Integrating IBM Web Sphere Portal With Web Analytic Hosted And Non Hosted Sites V1 R8

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

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.

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 lar
o pu
are m
usi any p m os t p
ng is t h e r c h?
the eople W ha t s ea
Por
tal?

W hat a s er
re
doing o most us ers W here are my u
n the P rom?
ortal? coming f

for W hat are m
I plan y customers
How should of my downloading
t he growth ?
?
Portal

What is Portal Analytics?
The process of
Collecting,
Processing, and
Reporting
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?
• 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
W ebSphere 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
• W ebtrends is very established within W ebSphere 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?
• Coremetrics
• Omniture
• Webtrends
• Future Outlook

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 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?
 Comparing Server-side and Active Site Analytics
• Coremetrics
• Omniture
• Webtrends
• Future Outlook

Analytics Architecture – Server-side Site
Analytics
Covered by WebSphere Portal Online

L1

Http L2
Browser Portal
Server* L3
Ln

Analytics
Logfile

Report Report Analytics
Generation Software

Not covered by WebSphere Portal Offline

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 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

Example: Logging Page Requests
The request was
made from
The authenticated user for
this request was wpsadmin
Date and time of the
request
Page that was
requested
(short name of the user)
localhost

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

The request was The size of the The request was made Firefox 2.0 on
successful (HTTP returned markup is within a certain session, Windows XP
response code 200) unknown to the logger identified by its id

Notes:
 Cookies can be filtered (SiteAnalyzerFormatter.cookies)

Example: Logging Page and Portlet Requests
The portlet

localhost - wpsadmin [01/Oct/2008:18:27:50
+0200] quot;GET /Portlet/5_CGAH47L008TI5027D49C9B3
GS5/Information_Portlet? The page
Referer:
PortletPID=5_CGAH47L008TI5027D49C9B3GS5&PortletM
where the portlet is
placed
ode=View&PortletState=Normal HTTP/1.1quot; 200 -1
quot;http://localhost/Page/
6_CGAH47L008TI5027D49C9B3GS0quot; quot;Mozilla/5.0
(Windows; U; Windows NT 5.1; en-GB; rv:1.8.1.17)
Gecko/20080829 Firefox/2.0.0.17quot;
quot;JSESSIONID=0000CzJfHQHM-
ZCbUbwxIascPFo:-1;LtpaToken2=DQMY...quot;

Ne
Analytics and Reporting with WCM w

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)

• Enable detailed site analysis logging for WCM:
– Install PK76625
– Activate the SiteAnalyzerJSRPortletLogger logger SiteAnalyzerJSRPortletLogger.isLogging = true
• hostname - user [Date] quot;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/1.1quot; 200 -1 quot;http://hostanme/Page/
6_80.../MyPagequot; quot;Mozilla/5.0 ...quot; quot;JSESSIONID=000...quot;

• Portlet Statistics Event Logging API:
– saLogger.log(quot;A sample business eventquot;);
• JavaDoc: http://www-01.ibm.com/support/docview.wss?uid=swg21372892

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

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 Please keep in mind: Portal
provides just the data (log file).
• Many more … 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 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

Agenda
 Why Analytics?
 Overview on Server-side Site Analytics
• Coremetrics
• Omniture
• Webtrends
• Future Outlook

Analytics Architecture – Active Site Analytics
Covered by WebSphere Portal Script Injection PoC Online

L1
L2 Http
Browser Server* Portal
L3
Ln

Report Report Analytics Analytics
Generation Software Data

Not covered by WebSphere Portal Online

General Scenario – Active Site Analytics
1. Client requests portal page
2. Portal returns page markup including metadata
markup
3. Client aggregates metadata using JavaScript
snippet Analytics Partner Solution
4. Client sends aggregate to analytics server
(e.g. via HTTP GET) Analytics
5. Analytics server writes access log SW
as.example.com
6. 3rd party analytics package analyzes log

Analytics 6
5
HTTP
GET /portlet?id=xyz123abc&…
Aggregation Server
4 Event log

3
2
<div class=“portlet-window” id=“xyz123abc”>…
Browser Portal
Client Server
1 Request Page

Future: Aggregation Script
Portal Page
<div class=“page-name” id=“welcome”>
<div class=“portlet-window” id=“tcwtvxgl6”> <div class=“portlet-window” id=“quu3xqnbh”>

Portlet Portlet

</div> </div>

<div class=“portlet-window” id=“mrpl1jad6”> <div class=“portlet-window” id=“pyy0wmj58”>

Portlet Portlet

</div> </div>

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

** 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 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.

Agenda
 Why Analytics?
 Overview on Active Site Analytics
• Coremetrics
• Omniture
• Webtrends
• Future Outlook

Agenda
 Why Analytics?
 Coremetrics
• Omniture
• Webtrends
• Future Outlook

Online Marketing and
Business Optimization Suite
… jointly developed and supported for IBM WebSphere Commerce Server
Analyst
• Financial Highlights Acclaimed
– 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 Award
for Strategy
–
Winning
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

Online Marketing and
Business Optimization Suite
… jointly developed and supported for IBM WebSphere Commerce Server

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

Our WebSphere Portal Based IBM Intranet…

Organizational Tabs

Organizational tabs

Roles – Portlet and Search Term Zoom

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

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

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

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

Customer Success
Over 5200 Customers Across Many Industries

MEDIA 5 of Top 10 Media Companies

RETAIL 6 of Top 10 Retailers

FINANCE 4 of Top 5 Banks
Learn More about the Omniture/IBM Alliance
TRAVEL at Impact 2009
4 of Top 5 Travel Companies
Gold Sponsor Booth G2
TELECOM 23 of the W ired 40
Birds of a Feather Session Today at Noon
Breakout Session Today at 3:15pm
MANUFACTURING 7 of the Top 10 Consumer Products Companies

TECHNOLOGY 6 of the Top 10 Business W eek IT-100

AUTOMOTIVE 11 of Top 15 Automotive Companies

Agenda
 Why Analytics?
 Coremetrics
 Omniture
• Webtrends
• Future Outlook

Our Mission: Our Credentials:
We turn numbers from your Created the web analytics market 15
•

web site and throughout your years ago
organization into understanding
of your business and Countless industry firsts, including hosted
•

customers – solution
55 patents granted worldwide, 40 patents
Understanding that •

pending
leads to action,
State of the art data centers: never lost a
•

action that leads to byte
success. 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

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

Identify and target your highest value visitors

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

Agenda
 Why 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

© IBM Corporation 2009. All Rights Reserved.

The workshops, sessions and materials have been prepared by IBM or the session speakers and reflect their own views. They are provided for
informational purposes only, and are neither intended to, nor shall have the effect of being, legal or other guidance or advice to any participant. While efforts
were made to verify the completeness and accuracy of the information contained in this presentation, it is provided AS IS without warranty of any kind,
express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this presentation or any other materials.
Nothing contained in this presentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or
licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software.

References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product
release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other
factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor
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Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or
performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the
user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual
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All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved.
Actual environmental costs and performance characteristics may vary by customer.

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Integrating IBM Web Sphere Portal With Web Analytic Hosted And Non Hosted Sites V1 R8

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