#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
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?
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 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?
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 Architecture – Server-side Site
Analytics
Covered by WebSphere Portal
Online
L1
Browser
Http
Server*
Portal
L2
L3
Ln
Analytics
Logfile
Report
Report
Generation
Not covered by WebSphere Portal
Analytics
Software
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
SiteAnalyzerSessionLogger
Purpose
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 localhost
The authenticated user for
this request was wpsadmin
(short name of the user)
Date and time of the
request
Page that was
requested
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=0000CzJfHQHMZCbUbwxIascPFo:-1;LtpaToken2=DQMY..."
The request was
successful (HTTP
response code 200)
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
Notes:
 Cookies can be filtered (SiteAnalyzerFormatter.cookies)
Example: Logging Page and Portlet Requests
The portlet
localhost - wpsadmin [01/Oct/2008:18:27:50
+0200] "GET /Portlet/5_CGAH47L008TI5027D49C9B3
GS5/Information_Portlet?PortletPID=5_CGAH47L008
Referer: The page
where the portlet is
TI5027D49C9B3GS5&PortletMode=View&PortletState=
Normal HTTP/1.1" 200 -1 placed
"http://localhost/Page/6_CGAH47L008TI5027D49C9B
3GS0" "Mozilla/5.0 (Windows; U; Windows NT 5.1;
en-GB; rv:1.8.1.17) Gecko/20080829
Firefox/2.0.0.17" "JSESSIONID=0000CzJfHQHMZCbUbwxIascPFo:-1;LtpaToken2=DQMY..."
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 6.1.0.1)
• 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" 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
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
Please keep in mind: Portal
• Entry and exit URLs
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?
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 Architecture – Active Site Analytics
Covered by WebSphere Portal Script Injection PoC
Online
L1
Browser
L2
L3
Http
Server*
Portal
Ln
Report
Report
Generation
Not covered by WebSphere Portal
Analytics
Software
Analytics
Data
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
4.
Analytics Partner Solution
Client sends aggregate to analytics server
(e.g. via HTTP GET)
5.
Analytics server writes access log
6.
3rd party analytics package analyzes log
Analytics
SW
as.example.com
Analytics
HTTP
Server
GET /portlet?id=xyz123abc&…
Aggregation
4
6
5
Event log
3
2
<div class=“portlet-window” id=“xyz123abc”>…
Browser
Client
1
Request Page
Portal
Server
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="text/javascript">
dojo.forEach(portlets,
function(portlet, i, portlets) {
params += …
}
);
body.innerHTML += "<img src=‘http://as.example.com/portlet?id=" + params +" />";
</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?
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
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 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 2007-2008
Record revenue in 2008
Analyst acclaimed & award winning
–
–
–
•
Analyst
Acclaimed
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
Award
Winning
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
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
Company
Leadership
Infrastructure
Partner
Ecosystem
• 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
• 700+ Channel Partners, 200+ Genesis Partners
• Integrations with IBM WebSphere Commerce and Portal
• Pending Global Alliance with IBM Global Services
Customer Success
Over 5200 Customers Across Many Industries
MEDIA
RETAIL
FINANCE
5 of Top 10 Media Companies
6 of Top 10 Retailers
4 of Top 5 Banks
Learn More about the Omniture/IBM Alliance at
4 of Top
5 Travel 2009
Companies
TRAVEL
Impact
Gold
Sponsor
Booth G2
TELECOM
23 of the Wired 40
Birds of a Feather Session
Today at Noon
Breakout Session
Today at 3:15pm
7 of the Top 10 Consumer Products Companies
MANUFACTURING
TECHNOLOGY
AUTOMOTIVE
6 of the Top 10 Business Week IT-100
11 of Top 15 Automotive Companies
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
Our Mission:
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
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
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
Our Mission:
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
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
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.
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