Integrating IBM WebSphere Portal with Web Analytic Hosted and Non-Hosted Sites

Stefan LiescheRichard Gornitsky

#1298

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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

How many people

are using the Portal?

What are most users doing on the Portal?

How should I plan for

the growth of my

Portal?

What is the most popular

search?

Where are my user

coming from?

What are my customers downloading?

What is Portal Analytics?

The process of Collecting, Processing, andReporting

portal usage data.

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

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

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

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.

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.

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

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.

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

Analytics Data Collection ApproachesThere 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 6.1.0.1)

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.

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

Online

Analytics Architecture – Server-side Site Analytics

Browser HttpServer* Portal

AnalyticsLogfile

AnalyticsSoftware

ReportGeneration

Report

Offline

Covered by WebSphere Portal

Not covered by WebSphere Portal

Ln

L3

L2

L1

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)

Loggers in depthLogger 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

Example: Logging Page Requests

localhost - wpsadmin [01/Oct/2008:18:27:50 +0200] "GET /Page/6_CGAH47L008TI5027D49C9B3GS0 HTTP/1.1" 200 -1 "" "Mozilla/5.0 (Windows; U; Windows NT 5.1; en-GB; rv:1.8.1.17) Gecko/20080829 Firefox/2.0.0.17" "JSESSIONID=0000CzJfHQHM-ZCbUbwxIascPFo:-1;LtpaToken2=DQMY..."

The request was made from localhost

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 successful (HTTP

response code 200)

The size of the returned markup is

unknown to the logger

Firefox 2.0 on Windows XP

The request was made within a certain session,

identified by its id

Notes: Cookies can be filtered (SiteAnalyzerFormatter.cookies)

Example: Logging Page and Portlet Requests

localhost - wpsadmin [01/Oct/2008:18:27:50 +0200] "GET /Portlet/5_CGAH47L008TI5027D49C9B3 GS5/Information_Portlet?PortletPID=5_CGAH47L008TI5027D49C9B3GS5&PortletMode=View&PortletState=Normal HTTP/1.1" 200 -1 "http://localhost/Page/6_CGAH47L008TI5027D49C9B3GS0" "Mozilla/5.0 (Windows; U; Windows NT 5.1; en-GB; rv:1.8.1.17) Gecko/20080829 Firefox/2.0.0.17" "JSESSIONID=0000CzJfHQHM-ZCbUbwxIascPFo:-1;LtpaToken2=DQMY..."

The portlet

Referer: The page where the portlet is

placed

New

http://www-01.ibm.com/software/brandcatalog/portal/portal/details?NavCode=1WP1001S6

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 6.1.0.1)

Analytics and Reporting with WCM

• 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_8000CB1A00U6B02NVSPH1G20G1&PortletMode=view&PortletState=normal&RequestType=render&=PUBLIC_CONTEXT=%2fWeb%20Content%2fTestSite01%2fTestSiteArea01%2fTestContent01 HTTP/1.1" 200 -1 "http://hostanme/Page/6_80.../MyPage" "Mozilla/5.0 ..." "JSESSIONID=000..."

• Portlet Statistics Event Logging API:– saLogger.log("A sample business event");

• JavaDoc: http://www-01.ibm.com/support/docview.wss?uid=swg21372892

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.

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 URLsThey 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

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

Online

Analytics Architecture – Active Site Analytics

Browser HttpServer* Portal

AnalyticsData

AnalyticsSoftware

ReportGenerationReport

Online

Covered by WebSphere Portal Script Injection PoC

Not covered by WebSphere Portal

Ln

L3

L2

L1

Analytics Partner Solution

1. Client requests portal page

2. Portal returns page markup including metadata markup

3. Client aggregates metadata using JavaScript snippet

4. Client sends aggregate to analytics server (e.g. via HTTP GET)

5. Analytics server writes access log

6. 3rd party analytics package analyzes log

General Scenario – Active Site Analytics

BrowserClient

PortalServer

Analytics HTTPServer

Request Page

<div class=“portlet-window” id=“xyz123abc”>…

as.example.com

GET /portlet?id=xyz123abc&…

Event log

1

2

4

5

AnalyticsSW

6

3

Aggregation

Future: Aggregation ScriptPortal Page<div class=“page-name” id=“welcome”>

<script type="text/javascript"> dojo.forEach(portlets, function(portlet, i, portlets) { params += … } ); body.innerHTML += "<img src=‘http://as.example.com/portlet?id=" + params +" />";</script></div>

<div class=“portlet-window” id=“tcwtvxgl6”>

</div>

Portlet

<div class=“portlet-window” id=“quu3xqnbh”>

</div>

Portlet

<div class=“portlet-window” id=“mrpl1jad6”>

</div>

Portlet

<div class=“portlet-window” id=“pyy0wmj58”>

</div>

Portlet

** Some of the ideas presented here may be delivered in future version of WebSphere Portal, but some will not.

What exactly is recorded?

• Depends on the specific solutionTypically 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.

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

AgendaWhy 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

• Financial Highlights– 61% 5 year CAGR– 1,500+ online brands transacting $20 Billion+ annually– 40%+ growth in new customer acquisition 2007-2008– 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

AwardWinning

AnalystAcclaimed

Online Marketing and Business Optimization Suite

… jointly developed and supported for IBM WebSphere Commerce Server

Online Marketing and Business Optimization Suite

LIVEprofiles™LIVEprofiles™ create the foundation of a unique visitor experience

Actionable Marketing ApplicationsActionable Marketing Applications provide enterprise intelligence for precisely targeted campaigns, third-party web site analysis and measurable Search results

Web AnalyticsWeb Analytics solutions for rich segmentation analysis, ad-hoc reporting and industry specific benchmark performance

Coremetrics Connect™Coremetrics Connect™ Import/Export API provides Partner integration and utilization of client IP and/or visitor behavior

… jointly developed and supported for IBM WebSphere Commerce Server

LIVEprofiles™LIVEprofiles™ create the foundation of a unique visitor experience

Actionable Marketing ApplicationsActionable Marketing Applications provide enterprise intelligence for precisely targeted campaigns, third-party web site analysis and measurable Search results

Web AnalyticsWeb Analytics solutions for rich segmentation analysis, ad-hoc reporting and industry specific benchmark performance

LIVEprofiles™LIVEprofiles™ create the foundation of a unique visitor experience

Actionable Marketing ApplicationsActionable Marketing Applications provide enterprise intelligence for precisely targeted campaigns, third-party web site analysis and measurable Search results

LIVEprofiles™LIVEprofiles™ create the foundation of a unique visitor experience

Our WebSphere Portal Based IBM Intranet…

Organizational Tabs

Organizational tabs

Portlets

Portlets

Key Tabs

Key Portlets

Geography

Roles

Roles – Portlet and Search Term Zoom

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

Omniture• Public Company on NASDAQ: OMTR• $296M Revenue in 2008, 107% YOY Growth• Global Reach; 1100 Employees; 15 Countries

• Global Market Leader for Web Analytics• 5000 Customers, 200 Fortune 500; 95% Retention• Industry Consulting, 24/7 ClientCare and Education

• Over 3.5 Trillion Transactions Served in 2008• 15,000 Servers Across Global Data Centers• Over 250 Patents and Patent Applications

Company

Leadership

Infrastructure

PartnerEcosystem

• 700+ Channel Partners, 200+ Genesis Partners• Integrations with IBM WebSphere Commerce and Portal• Pending Global Alliance with IBM Global Services

5 of Top 10 Media Companies

6 of Top 10 Retailers

4 of Top 5 Banks

4 of Top 5 Travel Companies

23 of the Wired 40

11 of Top 15 Automotive Companies

7 of the Top 10 Consumer Products Companies

6 of the Top 10 Business Week IT-100

MEDIA

RETAIL

FINANCE

TRAVEL

TELECOM

MANUFACTURING

TECHNOLOGY

AUTOMOTIVE

Customer SuccessOver 5200 Customers Across Many Industries

Learn More about the Omniture/IBM Alliance at Impact 2009

Gold Sponsor Booth G2Birds of a Feather Session Today at NoonBreakout Session Today at 3:15pm

AgendaWhy 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

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.

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

Our Mission:

Webtrends Technology & Services

Identify and target your highest value visitors

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

Industry leading services and support for development and ongoing optimization of this customized solution

Listen, learn and participate in the social media conversation around your brand

WebSphere Overview Dashboard

Pages Report

Portlets Viewed

Breadcrumb

Download

Authenticated Usernames

AgendaWhy 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

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.

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

Our Mission:

Webtrends Technology & Services

Identify and target your highest value visitors

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

Industry leading services and support for development and ongoing optimization of this customized solution

Listen, learn and participate in the social media conversation around your brand

WebSphere Overview Dashboard

Pages Report

Portlets Viewed

Breadcrumb

Download

Authenticated Usernames

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

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

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.

We love your Feedback!• Don’t forget to submit your Impact session and

speaker feedback! Your feedback is very important to us, we use it to improve our conference for you next year.

• Go to www.impact09guide.com on a smartphone device or a loaner device

• From the Impact 2009 Online Conference Guide;– Select Agenda– Navigate to the session you want to give feedback on– Select the session or speaker feedback links– Submit your feedback

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