Proactive Business Impact Management

1. IBM Tivoli Web Site AnalyzerThe comprehensive Web site analysis solution that helps you optimize your Web initiatives and generate measurable ROI.

2. Proactive Business Impact Management Build-Target-Analyze • Webmaster • Use Site Analyzer to measure and optimize usage rate and report back to CIO and Marketing/Sales leaders. 1) Develop your Web site • Page Designers, Web Artist, and Writers • Use Site Analyzer to understand effectiveness of certain link icons, and overall personalized content. Audience 2) Deploy your site • LOBs Management • CTO/CIO • WebMaster/Web Designers • Sales • Use Site Analyzer to track effectiveness of Web sales, campaigns, and e-commerce initiatives. • Analyst • Use Site Analyzer to track Usage Profiling and behavior analysis to ensure effective, customized, and personalized content delivery. 3) Manage your site • Marketing • Use Site Analyzer to track effectiveness of Web initiatives such as banner advertisements and download registration activity. • CIO Officer/IT team • Use Site Analyzer to improve site flow after initial deployment. • Use Site Analyzer to find structural problems and server problems.

3. Web Analytics - Industry Trends Web analytics is the monitoring and reporting of Web Site usage and behavior so that enterprises can better understand the complex interactions between Web visitor actions and what the Web site offers, as well as leverage that insight to optimize the site for increased customer loyalty and sales performance. • Web analytics market DRIVERS • Increased adoption of the Internet ( faster access, more devices ), Web traffic doubling every 6 months, rapid growth in wireless/mobile devices • Fulfill carry-over brick & mortar analysis - discovering alternative ways to understand global customer behavior • Web analytics market ENABLERS • Automation (categorization, segmentation) and use of data mining • Scalability (faster machines & parallel processing) • e-Business metrics (combining visitor behavior, commerce, & server metrics) • Web analytics market INHIBITORS • Cumbersome log processing; shortage of knowledgeable Web analytics resources • Low-end packages offer basic insight; high-end packages/services are costly $$$ • Privacy issues (combining customer profile & usage behavior; “Web bugs" & 3rd parties) • Futures • Web analytics consolidation across CRM (Personalization), BI, and QoS / Site Health • Scalable, hybrid solutions will evolve (mix log and real-time / browser-based data analysis) • Industry consolidation & partnerships will continue

4. Web Analytics Spectrum (today) • Campaign management • Merchandising effectiveness • Inventory management • Sales activity Tier 3: Commerce Effectiveness eBusiness • Trending of hits, page views, visits • Referral analysis (e.g. advertisements) • Visitor technographics • Loyalty or "stickiness" Tier 2: Traffic Measures, Visitor Behavior Operational • Broken links • Response time • Policy conformance • Capacity planning • Change management • Debugging Tier 1: Site Health (Availibility, Integrity, Performance, Traceability)

5. Strategic Fit & Positioning • Campaign management • Merchandising effectiveness • Inventory management • Data mining (affinity and segmentation) • Business Rule effectiveness • Trending of hits, page views, visits • Referral analysis (e.g. advertisements) • Visitor technographics • Loyalty or "stickiness“ • Unique, repeat and categorized visitors • Broken links • Response time • Policy conformance • Capacity planning • Change management • Debugging Tier 3: Business Impact eBusiness Tier 2: Traffic Measures, Visitor Behavior Tier 1: Site Health (Availibility, Integrity Performance, Traceability) Operational

6. Tivoli Web Site Analyzer Value • In-depth analysis of Web site data to assist in the success of your e-business initiatives • Use the analysis results to enhance the overall user experience • Link Web site usage & traffic with user response time • Optimizing Web resources and planning Web server capacity • User response time correlated by Kilobytes downloaded by server • User response time correlated by # of Hits by server • Improve ROI of Web site(s) with near real-time Web data collection & analysis • Communicate Web site health, usage and integrity • Web Content Analysis • Web Structure & Integrity Analysis • Web Traffic Analysis • Web Visitor Behavior Analysis • Web Server Performance Analysis • TMTP QoS and Traffic Analysis

7. Tivoli Web Site Analyzer Leverages • Existing Web infrastructure • Multi-channel data collection • Web & application logs, http logs (e.g. Apache, IHS, MS-IIS, Domino, IPlanet, custom), ftp • Web Tracker (browser-based dynamic data collection) • Runs on WAS • WAS API (WAS plug-in) • Data base and custom imports • Tivoli Monitoring for Transaction Performance • Correlation of Web visitor & traffic data with user response time metrics • Tivoli Enterprise Data Warehouse • ETL of Web traffic statistics • Business correlation reports with other warehouse IT metrics • WebSphere platform • WebSphere Application Server • WebSphere Portal • WebSphere Commerce • DB2 & Oracle • Open (public) ‘star’ database schema Tivoli Enterprise Data Warehouse

8. Who uses Site Analytics? • Target Users  • CIO and IT specialists who need to understand the usage of their Web site - content, structural integrity (policy conformance, page sizes, broken links) and server/QoS performance to improve site performance (Web traffic throughput, server availability, response times, down load rates.)  • Online Market Mangers and Sales Analysts who know they need to do more than simply measure click-through rates and loosely defined ‘hits’. Marketing professionals and analysts need to see the business impact, the business view - registration, download activity for products and product popularity for example. These individuals require metrics that allow them to profile users and segment them to deliver more personalized targeted and successful campaigns. These metrics include search engine analysis, entry and exit points, referral sites, Web site traffic, page analysis, site and customer navigation paths etc. • Webmasters who need to measure and optimize usage rates and report back to CIO and LOBs. • Page Designers, Web Artists and Writers who need to understand the effectiveness of the Web site’s content, including personalization and link icons.

9. Site Analyzer Features and Benefits • Tivoli / WebSphere integration • WebSphere Application Server (servlet logging / analysis), WebSphere Personalization (rule effectiveness, etc.), WebSphere Commerce, WebSphere Portal (portlet usage/user login stats), WebSphere Edge Server (cached web traffic), Tivoli Data Warehouse, Tivoli Monitoring for Transaction Performance. • Comprehensive data imports • Capable of handling data from Edge Server, Web servers, WAS, Portal, WCS, FTP servers, HTTP servers and custom log formats. • Complimentary data collection methods • Browser-based, log file, database and WAS plug-in, providing a complete picture of the site usage. • External data integrationAllows linking enterprisedata to clickstream data. • Commerce Analysis • Including most / least popularproducts viewed & added toshopping cart.

10. Web Site Analyzer Deployment

11. Web Site Analyzer Architecture Site Analyzer Server Client JSPs Web Site Analyzer client Site Analyzer web application (on top IBM WebSphere Application Server (WAS)) Resource Manager WebTracker Report (Web Browser) Reverse DNS Crawler Scheduler Extract, transform, load Data Integrator WebMart WAS administrator’s console • Site Analyzer takes advantage of WAS features including: • Clustering (work load management) • Single sign-on or (single) (clustered) (Web Browser) IBM WebSphere Application Server DB/2 / Oracle

12. Raw Data Site Analysis Process (What you face gathering Web data) Multi-channel Data Collection Browser DATAMART Dispatcher (e.g. WS Edge Server) Site Analyzer Hits Pages Visits Bytes Time Visitor Referrer Resource Entry/exit Agent Platform Subdomain IP address HTTP (e.g. Apache, IHS, MS-IIS, Domino, IPlanet, custom) WebSphere Application Server (WAS) Categories Aggregates WS App Server WS Commerce WS Personalization WS Portal DB/2 or Oracle Logfile Data Sources • WAS ALS database import • WebSphere Commerce (WCS) database import • Custom formats (FTP, HTTP, Supplemental) • External database linkage • “Single Pixel” data (WSA WebTracker) • Edge Server Combined Log • NCSA Combined Log Format • W3C Extended log format (MS-IIS 4.x and 5.x) • NCSA Separate (3-log): Access,Agent,Referrer • WAS ALS log format FTP External Data DB

13. Site Analysis Process (Data Visualization for users) Reporting External Usage • Use Site Analyzer built-in reports • Extended Site Analyzer with custom reports or OLAP Tivoli Data Warehouse Site Analyzer Data store Custom SQL 3rd Party tools DB/2 or Oracle OLAP • Mining • Data Warehouses Data Exploration And Business Intelligence Site Analyzer documents its database schema (Star Schema) to encourage 3rd party and custom reporting.

14. Site Analysis Process (An alternative approach to batch log ‘crunching’) “Single Pixel” data collection (WebTracker) Web Page Site Analyzer WebTracker Servlet Page load begins Page load completes User’s form.submit(); Site Analyzer Database WAS Server Benefits Single Pixel Image • Suited for high volume sites • Near real time analysis • Collect additional data (including POSTed data) HTTP Server

15. Web Site Analyzer User Interface • Simple, clean, 100% Web-based

16. Site Integrity • Web Crawler • Site resource summary • Page Inspector • Page summary • Download times • Link status

17. Reporting – Business-oriented metrics Web Reports • Report index • Upper detail lines • Lower graphic

18. Charting Various choices for data visualization

19. Sales Configuration example Web Application Server A 4-way processor Web logs from Http server (US) Site Analyzer Server 4-way processor Web Application Server B 4-way processor Web logs from Http server (Europe) 4-way processor 2-way processor Web logs from Http server (Canada)

20. Platform Support • Server Platforms • Solaris v2.6 or later • AIX v4.3 or later • Linux (Intel) RedHat 6.2 & SUSe 6.4) • Windows 2000, NT • Note: Processes any platform's HTTP server logs (including OS/390, AS/400, HP-UX) via one of the supported mid-tier SA servers (Solaris, AIX, Linux, Windows). • Client Platforms (Site Analyzer client is 100% browser based) • Netscape 4.7 or later • Internet Explorer 5.0 or later • Languages(10 Group 1 languages) • English, Spanish, French, German, Italian, Japanese, Korean, Simplified Chinese, Traditional Chinese, and Brazilian Portuguese

21. Correlation Report preview This is a sample report from an upcoming version of Web Site Analyzer showing correlation between data collected from IBM Tivoli Monitoring for Transaction Performance. Actual implementation in GA code may differ from what is pictured here.

22. What Tivoli Web Site Analyzer Delivers:Proactive Business Impact Management • Webmaster • Use Site Analyzer to measure and optimize usage rate and report back to CIO and Marketing/Sales leaders. 1) Develop your Web site • Page Designers, Web Artist, and Writers • Use Site Analyzer to understand effectiveness of certain link icons, and overall personalized content. Audience 2) Deploy your site • LOBs Management • CTO/CIO • WebMaster/Web Designers • Sales • Use Site Analyzer to track effectiveness of Web sales, campaigns, and e-commerce initiatives. • Analyst • Use Site Analyzer to track Usage Profiling and behavior analysis to ensure effective, customized, and personalized content delivery. 3) Manage your site • Marketing • Use Site Analyzer to track effectiveness of Web initiatives such as banner advertisements and download registration activity. • CIO Officer/IT team • Use Site Analyzer to improve site flow after initial deployment. • Use Site Analyzer to find structural problems and server problems.

23. Information and Resources • Tivoli Web Site Analyzer product pagehttp://www.tivoli.com/products/index/web-site-analyzer/ • WebSphere Site Analyzer product page http://www.software.ibm.com/webservers/siteanalyzer • Other WebSphere family products • http://www.software.ibm.com/websphere • Other Tivoli family productshttp://www.tivoli.com/products/

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