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The Dawn of Web 3.0: Semantics, Webhooks, Conversation Analytics, and the Rise of the Machines


terminator2When the internet and packet switching was invented in the early 1960s, the word “internet” didn’t exist.  And the phrase “World Wide Web” wasn’t widely used until three decades later in the early 90s. “Web 2.0” was coined at the turn of the century.  While the internet, which could be considered Web 1.0, was essentially a platform for disseminating passive information, Web 2.0, though not an evolution of how the internet worked, gave reference to the way people used the internet to collaborate.

Web 2.0 refers to the collaborative online practices and tools that began to flourish in the 2000s: social media, forums, wikis, SaaS platforms, etc. So Web 2.0 refers to both the way PEOPLE used the internet and the online tools that enabled PEOPLE to work together via the internet.

In, 2005-ish, shortly after the phrase and concept of Web 2.0 really took root, there was a stab made at coining the term Web 3.0. But the title didn’t stick because people were trying to use “Web 3.0” as the ability to personalize their web experience (iGoogle and such), or people were using Web 3.0 to refer to the fact that the internet was moving beyond a typical desktop computer and becoming readily available on mobile and other devices. However, this really isn’t an evolution in the internet’s function, so the phrase didn’t stick.

Web 3.0 is here, now.

Web 3.0 is upon us in a new evaluation of the internet.

What is Web 3.0? Web 3.0 is often called the Semantic Web. There are a few different ways the concept of Web 3.0 can be examined, but the umbrella concept is the Semantic Web. Semantics is the study of meaning. Traditionally applied to linguistics, semantics is how we make meaning with words and how we interpret meaning.

What does semantics have to do with the internet? Web 3.0 is referred to as the Semantic Web because now the internet is making meaning without people. Further, Web 3.0 is taking this meaning, communicating with other Web platforms, and taking actions. Essentially, the internet (with the help of human algorithms) is thinking and acting for itself. Whereas Web 2.0 gave birth to humans collaborating online, Web 3.0 is the birth of Web platforms collaborating online.

For example, LogMyCalls is soon to launch a service called Conversation Analytics. Conversation Analytics allows our system to hear what is going on in a phone conversation, without having a person actually listening to the phone call. Conversation Analytics can gauge the intent of a phone call, know if the customer was agitated or happy, know if a sale was made, know if the phone caller was a good lead, bad lead, or current customer, and much more. Algorithms and indicators and speech analytics make all of this possible.  Meaning is created by the Web platform. But that’s just step one of Web 3.0.

Next, the data created by Conversation Analytics can be plugged into a various webhooks. A webhook is an HTTP method triggered by an event that occurs within a web application which contains a bunch of information within the URL. In other words, webhooks are how web platforms pass information to each other. After set up, it’s all automated actions.

6 Ways to Use Webhooks and Call Tracking for Marketing Automation

So to work, webhooks need an event that triggers the webhook. This is where Conversation Analytics comes back to play. In one use case, Conversation Analytics will score a phone call. Notification of a scored call then triggers the webhook which will send info from LogMyCalls to a CRM and automate CRM actions such as send an automated email to a customer or a call back notification to a sales rep. Marketing automation in this fashion is Web 3.0.

While Web 3.0 represents the internet that is creating meaning and Web platforms that are collaborating in hands-off automated ways, what will Web 4.0 bring? Self-aware systems ala Skynet or the Matrix? 

For now, Web 3.0 is here. These online tools are revolutionizing business intelligence and efficiency, automating marketing and other business processes. 


We all have this instinct of going online to search for a particular phone number. That number may have appeared in our inboxes and we would like to know who the person is behind the number in
Posted @ Saturday, January 18, 2014 4:48 AM by edwin
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