; urchintracker(); </script>

30 Screen scraping Using programming to transfer html from one site to another Used before web services to get information For example, get sports scores from ESPN on your site. Here s an example: - a buddhist web site Let s put the nytimes and cnn on that web site

31 Ajax What is it?

32 What some think will be hot in 2011 The Tablet Geo Realtime Search Chrome OS HTML 5 - no plugins, drag-drop, offline storage Mobile Video Augmented Reality Mobile Transactions Android Social CRM

33 Blogging software Acts as a content management system (CMS) Brought down barriers to content entry to zero Main players: Wordpress, Typepad Extended to social networking software, with players like BuddyPress, Drupal, Joomla, Ning, etc.

34 WIFI The main difference between the white space spectrum and the spectrum used for Wi-Fi is that white spaces are at a lower frequency, which means they travel much longer distances and penetrate obstacles, such as walls, much more easily than higher frequency spectrum used for Wi-Fi.

35 Want more?