create exceptional web experiences with ibm project northstar and webtrends
DESCRIPTION
Krishnan Hariharan, IBMTRANSCRIPT
@webtrends #wtengage
Create Exceptional Web
Experiences with IBM Project
Northstar and WebtrendsKrishnan Hariharan
Program Director, IBM
@webtrends #wtengage
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
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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
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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
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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
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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
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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
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Two Years Ago Now
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Now
The emergence of the...
Exceptional
Web Experience
... as a strategic priority
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“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
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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
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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
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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
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IBM Project Northstar Offerings
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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
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IBM Client Expectations of an Exceptional Web
Experience
Delights your
customers
Leverages
Investments
Delivers in every
situationAdapts to new
opportunities
Creates Sustainable
Differentiation
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Achieving Better Business Outcomes
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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
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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?
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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
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How it Works – Data Collection Options
Webtrends On Demand
SmartSource Data
Collection
Data Collection API
Webtrends Software
SmartSource Data
Collection
Site Analyzer Log Files
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Webtrends On Demand
SmartSource Data
Collection
Data Collection
API
Webtrends Software
SmartSource Data
Collection
Site Analyzer Log Files
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
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Initial tags supported in WebSphere Portal 6.1.5
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Updated tag support in WebSphere Portal 7.0
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Webtrends’ Comprehensive Analytics “Out-of-the-
Box”
•Pages
•Visits / Visitors
•Content
•Portlet views
•Downloads
•Paths
•Campaigns
•SEO
•Real-time
•RSS overlays
•Alerts
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Webtrends On Demand
SmartSource Data
Collection
Data Collection
API
Webtrends Software
SmartSource Data
Collection
Site Analyzer Log Files
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
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Logged In User Name
JSP Code – Can be linked to External File
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Breadcrumbs
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Understanding Portlet Interactions
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Webtrends On Demand
SmartSource Data
Collection
Data Collection
API
Webtrends Software
SmartSource Data
Collection
Site Analyzer Log Files
Leveraging Site Analyzer Log Files
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IBM Disclaimer
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Contact Information
Krishnan Hariharan
Program Director
IBM Software Group
404 Wyman Street
Waltham,MA 02451
Tel +1 720 395 4552
http://www.linkedin.com/in/krishnanh
@webtrends #wtengage
Back up
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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
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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
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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
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