1. IBM Tivoli Web Site Analyzer Training Document

2. Overview
IBM Tivoli Web Site Analyzer is a superior Web analytics solution that delivers an accurate and detailed analysis of enterprise Web site activities, enabling customers to transform random Web data into valuable e-business intelligence.
Within this document, you will learn more about:
The target audience.
Marketing activities and offerings to customers and prospects to introduce them to this solution.
The value proposition and key messages to help you generate more leads among customers and prospects.
Product information and clear competitive differentiation.
The goal is simple: To provide customers and prospects with intelligent management software, so they can accurately evaluate Web trends and make proactive decisions to manage their e-business environment better and thrive in the demand world.

3. Target Audience Webmasters—significant influencer of purchase
Needs to measure and optimize site usage rates and report back to CIO and Line of Business (LOB) managers.
Manages day-to-day Web site content operations ensuring links are operational; verifying site integrity; identifying missing content; targeting/updating/adding/deleting content; understanding referrals and search usage.
Feeds Web site performance problems to IT operations.
Interacts with e-business analysts who govern online advertising and marketing activities.
IT Operations Manager – major influencer or decision maker
Needs to understand Web server performance.
Responsible for overall management of IT resources.
Sets hardware, network, and software strategies based on corporate need and budget considerations.
From a system management perspective, is now forced to do more with fewer resources and less budget.

4. Target Audience
e-Business Market Analyst – significant influencer (reports up to VP of Marketing or other LOB)
Tracks visitor traffic and customer trends; understanding navigation patterns, visitor behavior, and overall site effectiveness as a channel.
Evaluates products & solutions once need is identified.
Online Sales Analyst – significant influencer (reports to VP of Sales or LOB Mgr.)
Understands what makes a successful campaign and turns this into best practices.
Plans and executes e-campaigns.

5. Target Audience CIO and IT strategy specialists - buyers
Needs to understand Web site usage patterns.
Maintains content and structural integrity (policy conformance, page sizes, broken links).
Improves site performance (Web traffic, server availability, response times, down load times, etc.).
Requires metrics that enable user profiling and segmentation to deliver more personalized, targeted and successful campaigns.
Page Designers, Web Artists and Writers - influencers
Needs to understand the effectiveness of Web site content and Web advertising efforts to improve future Web marketing effectiveness.

6. Call Handling What is your objective?
Educate customers and prospects about the benefits of IBM Tivoli Web Site Analyzer.
Encourage customers and prospects to download the demo and white paper.
Generate qualified leads for sales force follow-up.
Create awareness of and interest for intelligent management software solutions for the on demand world from Tivoli software.

7. Value Proposition
IBM Tivoli Web Site Analyzer is a comprehensive, cost-effective, Web analysis and reporting solution. Maximum business value and ROI is realized through robust, accurate, and detailed analysis of and reporting on:
Web site structure and content.
Visitor usage and behavior.
Web site traffic.
Web server performance.
Web Site Analyzer allows you to easily explore and discover what your Web visitors are actually doing and precisely measure e-business success.

8. Web Site Analyzer Benefits
IBM Tivoli Web Site Analyzer:
Increases responsiveness with autonomic problem diagnosis.
Focuses IT Services to provide the greatest impact to your business.
Increases infrastructure resiliency with predictive failure analysis.
With Web Site Analyzer customers can:
Gain an understanding of visitor behavior in order to enhance customer loyalty and increase customer value.
Target offers and campaigns to specific customers.
Determine effectiveness of online advertising.
Track effectiveness and success of marketing campaigns and offers.
Identify appropriate e-business partners through generated referral traffic and realized profits.
Ensure that a site is and remains responsive, technically sound, and easily navigated.
Track and manage the popularity of success of various content and products.
Plan Web infrastructure capacity to handle future growth.

9. Key Messages
Increases the business value of a Web site through optimization and insights gained from analysis.
Helps businesses understand how their customers and prospects are interacting with their Web site structure and content.
Identifies Web site traffic patterns, problems or issues, allowing businesses to intelligently manage, improve, and optimize their sites for increased customer value and business benefit.
Provides dynamic Web page data capture and Web based reporting and administration through Web Tracker (data tagging) technology.
Allows you to define and report on a full page or any component within a page (flexibility not available through log file analysis).
Captures site activity in real-time.
Integrates with existing IT analytics processes today, and in the future, with multi-channel data capture methods.
Log file analysis for batch processing or data tagging for real-time Web based analysis and reporting.
Logs, Real-time, Database, Web Application Server, Application Logging Service, API.

10. Key Messages
Open technology architecture enables integration with more platforms and languages than any Web analytic vendor.
Competitively priced for cost savings.
Lower total cost of ownership and faster ROI than with WebTrends, Net Tracker or Accrue.
Significantly less expensive than NetGenesis.
Rapid deployment.
Fast installation, low cost of implementation, faster time to value.
TWSA is the only Web analytic product in the market to fully and seamlessly integrate with the IBM WebSphere platform – broadening its value and providing a total solution.
Integrated with IBM WebSphere Application Server (including WebSphere Edge Server), WebSphere Portal, WebSphere Commerce, DB2 Data Warehouse Manager, and Tivoli Performance and Availability family.

11. Competitive Differentiation
Price is highly competitive.
WebTracker (invisible single pixel data tagging) technology provides near real time Web page data capture.
Multi-channel data capture methods (logs, real-time, data base, Web Application Server, Application Logging Service, API).
Immediate ROI - fast installation, low cost of implementation.
Broadest platform support of any web analytic vendor.
Only web analytic product on the market designed for the WebSphere platform:
Integrated with WebSphere Application Server (including WebSphere Edge Server), DB2 Data Warehouse Manager, WebSphere Portal, WebSphere Personalization, WebSphere Commerce, Tivoli Performance and Availability product family, and DB2 Data Warehouse Manager)
Group 1 NLS support (10 languages).
Includes DB2 UDB (Oracle 8 support in v4.0 optional).