create exceptional web experiences with ibm project northstar and webtrends

@webtrends #wtengage

Create Exceptional Web

Experiences with IBM Project

Northstar and WebtrendsKrishnan Hariharan

Program Director, IBM


10,000+ WW customers with intranets, B2B apps,

& customer-facing internet apps

WebSphere Portal has #1

market share for9 years running

Smallest customer has

11 employees

Largest customer has 1.8M+ employees

Global WebSphere Portal Use...

10 of top 10 banks8 of top 10 retailers

12 of the largest telcos50 major health providers

500 gov’ts + every G8 nation

47% of customers

are SMB

Global Northstar technology use...

Top 3 out of 3 US Fortune 100 Telcos

10 out of top 10 US Fortune 100 Commercial Banks

4 out of top 5 Global Fortune 500 Telcos

4 out of top 5 US Fortune 100 Retailers

8 out of 10 wireless subscribers in

the US check their account online

using Northstar Technology

40% of worldwide wireless subscribers

can check their account online using

Northstar technology

Over 300 million named users in our top 15 customers alone!!1 in 6 people worldwide with internet access is a named user in a WebSphere Portal application

WebSphere Portal Celebrates

Its 10th Anniversary In Good Company


Los Angeles County – Municipal Portal 2009 National Association of Counties Achievement Award (Winner)

U.S. Nuclear Regulatory Commission – Electronic Information Exchange 2009 Excellence.Gov Award (Finalist)

Duke University Health System – Patient Portal2008 Healthcare Informatics Innovator (Finalist)

Bharti Airtel – Mobile Portal 2008 Strategy Analytics Wireless Media Lab (Best Portal)

State of Missouri – Emergency Response Information System Portal 2008 Computerworld Honors (Laureate)

Miami-Dade County – Housing Central Portal 2007 Digital Government Achievement Award (Winner)

City of Helsinki – Citizen Portal 2007 UN Report: Digital Governance in Municipalities (#1 in Europe)

City of Gothenburg – Citizen Portal 2009 GT Newspaper Achievement Award (Recognized)

HSBC Bank Brazil – Employee Portal 2009 Intranet Design Award, Nelson Norman Group (Recipient)

US Army Publishing Directorate – Army Action Tracking

System 2009 Army Knowledge Management Award (Winner)

Saudi Shoura Council – eGovernance Portal 2009 Best Website for Parliaments (Winner)

Finnair – Customer Site 2010 WEBAWARD - Web Marketing Association (Airline Standard of Excellence)

Cars.com – Customer Site 2010 WEBAWARD - Web Marketing Association (Automobile Standard of Excellence)

Tyco International – B2B Site 2010 WEBAWARD - Web Marketing Association (B2B Standard of Excellence)

Brocade Communications – B2B Site 2010 WEBAWARD - Web Marketing Association (B2B & Technology Standard of Excellence)

Lufthansa – Customer Site 2010 WEBAWARD - Web Marketing Association (Best Airline Website)

Boston Medical Center – Patient Site 2010 WEBAWARD - Web Marketing Association (Outstanding Website)

International Enterprise Singapore – G2B Site 2010 WEBAWARD - Web Marketing Association (Government Standard of Excellence)

IBM – developerWorks 2010 Forrester Groundswell Award – Forrester Research (Winner: B2B division)

IBM – developerWorks 2010 US SMB Social Media Marketing Award –AMI-Partners (Winner: Community Development award)

Exceptional Web Experiences

Award Winning

CUSTOMERS / SITES


Selling more insurance – accelerated new

business application process from weeks to

hours. 30% reduction in call center field

support calls

Increased revenue via Portal = US $4 Million

More than 7,000 new customerssigned - first year sales revenue increased by 18 percent up for online service within two months

Handling hypergrowth like clockwork, from $6 million subscribers in

2004 to 110 million subscribers January 2010

100 percent increase in new

business premiums

First year sales revenue

increased by 18 percent

35% improvement in marketing

campaign revenue and increased

customer loyalty

“Internet Info and

Entertainment from

the Convenience of

your Couch”

Supporting highly targeted online advertising and laying a

foundation for a new revenue stream and business model

Exceptional Web experience, exceptional business

results - Grow revenue


100,000 forms, used by 1.4

million Army personnel

around the world – ROI

estimated to be $1.3B / year

3,000 agents estimate savings of 1h

per day in completing application

forms and following up errors etc. 70%

reduction in manual effort - met

business case in under 10 months

Directorate of Defense Trade Controls

shortens application process to as little

as 9 days (from up to 66 days)

Delivering citizen services to 6.5

million people, 1/3 of Australia’s

population, every day

ROI in approximately 18 months – ex of

results: $1.2M in billings collected via Web

in year 1, and $200,000 annual net savings

“Tens of millions” in overall cost

savings is like money in the bank.” saving some physicians up to

two to three hours every day

Annual operational savings @

$31K / year with first form, and

523 man-hours (0.3 FTEs)80% productivity gains, and

$100,000 annual savings in

courier costs

Savings of $750,000 annually

Saving of US$3M over paper-based processes

cut TCO by 15%, enabling

an 18-month ROI, first-to-

market functionality

increases customer

satisfaction

Reduced registration time from 1 week to 1 dayRejection rate reduced from 15% to 3%

savings in the region of £300,000 per year

in print, courier and administration costs

alone

What others consider as extraordinary, are results we

help our clients deliver everyday – more savings,

greater efficiency, and higher customer satisfaction


Social Business for a Smarter Planet

On a smarter planet, people are transforming the

way they interact...and this transformation is

impacting the way business is being done

95% of standout

organizations will focus

more on “getting closer

to the customer” over the

next 5 years.

– IBM CEO Study 2010

Standout organizations are

57% more likely to allow

their people to use social

and collaborative tools.

– IBM CHRO Study 2010

Why Social Business is important to our clients...

69% of respondents report

measurable business benefits from

Web 2.0 tools, including better

access to knowledge, lower costs of

doing business, and higher

revenues.

– McKinsey Global Survey 2009


Product

& Service

Development

Marketing,

Customer

Service

Deepen client

relationships

Drive

operational

effectiveness

Workforce

optimizationOperations,

Human

Resources

Traditional Business

A Social Business

'Push' marketing via

traditional channels

Control over brand

image and brand

communication

Builds trusted relationships and

increases sales through relevant

messages across all channels

Drives brand advocacy through

communities and dialog

Invest in R&D

Generate new ideas

internally

Test ideas in market

Shares insights to generate break-

through ideas and speeds time to

market, gaining market insight and

readiness

Email and phone based

communication

Knowledge kept in silos

Reaches out to professional

networks to respond faster with

business decisions to new

opportunities, saving money

Entry Point

Three significant entry points align to

roles/functions in client organizations


Two Years Ago Now


Now

The emergence of the...

Exceptional

Web Experience

... as a strategic priority


“Exceptional Web Experience” “Exceptional Work Experience”

Peer to

Peer

Business to

Employee

Business to

Business

Business to

Customer

Employees interacting with self-forming, distributed

teams (peers, customers, partners & suppliers), as a

company overall (communities incorporating

customers & partners around innovation) reducing

the friction of work.

Customers interacting with other customers and

company representatives (efficiently, via social

tools), with the company overall (driving brand

awareness & revenue growth)

Social Business Transforms

the Customer and Employee Experience


An Exceptional Web Experience Delivers

Exceptional Value

**IBM customer results.

“Best Practices In User Experience (UX) Design”, Forrester Research, Inc., September 2009

Results that can't be ignored

• 400% higher visit-to-lead conversion rate

• 200% higher visit-to-order conversion rate

• 41% lower page abandonment rate

• 16.6% more customers who are likely to recommend products and services

• 15.8% fewer customers lost to competitors

• 14.1% more customers who show repeat purchase interest

• 30% higher rating** of web self-service over Help Desk

• 75% faster** time to roll out new customer applications

• 30% reduction** in call center field support calls

• Ability to support 100x increase in web site traffic** during a major event,

while maintaining 100% web site availability


IBM Customer Experience Suite

Centerpiece Offering for IBM Project Northstar Vision

IBM Customer Experience Suite is:

a comprehensive offering that helps organizations create customer-facing

online experiences that are highly engaging, personalized and truly

differentiated

IBM Project Northstar

IBM's Vision & Roadmap for Exceptional Web Experiences

IBM Project Northstar is:

a 3 year vision and an IBM-wide initiative, used to focus IBM investments &capture new opportunity


Create a next generation, differentiated customer experience that attracts and retains the

best customers, improves brand loyalty, and lowers operational costs.

Business advantage Technology advantageConversation spectrum

Growth

Drive revenue and

increase brand loyalty

with an enhanced online

experience

Customer Satisfaction

Provide online self-

service, improving

customer satisfaction

and reducing costs

Efficiency

Deliver an exceptional

online experience with

greater flexibility and

lower operational costs

“Grow online business”

“Fix the website”

“Improve customer

satisfaction”

“Optimize delivery”

IBM Project Northstar Addresses Three Value

Drivers for Customers


IBM Project Northstar Offerings


IBM Customer Experience Suite

Instant

Messaging

Mobile

(high end)Rich Media

Analytics-

enabledMashups

Rich Internet

App Tooling

Portal Social Personalization Web Content Marketing Tools Search

IBM Value-added Modules

CommerceMobile (multi-

channel server)Forms

Industry Solutions and Templates

Services and Support

IBM

Business Partners

Global Technology

Services

Global Business

Services

IBM Lab

Software Services

Partner Value-added Modules

Predictive

Analytics

Business

IntelligenceWeb Analytics

Digital Asset

ManagementMobileWeb Analytics

Enterprise

Marketing MgtCRM

Immersive

Viewing

Enterprise Software

Support

Government Healthcare Banking Retail Insurance TelcoTravel +

TransportationIndustrial

IBM Project Northstar Offerings


IBM Client Expectations of an Exceptional Web

Experience

Delights your

customers

Leverages

Investments

Delivers in every

situationAdapts to new

opportunities

Creates Sustainable

Differentiation


Achieving Better Business Outcomes


What does IBM Project Northstar mean to existing

WebSphere Portal Customers?

Portal Family of offerings are strategic components of IBM Project Northstar

Completely leverages existing customer Portal investments

Stays in sync into the future with customers expanding Portal investments

Brings together the scope of technology, services, industry specific needs

expected to dominate extranets over next 3-5 year into a cohesive and consumable

extension if and when desired

Complete flexibility to take advantage of full Vision, parts of it, or none of it

New incremental packaged offerings to allowing accelerated deployment of

differentiated, best of breed, customer facing experiences

Represents IBM's commitment to lead and outpace any alternative challengers

pursuing the Exceptional Web Experience opportunity


Analytics Functionality Available Now

■ Active, Client-Initiated Site Analytics

– Out of the box instrumentation of data

collection tags to capture user profile

and behavior information

– 17 Tags for web analytics reporting

• Any page rendering action in the browser:

portal pages, portlets, Web content, Site searches,

user entry and exit points, referral URLs

– Customizable - administrators can modify or

turn on the insertion of appropriate scripts onto

pages, portlets, or Web content

■ Customers can get immediate insight from the provided pre-built best-practice reports. Or,

create your own ad-hoc custom reports to drill into any area that you want to better

understand.

Who is coming to my site?

How did they find it?

What are they doing?

What did they search for? Did they find it?

What are the most popular areas?

What are the most popular topics/content?

What if I try this image vs that image?

Do more people click on it?

What if I pick content with Rule B instead of Rule A?

Are they using the benefits tool?


Value of Webtrends Analytics

•Improved user experience

•Insight-driven optimization

•Improved user acquisition, conversion, retention

•Deep, cross-channel understanding of your visitors

•Targeted messaging, content, and offers


How it Works – Data Collection Options

Webtrends On Demand

SmartSource Data

Collection

Data Collection API

Webtrends Software

SmartSource Data

Collection

Site Analyzer Log Files


Webtrends On Demand

SmartSource Data

Collection

Data Collection

API

Webtrends Software

SmartSource Data

Collection


SmartSource Data Collection

Tag added to default.jsp.

6.1.5 introduced Active Site Analytics

Injects tags into portal pages automatically

Upgraded to 17 tags for version 7.0


Initial tags supported in WebSphere Portal 6.1.5


Updated tag support in WebSphere Portal 7.0


Webtrends’ Comprehensive Analytics “Out-of-the-

Box”

•Pages

•Visits / Visitors

•Content

•Portlet views

•Downloads

•Paths

•Campaigns

•SEO

•Real-time

•RSS overlays

•Alerts


Webtrends On Demand

SmartSource Data

Collection

Data Collection

API

Webtrends Software

SmartSource Data

Collection


Data Collection API

•Sends data in a POST body to a Webtrends data collection server

•REST-based web service

•Supports data collection when javascript not enabled

•Deep analytics enables with a single line of code

•No URL length limits

•No image request

•SDKs for mobile applications

•Will be available in the software environment beginning next month


Logged In User Name

JSP Code – Can be linked to External File


Breadcrumbs


Understanding Portlet Interactions


Webtrends On Demand

SmartSource Data

Collection

Data Collection

API

Webtrends Software

SmartSource Data

Collection


Leveraging Site Analyzer Log Files


IBM Disclaimer


Contact Information

Krishnan Hariharan

Program Director

IBM Software Group

404 Wyman Street

Waltham,MA 02451

Tel +1 720 395 4552

[email protected]

http://www.linkedin.com/in/krishnanh

mailto:[email protected]

http://www.linkedin.com/in/krishnanh


Back up


Jump-Start Templates Speed Time to Value

• Extensible, Configurable Software Templates

− Software to accelerate solution construction for specific business needs

− Prebuilt collaboration components, Portal sites and structure commonly used in a target industries

− Code that customers or partners can easily modify and customize

• Built-in Best Practices

− To help IT speed deployment and reduce the cost of portal-based business solutions

− Solve recurring user needs in a best practice way

– Showcase for successful interaction patterns spanning the Lotus collaboration portfolio

Product Pre-Requisites

Portal, WCM Portal, WCM, Forms Portal, WCM, Connections, ST Portal, WCM, Forms, ST Portal, WCM, Forms,

Connections, ST, Dashboards

Retail Vendor PortalOnline BankingGovernment Self Service Healthcare Patient Portal Insurance Agency Portal


Customizable Solution Components• Easy Customization for Common Integration Scenarios

Account Registration and Self CareModels provide a presentation layer where

portal users create, modify, or delete data in the user registry.

Unified Task and Check ListsAggregate tasks from multiple systems into a

single UI. Users can complete to advance workflows or launch an inline eform

eBanking PortletsCustomizable transaction and

similator portlets for a range of e-banking services for both web and

mobile devices

Live Chat

Portlet featuring ST chat integration Appointment Scheduling

Web Content Template Catalog A quick start for creating dynamic Web

content when creating portal sites.

http://www-

10.lotus.com/ldd/portalwiki.nsf/dx/Reusable_assets_and_resources_for_WebSphere_Portal


Portal and WCM NOWSoftware Asset and Deployment Method Delivering

Production Intranets and Websites in Less than 3 Weeks through IBM and Partners

Momentum since 2009 Program Launch

• More than 100 active partners

• Competitive Value – helping drive deal

closure in a little as 1 day against Oracle,

SharePoint and Open Source

• Continued Customer interest

Tele tactics yielding 20% response rate

• Successful deployments across

geographies and industries

New News

New version 3.0 software asset

Turnkey interoperability with Industry

Templates and WebSphere Portal 7.0

Helps customers consume solutions at

their rate and pace – start small and grow

New WCM NOW template – for customers

who want an interactive website but lack

skills to manage and deploy

IBM Confidential until 31-January, 2011

create exceptional web experiences with ibm project northstar and webtrends

Documents

websphere portal application

websphere portal celebratesits

us fortune

application savings

b2b apps

smallest customer has10

increased revenue

global fortune