Web Intelligence - A Powerful Tool for Industrial Web Query |
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Web intelligence comprises of two terms- web analytics and business
intelligence. In competitive world companies are expanding their reach into global marketplace. So there is the need of analysis, how customer use their web sites to learn about their product and services. Web intelligence deploys
a supply chain extranet to customer and suppliers for analysis and identifies the purchase pattern. It uses HTTP to work with multiple firewalls and support DMZ (demilitarized zone).Web analysis allows the user to leverage the best
of OLAP and relational data sources together. Business intelligence in web analysis improves the corporate decision making and sharing information with concerned people. This solution minimizes the cost and
complexity. Not only companies, but all users are benefited with minimal learning curve, multi block reports. Users can drill down on all the tables and graphs at the same time across one dimension. Different tools of web
intelligence help to analyze and visualization of the data. Companies take the advantage of sharing its infrastructure with business objects and full client tool for enterprise decision support. This paper discusses about the
importance of web intelligence and its tools for industries in the development of their business with suppliers and customers. Web Intelligence-A powerful Tool for Industrial Web Query Introduction Web
intelligence is a new pathway for scientific research and development with more impact of artificial intelligence and advanced technology for web-empowered systems and services. Web intelligence comprises of two terms- web
analytics and business intelligence. Web analysis is the technique how users search and interact with the website's page. It makes them comfortable to use the features of the web site. Business intelligence is a pathway to
management for strategic decisions by using the data of customer purchasing and demand trend. In global market place it is very much necessary for the companies to analyze the data how customers use company's website, how much it
is helpful to generate e-business. Web Intelligence (WI) comprises of two terms, web analysis and business intelligence. In competitive world companies are expanding their reach into global market place so there is a
need of analysis, how customers use their web site to learn about their products and services. Business intelligence in web analysis improves the corporate decision making and sharing information with concerned people. WI deploys a
supply chain extranet to customer and supplier for analysis and identifies the purchase pattern. This solution minimizes the cost and complexity. Not only companies, but all users are benefited with minimal learning curve, multi
block reports. This paper describes the uses of WI in business and how its different tools helping growth and development of business. This paper also highlights the challenges in research and development of WI with its future
prospects in globalization. Web Intelligence is evolving with development of web as a media for information gathering, processing, storage and utilization. It is ever-changing and inseparable branch of computer science. As the
web offers the new means of execute and transmit information eminent beyond the other media. So it is a new revolution in information intelligence. Role of Search engine Searching the information on web
sometimes make a situation more thorns than roses. The critical situation is to find a needle in the hay stack. Overload of the searching information is threat to over whelm the RAM. Though search engines have many capabilities but
they lack deduction capability—the capability to synthesize the information from knowledge base in response of a query. The main aim of web intelligence is to evolve search engines into easy form of question answering. This can be
achieved by jumping into Web IA of existing search engine. There are different ways to isolate the information from rest of the data. Why WI?????????? The concept of local storage and remote
access are the obsolete methods in globalization. The web with its integration with the methods, people is getting higher position than any other media for information analysis for business. Size and complexity are the features of
WI to make it useful and unique for the companies, application and research. The diaphanous size of the web leads to difficulties in efficient and effective storage and retrieval of web pages. WI is not just the networking
pipeline, it is the actual application platform on par with – indeed, seamlessly integrated within- major operating system. These applications are known as thin clients. Web documents have heterogeneous collection and links of
structured, semi-structured or unstructured information. The diversity of web pages forces the user to reconsider many methodology and technology of existing information system. So a new sub-disciple devoted to web related research
and application is required that might have a significant value. To accommodate the information of web users need to have a study the design and implementation of web information system. Search engine returns the
web pages contain key words, although they might not appear as a phrase in many pages the occurrence of two different key words show the strong association between them. As the little of this paper Web Intelligence. When I have use
ed the same phase in different search engines, I got diversity in results. I got pages with artificial intelligence, Business intelligence, intelligent web agent, and call for paper in WI. These results were linked with other
websites also. Different search engine have different number of hit Google on the basis of aforesaid features is having 85-97% of market shares whereas Yahoo is having 19.7% only. Panorama of WI WI can be interpreted as web based Artificial Intelligence. It explores This framework for development of AI can be immediately applied to that of web intelligence. The practical aim of AI is the design and implementation of intelligent web information system (IWIS).It is an integrated
intelligence system with many sub system. The conceptual formulation and physical implementation are the two levels for development of IWIS which deal with foundation and construction of IWIS respectively. IWIS has given
competitive dynamics to web sites. It provides network community formation and support through the semantic web. It has different application area like web human –media engineering, web information management, web agents, web
mining and farming. It has unlimited areas for application and research eg. Web agents and agents on the web provide different research area through there is a simple difference of adding web as prefix and postfix. WI in Business WI is not only for academics research but it also fulfill the
industry demand of web analysis. Gone are the days when we say literate is only technology or literate But, now today is the era of information literate. Huge amount of information and its analysis lead to BI. But some time it
frustrates both users and IT. Before we proceed further and writes the need of WI in business, lets have a look on how organizations access, analyze, distribute the information. Organizations use different information systems to
extract the relevant and required information from relational databases, multidimensional databases and relational online analytical processing servers (ROLAP). On the basis of this information organizations take their decisions.
This information system is known as decision support system. Fortune 1000 companies act as the data mart for small enterprises and provide them the standard method of organizing the data for an enterprise's operations. WI is
a powerful query tool for relational and online analytical processing servers. It provides easy on report analysis for report consumers to modify the report and add calculations. "With Web Intelligence, we deploy a
supply-chain extranet to our customers and suppliers so they can analyze purchasing pattern and identify and consolidate processes that will save them considerable time and money. Business objects make all of this possible." Don Stoller, Senior Director Information Management, Ownes & Minor. WI is useful for both organization as well as users.
WI resides a flexible, feature rich application program on the desktop, which uses Web technology and help to access the web based resources as just another part of the business view. Java applets are most commonly used in this
technology. Organizations can make more effective decisions by gaining more insights to analyze trends and spot anomalies. It provides best web architecture to user for extranet deployment. WI enables the users to create documents
with industry leading report formatting capabilities. WI enables report authors to build professional quality documents. These documents have more tables and charts to share with large users and required multiple blocks in a single
report. WI provides drill down analysis to business intelligence user across one common dimension. It also works with OLAP sources for analysis and relational reports. WI helps the document author to build report on
report template component by simply drag and drop tables and charts. It helps all users to save documents in excel format with formatting carried over into new documents. Users can interact with on-report analysis for the
particular product they require. WI grows knowledge of casual user in BI environment and helps them to create a report without dependence on IT. It has the structure to provide high performance, maximum scalability
with minimizing IT administration cost. WI customizes the enterprise information portal via ASP (Active Server Pages) and JSP (Java Server Pages). It uses HTTP protocol to support DMZ (De Militarized Zone). It supports multiple
firewalls to ensure a secure transaction between companies deploying BI applications. WI has scalable architecture for weighted load balancing across multiple servers. Servers can be seamlessly added to system according to business
demand. To make WI as business solution, organization must use the first principle. First Principles
Elements of WI for business WI Server This server provides the intelligent solution to the business. It is useful for both remote and occasionally accessed users. It also controls the in house
activities. It controls the data mart and its related operations required for business decisions. Session Management WI has characteristics to keep a track of sessions and other services provided
to web clients. It checks the discontinuation of session and cleaning up after the movement of user. File Management It manages the file naming and transfer services used by the clients. Users
use the different data and report format for their business. WI manages all the features and named it as directory management. Time management WI provides the business a service to manage the
scheduling time for reports ands queries generated by the user. Information refreshes on the scheduled time. Eg. Reports are generated and sent using web technologies if there is an increase in sale beyond a certain level. Load Balancing Load balancing services manages the resources clustered like environment. Cluster is the group of two or more resources that act as a single unit. It is required when many users
want to use the same resource. Application Services These services of WI enable the web browsers as powerful tool for front end query. Therefore these are known as the brains of operations. Some
BI vendors offers complete web enabled solution for analysis and report generation. Web agents Intelligent web agents are software programs of making decision on behalf of their users. They do
self improvement even in unpredictable task environments. Web agents have two important functions. One is to prototype the entities for exhibiting and explaining web generated regularities. Second is to act as autonomous entity for
exploiting web based services. Web agents provide an information gateway to users for immediate access to relevant information. The information provided by them is just in time and up to minute. Web agents give reward and motivate
the users for more proliferation of content. Free download of software and collaborative chat, auction and scheduled plans for promotional deals are such rewards. Web agents also take web topology and information distribution into
account to simulate user surfing behaviour and explore the origin of regularities on the www surfing. Liu and Zhang designed the power law of distribution of user surfing depth which states that there is unique distribution of user
interest that leads to the regularities in user surfing behaviour. They have shown that the regularities in web are interrelated and not artifacts of particular surfing process. Regularities in web surfing also depend on the type
of user and familiarity with the web. Apart from the Web based regularities web agent also serves in web based services with different roles. Personalized Multimodal Interface Web
agents provide the user a friendly environment to user for presentation that personalizes the content and user interaction. This includes the cognitive aids like tables, charts, executive summaries, indices etc. Web agents act as
interface to ease of using the electronic services with these cognitive aids. It also allows the manipulations if required. Web agents make the information understandable based on user's previously customized cognitive style. Push and Pull Advertising In this type of advertising user interact with web agent for his favorites and web agent in response of that sends information about the requested items. Sending the
request to web agent is called pull advertising whereas push advertising is getting back information from web agent. These agents increase the positive externality of products. The information is passed to required and better
customers. Pattern Recognisation and Self-Organization Web agent enables to detect the buying pattern of the user and help the business organization to know how the individuals are aggregated in
group. They make a virtual market place for users and help to manage online commerce. Information Gateway Web agents help the users to access the information timely and with immediate effect.
Filtration and delivery of information is done by manipulating the various heterogeneous web sources like data warehouse, newswire and electronic bulletin. These sources tailored the information and give it to users just in time.
The web agents provide the up to minute information. Users can go with comparison shopping by using mobile and filtering capabilities. Reward Web agents motivate the users to enter and re-enter
certain electronic services. Web agents educate the users through push technology. They play a crucial role to consume audience's attention. Rewarding adds the value and is paid in form of monetary and motivational value. The
motivational rewards or incentives can be created by offering free access to certain information and utility resources, opportunities to participate in multi-user information. Matchmaking Web
agents can serve as new means for trading commodities. Web agents act dynamically to exchange the information about product and services with users and business organizations. Web agents help the users to have more choice on the
products. Wholesale dealer sales what they have in their store and customers are bound to buy the products whatever they find. Web agents customized business transactions to change the existing online buying and selling scenario.
They follow the new schemes. Dealers identify the purchase pattern and nature of the customers and customers are free to buy the products of their own interest. Collaborative Work Support
Web agents provide a collaborative work environment to solve the problem and manage the workflow activities. Ontology Though ontology is special branch of computer science but it has the
significant rolein web intelligence. Ontology is a representation of the main concept and their relationship ontology provides reasons for each property in the domain concept. It is used as knowledge representation application in
all areas of computer science like software engineering, Semantic web. It is based on object oriented paradigm. It has classes, their attributes and their instance. Ontology uses special ontology languages. It consists of domain
ontology which specifies the word according to domain. A single word can have different meaning in different ontology. Another branch of ontology is upper ontology or foundation ontology which includes the model of common objects
applicable in wide range of domain specific ontology. Combination of upper and domain specific ontology is Gellish ontology. Eg. If a word brain open different pages in terms of physiology but in computer science it
deals with CPU – brain of computer. These ontologies create various catalog of knowledge to make the infrastructure of the information system of different countries. It is used as multi- agent technology in
artificial intelligence system. Challenges in Research and development of WI Though the web has given the new revolution in the business development, yet it has some challenges. From the business
point of view, web technologies are still evolving. Research has shown that concerns about business intelligence over the web break down into three key themes – scalability, security and administration's burden. Scalability is
needed when huge volume of data exchange is required between databases and web clients. Many users can demand for the same information at the same time. Web servers may not be capable to handle such query so their burden is shared
by web agents. Persistence is required for any searching sessions, so that user can search any information without breaking the link. Web has the problem of largely unjustified images. Web is open to all types of larceny- hacking,
spoofing, and other illegal activities. Although these vulnerabilities are found in poorly managed sites, a robust security toolkit consists of digital certificate, public key encryption and security socket is present for secure
web. Administration feel burden when web techniques are adopted separately from existing BI environment. Administration has a worry of managing two different streams. Because both the environments are different and have different
contents with different format of reports, semantic layers and different query formats. Organization has a huge amount of users over the web. Many users need the expanded information that only client application can provide them.
So, if BI solution is not capable enough to provide them solution then administration has two different environments to manage. And if the user wants to use the web as well, it has to set up and maintain a new security profile.
Administration has to face the problem of installing and maintaining the plug – ins. These plug ins may be required to install separately on each individuals' desktop. However they know the different technical sophistication levels
of user. This type of desktop centric environment is a fat-client environment. The aforesaid features make WI a necessity for business. With new technology and developments WI exploit BI (Business Intelligence) and
CRM. In business intelligence, users are not the customers of one time; rather they are having an ongoing relationship with the organization's data sources. Users can be individual or a group or a small enterprise. Users can
have ongoing relationship with other customers, organization's data and different departments within the organization. WI has made its position high as research of new generation web based information processing technology.
E-commerce is the one of the most important applications of WI. It makes a platform for CRM and direct or targeted marketing. Web mining and web usages are the important tools for this application. Web mining is the data mining
techniques from web documents and services. Web farming is the agent paradigm for web mining for systematic refining of information resources for BI. Text analysis and retrieval are other growing research areas in WI with semantic
web. The aim of web based intelligent agent is to provide better information to user by filtrations. Research in WI has been done from two aspects, the structure of the web and the semantics of web. Web structure's
study not only fascinate web as a graph, but also gives valuable insight to web algorithms for searching and community discovery. The creator of www, Tim Burners Lee coined the term semantic web for intelligent network service with
syntactic and semantic content of documents. It allows the agents to utilize all data o web page and do logical mapping for ontology based web retrieval and e-business intelligence. Technologies in WI WI uses java applets for the searching and query processing. Organizations use different platforms (Windows NT, Windows 2003 server, Windows XP, Novel, Unix) and different versions of web browsers. Though platforms are
different but there cannot be separate copies of formatted information according to platform and version. So the following techniques are used to support WI on different platform
Common Object Request Broker Architecture (CORBA) It is a specification that allows applications running on different platforms to communicate with each other. It helps the different applications to use commonly
used services. CORBA is the delegate of Object Management Group (OMG), a coordinating body of 750 companies. OMG is established in 1989. OMG defines the Interface Definition Language (IDL) and Application Programming Interface
(API) to make the communication among Object Request Brokers (ORB). ORB is considered as middleware. It sets up the connection between client and application objects. ORB also violates the requirement of application objects running
on the desktop. ORB provides the transparency to the users. Clients are only required to know the location of ORB and ORB finds the objects in respond to the clients' query.
Internet Inter Object Request Broker Protocol (IIOP) It is the distributed object protocol that provides ORB a robust, persistent pipeline to communicate with one another. It was imbibed in 1994 by OMG CORBA 2.0
specification for interoperability among objects. These objects can of different vendors but must specify the CORBA 2.0 specification. IIOP is communication protocol like HTTP. During a query session ORBs are in touch of each other
to exchange user request and their results. ORBs are persistent than web browsers they never hang up before the completion of job. Users can do continuous access or process the query as long as they want.
JAVA and XML Java has extended the capabilities of web beyond the limits of HTML. This language is based on object oriented Paradigm and has java virtual machine (JVM). Microsoft Internet explorer and Netscape
Navigator have fully integrated JVM. Java provides a method of using application interface in BI that is identical to the in house applications. Java has more flexible tools and methods to render the data than HTML. Java has
applets – an application to run GUI objects, which help to establish the IIOP pipeline between the Web client and business intelligent server. Java and XML can handle XY positing and WYSIWYG control for report so that reports would
look same whether viewed on Web or not: whereas HTML do not have these features. Conclusion Web Intelligence is regarded as the key research field for the development of the Wisdom Web (including the Semantic Web). WI has given collaborative environment for analysis and distribution of information to all the concerns for development of business. WI is the tool for organization to stay in competitive world. But new technologies like CORBA, IIOP, Java, XML with robust web enabled business tools provides the organization a superior input to stay healthier in today's competitive global economy. Organizations can enjoy the competitive advantage by transporting the proven effectiveness of in-house decision support system to the web. References Links :
www.portal.asap.com/en_us/documents/busobj_webintelligence_information_sheet.pdf http://www.skyrr.is/media/vorur/white_paper_web_intelligence.pdf
http://www.wsicorporate.com/article/business_intelligence.html http://unex.uci.edu/certificates/it/web-intel www.google.com/help/fetures.html
http://www.ebookonline.net/computational-web-Intelligence-Intelligent-technology_129596.htm Articles: Business Editors,"ERP Takes Throne As Most Ubiquitous Enterprise Application In European Automotive Industry",
Business Wire, Sept.,2003 Hackathorn,R.D. "Web Farming for Data warehouse, MorganKaufmann,2000. Hendler,J.A. "Agents and the Semantic Web", IEEE Intelligent Systems,16:2, 30-37,2001
Y.Y.Yao,Ning Zhong,Jiming Liu,Setsuo Ohsuga,"Web Intelligence",2002 Journal: PhippenA, SheppardL, Funrnell S " A Practical Evaluation of web analytics":,Internet Research 14(2004):289-293. Books:
Ravi Kumar jain B ,"Semantic Web",2007 Ning Zhong,"Web Intelligence "Research and development" , 2001 Y-Q Zhang, Abraham kandel, Tsau Young Lin, "Computational Web intelligence: Intelligent
Technology for Web applications", 2004 |
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Source: E-mail November 7, 2009 |
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