1. Stefan Liesche Richard Gornitsky
#1298
Integrating IBM WebSphere Portal with Web Analytic Hosted and Non-Hosted Sites
Stefan Liesche
Richard Gornitsky

2. Disclaimer
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for IBM’s products remains at the sole discretion of IBM .
Screenshots/Demo in this presentation are simulated or they are from current code. There is no commitment that they represent the final screenshots.
The purpose of this presentation is to gather feedback on a possible future product plan. The feedback will be used by IBM.

3. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

4. What is the most popular search? How many people are using the Portal?
What are most users doing on the Portal?
Where are my user coming from?
What are my customers downloading?
How should I plan for the growth of my Portal?

5. What is Portal Analytics?
The process of
Collecting,
Processing, and
Reporting
portal usage data.

6. Why do We Care About Portal Analytics?
Enables customers to provide a more personalized experience to their clients by deploying a more dynamic web solution.
Increase revenue with better targeting
Decrease cost with automatic tuning
Increase customer satisfaction, decrease infrastructure costs, and testing costs with better designs

7. What Do WebSphere Portal Customers Want!
Our customers are demanding better integration.
Integration with site analyzer tools are performed by manually imbedding tags into portlets and themes or creating reports based on the portal site analyzer logs.
Request seamlessly integration within each product to enable easy site metric analysis.
Customers more willing to buy products that are tested and integrated with their web analytic infrastructures

8. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

9. What is the User Experience Optimization Initiative?
The IBM User Experience Optimization Initiative (UEOI) teams IBM and the leaders of Web Analytic software to enable WebSphere Portal customers to easily capture and measuring the user activity so that portals can be better designed and targeted.
First step in implementing our vision to provide an improved and more personalized experience to our clients by allowing them to deploy dynamic and smarter web solutions.

10. Our Partners
Vendors Chosen Based on Market Leadership and Current Customer Relationships
Coremetrics
Omniture
Webtrends
Coremetrics is an IBM Partner and has an alliance with WebSphere Commerce
Omniture is a fast growing web analytic leader
Omniture is a leading provider of online business optimization software
Gold Sponsor of Impact 2009
Has integrations with IBM Websphere Commerce and Portal
Global Alliance with IBM Global Business Services
Webtrends is very established within WebSphere Portal customers.

11. Phase 1 Show how the web analytic products already work today
Have detail solution guides available on the WebSphere Portal wiki
Also available on Coremetrics, Webtrends, or Omniture’s web site
Provide service offering if you need help
Create generic Web Analytic Reports for the Portal Site Analyzer Log
Webtrends only

12. ISSL Service Offerings
ISSL has experience working with customers to define;
What to measure
How to measure it
Overall approach is necessarily agnostic to the analytics tool
Lotus/ISSL is committed to working with Omniture, Coremetrics, and Webtrends
ISSL is seeking pilot projects
Ensure that our approach will provide the maximum integration between these tools and future releases of WebSphere Portal.

13. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

14. Analytics Data Collection Approaches
There are two main approaches for collecting analytics data:
Server-side Site Analytics (aka logfile analysis)
User interactions and meta data is written to server logfiles hosted on the Portal Server.
Logfiles can be recorded and stored for later offline processing.
Analytics engines read these logfiles for collecting analytics data.
WebSphere Portal provides fine grained usage information.
Only hits on the Portal Server are recorded (e.g. cached page hits are not recorded)
Logfile recording is activated via configuration in WebSphere Portal.
No special coding needed for base reporting (pages, portlets,…)
Portlets can report specialized business events by calling analytics log API (since )
Active Site Analytics (aka page tagging)
Java script within the Portal page (e.g. Theme/Skin) notifies analytics server about user activity.
Analytics data is collected online within the Analytics system.
Analytics systems gather and process this data locally.
Currently (WP6.1) appropriate Java script needs to be injected manually into Portal.
The injected javascript determines which data will be recorded (requires proper planning)
Injection into Themes and Skins allows reporting of page and Portlet views.
Portlet business events are collected by adding javascript to the Portlet markup.
Any rendering of the corresponding page in the users browser can be recorded (incl. cached pages)
Both approaches can be used with WebSphere Portal 6.1, either exclusively or in combination.

15. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

16. Analytics Architecture – Server-side Site Analytics
Covered by WebSphere Portal
Online
Browser
Http
Server*
Portal L1 L2 L3 Ln
Analytics
Logfile
Report
Generation
Analytics
Software
Report
Http Server can write its own log file. It is, however, not as useful as the portal’s analytics logfile.
Not covered by WebSphere Portal
Offline

17. What exactly is recorded?
Users requesting pages, incl. contained Portlets
Session activities (login, logout, timed out, login failed)
Page management (creating, updating, deleting a page)
User Management actions (creating, updating, deleting users and groups)

18. Loggers in depth Logger Purpose SiteAnalyzerSessionLogger
Logs session events like login or logout
SiteAnalyzerUserManagementLogger
User and group management events like creating or deleting users and groups
SiteAnalyzerPageLogger
Page render events
SiteAnalyzerPortletLogger
Portlet render events
SiteAnalyzerJSRPortletLogger
Custom business events in standard Portlets (JSR 168, JSR 286)
SiteAnalyzerPortletActionLogger
Actions occurred in a Portlet
SiteAnalyzerApplicationActionLogger
Actions occurred in a Portlet application
SiteAnalyzerErrorLogger
Logs any errors

19. Example: Logging Page Requests
The authenticated user for this request was wpsadmin (short name of the user)
Date and time of the request
Page that was requested
The request was made from localhost
localhost - wpsadmin [01/Oct/2008:18:27: ] "GET /Page/6_CGAH47L008TI5027D49C9B3GS0 HTTP/1.1" "" "Mozilla/5.0 (Windows; U; Windows NT 5.1; en-GB; rv: ) Gecko/ Firefox/ " "JSESSIONID=0000CzJfHQHM- ZCbUbwxIascPFo:-1;LtpaToken2=DQMY..."
The size of the returned markup is unknown to the logger
The request was made within a certain session, identified by its id
Firefox 2.0 on Windows XP
The request was successful (HTTP response code 200)
Notes:
Cookies can be filtered (SiteAnalyzerFormatter.cookies)

20. Example: Logging Page and Portlet Requests
The portlet
localhost - wpsadmin [01/Oct/2008:18:27: ] "GET /Portlet/5_CGAH47L008TI5027D49C9B3 GS5/Information_Portlet?PortletPID=5_CGAH47L008 TI5027D49C9B3GS5&PortletMode=View&PortletState= Normal HTTP/1.1" " 3GS0" "Mozilla/5.0 (Windows; U; Windows NT 5.1; en-GB; rv: ) Gecko/ Firefox/ " "JSESSIONID=0000CzJfHQHM- ZCbUbwxIascPFo:-1;LtpaToken2=DQMY..."
Referer: The page where the portlet is placed

21. Analytics and Reporting with WCM
New
Analytics and Reporting with WCM
The JSR 286 Web Content Viewer implements site analysis logging, which enables you to gather usage statistics of each instance of the rendering portlet. (since )
Enable detailed site analysis logging for WCM:
Install PK76625
Activate the SiteAnalyzerJSRPortletLogger logger SiteAnalyzerJSRPortletLogger.isLogging = true
hostname - user [Date] "GET /Portlet/ 5_8.../Web_Content_Viewer_(JSR_286) /Web%20Content%2fTestSite01%2fTestSiteArea01%2fTestContent01?PortletPID=5_80 00CB1A00U6B02NVSPH1G20G1&PortletMode=view&PortletState=normal&RequestType=re nder&=PUBLIC_CONTEXT=%2fWeb%20Content%2fTestSite01%2fTestSiteArea01%2fTestCo ntent01 HTTP/1.1" " "Mozilla/ " "JSESSIONID=000..."
Portlet Statistics Event Logging API:
saLogger.log("A sample business event");
JavaDoc:
Solution Catalog 21

22. Information that can be derived from the log
Browsers and Operating sysems of the users visiting the portal
Different logins corresponding to authenticated users
Robots and programmatic clients
Pages that were requested but not found
Search engines, key phrases and key words
Different operating systems as reported by the browser
The referring page a user came from
Entry and exit URLs
Many more …
Please keep in mind: Portal provides just the data (log file).
It is up to the analysis package (not part of the portal offering) to derive information from the data.

23. Key Takeaways for Server-side Site (Logfile) Analytics
WebSphere Portal’s site analytics log provides all the necessary data for site analytics
The recorded URLs are not real, clickable URLs
They still provide the relevant information to find out which pages the users of the portal looked at
We explained how portal formats the analytics log file

24. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

25. Analytics Architecture – Active Site Analytics
Covered by WebSphere Portal Script Injection PoC
Online
Browser L1
Http
Server*
Portal L2 L3 Ln
Report
Generation
Analytics
Software
Analytics
Data
Report
Http Server can write its own log file. It is, however, not as useful as the portal’s analytics logfile.
Not covered by WebSphere Portal
Online

26. General Scenario – Active Site Analytics
Client requests portal page
Portal returns page markup including metadata markup
Client aggregates metadata using JavaScript snippet
Client sends aggregate to analytics server (e.g. via HTTP GET)
Analytics server writes access log
3rd party analytics package analyzes log
Analytics Partner Solution
Analytics SW
as.example.com
Analytics
HTTP
Server 6 5
GET /portlet?id=xyz123abc&…
Aggregation 4
Event log 3 2
Browser
Client
Portal
Server
<div class=“portlet-window” id=“xyz123abc”>…
Request Page 1

27. Future: Aggregation Script
Portal Page
<div class=“page-name” id=“welcome”>
<script type="text/javascript">
dojo.forEach(portlets,     function(portlet, i, portlets) {         params += …     } );
body.innerHTML += "<img src=‘ + params +" />";
</script>
</div>
<div class=“portlet-window” id=“tcwtvxgl6”>
</div>
<div class=“portlet-window” id=“quu3xqnbh”>
</div>
Portlet
Portlet
<div class=“portlet-window” id=“mrpl1jad6”>
</div>
<div class=“portlet-window” id=“pyy0wmj58”>
</div>
Portlet
Portlet
Future
** Some of the ideas presented here may be delivered in future version of WebSphere Portal, but some will not.

28. What exactly is recorded?
Depends on the specific solution
Typically recorded events are:
Page Display
Listing of items on the page
Download actions
Links leaving the site
Information is sent to analytics system from the browser
(web bug, java script, image link,...)
Some tools cover multiple request per single page
(page+portlet+content)
Information is usually dependent on specific screen being rendered.

29. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

30. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

31. Online Marketing and Business Optimization Suite
… jointly developed and supported for IBM WebSphere Commerce Server
Financial Highlights
61% 5 year CAGR
1,500+ online brands transacting $20 Billion+ annually
40%+ growth in new customer acquisition
Record revenue in 2008
Analyst acclaimed & award winning
Only vendor named “leader” by Forrester 4 consecutive years
Overall points leader in last Forrester Wave with highest marks for Strategy
Top solution for “Advanced Features” in Jupiter’s recent Web Analytics Buyers Guide.
Strong partner ecosystem
Over 70 digital media partnerships
Exclusive integration with IBM WebSphere Commerce
Integrated Technology Platform – Coremetrics Connect
Analyst
Acclaimed
Award
Winning
Corporate facts for those interested in learning more about Coremetrics.

32. Online Marketing and Business Optimization Suite
… jointly developed and supported for IBM WebSphere Commerce Server
LIVEprofiles™ create the foundation of a unique visitor experience
LIVEprofiles™ create the foundation of a unique visitor experience
Actionable Marketing Applications provide enterprise intelligence for precisely targeted campaigns, third-party web site analysis and measurable Search results
LIVEprofiles™ create the foundation of a unique visitor experience
Actionable Marketing Applications provide enterprise intelligence for precisely targeted campaigns, third-party web site analysis and measurable Search results
Web Analytics solutions for rich segmentation analysis, ad-hoc reporting and industry specific benchmark performance
LIVEprofiles™ create the foundation of a unique visitor experience
Actionable Marketing Applications provide enterprise intelligence for precisely targeted campaigns, third-party web site analysis and measurable Search results
Web Analytics solutions for rich segmentation analysis, ad-hoc reporting and industry specific benchmark performance
Coremetrics Connect™ Import/Export API provides Partner integration and utilization of client IP and/or visitor behavior
Put in the perspective of the customer
All of our data is extending out to the various systems
Today we offer the market a complete portfolio of solutions for Online Marketing and Business Optimization.
All built upon our proven analytics platform, we effectively drive the widest range of marketing programs from a single set of knowledge and a tightly integrated portfolio.
We are constantly driving new areas of innovation and uniqueness into the portfolio:
We offer the most complete set of visitor level information, storing and tracking profiles for each of your visitors, enabling you to understand how visitors interact with your business over time into a LIVEprofile. This gives you unparalleled knowledge about extended buying cycles repeat and loyal customers and the impact that each of your marketing initiatives plays in driving conversion.
Actionable Marketing Applications provide enterprise intelligence for precisely targeted campaigns, third-party web site analysis and measureable performance results
Coremetrics Search for Search Engine Marketing
Coremetrics Intelligent Offer for product recommendations based upon product affinities and user behavior
Coremetrics LIV for target campaigns
And now, we’ve added the capability to evaluate the impact of marketing initiatives that occur away from your online site - display advertising, widgets, micro-sites, viral initiatives and other “off-site” activities. In many cases, these off-site activities represent the largest portion of your marketing spend. Yet today, it is difficult or even impossible to understand the impact of unconverted display ads or other off-site activities in the context of a customer conversion cycle. Today Coremetrics adds another innovation, enabling you to not just track this activity, but to evaluate its performance in the context of all other marketing programs.
Coremetrics Impression Attribution ..the industry’s first solution for measuring your Ad performance on third party web sites
2) We offer the markets only native peer level benchmarking capabilities in our Web Analytics suite. Coremetrics Benchmarking provides you with direct insight into how your performance compares to that of your competition. Through this, we provide the context you need to determine if your performance is a reflection of market conditions in your vertical sector or verify that are truly outperforming the market on your initiatives. Insight such as this enables all of us to make better decisions that take into consideration a wide variety of scenarios.
Coremetrics Analytics provides rich web site intelligence and Coremetrics Explore is utilized for “deep dive” ad hoc visitor behavior analysis
3) Coremetrics Connect provides the import/export API for our Partner community AND the utilization of your consumer intelligence and/or visitor behavior to improve the visitor experience.
Together this portfolio provides the power to visualize and analyze your online initiatives but also the power to take direct, immediate action on your business to improve results.
Business critical infrastructure
Driving revenues
Guaranteed performance for revenue driving initiatives and other critical systems.
Shared resources improve results, efficiency while eliminating redundant tasks. 32 32

33. Our WebSphere Portal Based IBM Intranet…
3333
Our WebSphere Portal Based IBM Intranet…

34. 3434
Organizational Tabs
Organizational tabs

35. 3535
Portlets
Portlets

36. 3636
Key Tabs

37. 3737
Key Portlets

38. 3838
Geography

39. 3939
Roles

40. Roles – Portlet and Search Term Zoom
4040
Roles – Portlet and Search Term Zoom

41. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

42. Omniture Company Leadership Infrastructure Partner Ecosystem
4242
Omniture
Public Company on NASDAQ: OMTR
$296M Revenue in 2008, 107% YOY Growth
Global Reach; 1100 Employees; 15 Countries
Company
Global Market Leader for Web Analytics
5000 Customers, 200 Fortune 500; 95% Retention
Industry Consulting, 24/7 ClientCare and Education
Leadership
Over 3.5 Trillion Transactions Served in 2008
15,000 Servers Across Global Data Centers
Over 250 Patents and Patent Applications
Infrastructure
700+ Channel Partners, 200+ Genesis Partners
Integrations with IBM WebSphere Commerce and Portal
Pending Global Alliance with IBM Global Services
Partner Ecosystem

43. Customer Success Over 5200 Customers Across Many Industries
4343
Customer Success Over 5200 Customers Across Many Industries
Learn More about the Omniture/IBM Alliance at Impact 2009
Gold Sponsor Booth G2
Birds of a Feather Session Today at Noon
Breakout Session Today at 3:15pm
MEDIA
5 of Top 10 Media Companies
6 of Top 10 Retailers
RETAIL
4 of Top 5 Banks
FINANCE
4 of Top 5 Travel Companies
TRAVEL
TELECOM
23 of the Wired 40
7 of the Top 10 Consumer Products Companies
MANUFACTURING
TRANSITION IN – We’ve been successful because we listen to customers. Starting with the first customer, to now, with our leadership position in so many different verticals
Since our inception, Omniture has built its solution set to meet the broader needs of the market. Trust me, in the early days when online was all about eCommerce, we lost a few deals to vendors that were architected specifically for online Retail and shopping cart optimization. But the reality is that not everyone needs shopping cart optimization.
The wisdom of developing the most flexible solution on the market is paying huge dividends today for Omniture and our customers across Retail, Media, Travel, Finance, Telco, Manufacturing, Automotive, etc.
The reasons are two fold. First, the value of breadth and depth of cross-industry customer input into our product has driven huge advancement in product innovation and quality. Second, our customers are witnessing profound value of cross pollination across industries. For example, Travel companies are leveraging conversion best practices from the Retail industry and improvement of content affinity from Media.
6 of the Top 10 Business Week IT-100
TECHNOLOGY
AUTOMOTIVE
11 of Top 15 Automotive Companies

52. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

53. Our Mission: Our Credentials:
5353
Our Mission:
Our Credentials:
Created the web analytics market 15 years ago
Countless industry firsts, including hosted solution
55 patents granted worldwide, 40 patents pending
State of the art data centers: never lost a byte of customer data
Global, dedicated solutions consultants and support
“100% of analytics functionality,” - Jupiter Research
7000+ customers and 300+ employees
The preferred choice for top analytics consultants
We turn numbers from your web site and throughout your organization into understanding of your business and customers –
Understanding that leads to action, action that leads to success. 53

54. Webtrends Technology & Services
5454
Webtrends Technology & Services
Industry leading services and support for development and ongoing optimization of this customized solution
Drive profitable traffic to your digital channels
Optimize content, communications and the
entire online experience
Collect, access and share visitor-level digital
data across the Enterprise
Measure & quantify visitor engagement
Webtrends Marketing Optimization solutions offer a powerful range of data collection, processing and analytical tools to drive optimization across your marketing ecosystem.
Identify and target your highest value visitors
Listen, learn and participate in the social media conversation around your brand 54

55. WebSphere Overview Dashboard

56. Pages Report

57. Portlets Viewed

58. Breadcrumb

59. Download

60. Authenticated Usernames

61. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

62. Our Mission: Our Credentials:
6262
Our Mission:
Our Credentials:
Created the web analytics market 15 years ago
Countless industry firsts, including hosted solution
55 patents granted worldwide, 40 patents pending
State of the art data centers: never lost a byte of customer data
Global, dedicated solutions consultants and support
“100% of analytics functionality,” - Jupiter Research
7000+ customers and 300+ employees
The preferred choice for top analytics consultants
We turn numbers from your web site and throughout your organization into understanding of your business and customers –
Understanding that leads to action, action that leads to success. 62

63. Webtrends Technology & Services
6363
Webtrends Technology & Services
Industry leading services and support for development and ongoing optimization of this customized solution
Drive profitable traffic to your digital channels
Optimize content, communications and the
entire online experience
Collect, access and share visitor-level digital
data across the Enterprise
Measure & quantify visitor engagement
Webtrends Marketing Optimization solutions offer a powerful range of data collection, processing and analytical tools to drive optimization across your marketing ecosystem.
Identify and target your highest value visitors
Listen, learn and participate in the social media conversation around your brand 63

64. WebSphere Overview Dashboard

65. Pages Report

66. Portlets Viewed

67. Breadcrumb

68. Download

69. Authenticated Usernames

70. Agenda
Why Analytics?
What is the User Experience Optimization Initiative?
Comparing Server-side and Active Site Analytics
Overview on Server-side Site Analytics
Overview on Active Site Analytics
Coremetrics
Omniture
Webtrends
Future Outlook

71. Futures
Enhance integration with the Web Analytic Vendor products in WebSphere Portal 7.0
Create an administrative portlet which enables the user to choose which web analytic product he/she is using.
WebSphere Portal will inject script/tags into the theme/skins, portlets, or possibly content repository
Add portlets with dashboard and content / grouping segmentation reports
Provide portal and portlet views

72. Long-term Vision
“A self-optimizing portal that automatically responds to the demand on the site and optimises for better results.”
Understand user behaviour on your Portal site and have your Portal automatically respond to usage patterns and optimise the user experience.
Set targets and have Portal and Analytics technologies work on achieving these goals.
Automatically compare alternative strategies and automatically select the ideal strategy based on user insight.

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