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Priyajith Chembakassery (priyajith@in.ibm.

com) WebSphere Commerce Development

IBM Coremetrics Integration with IBM WebSphere Commerce v7

2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Agenda
Coremetrics Web analytics integration with IBM WC v7 IBM Custom tag library for Coremetrics integration Auto tag utility CDF Generator utility Closed loop customer segmentation Web2.0 Store tagging framework for Coremetrics Intelligent Offer integration Coremetrics integration with IBM Sales center

2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Coremetrics Web analytics solution


How Coremetrics Work IBM Coremetrics uses Web Beacons also known as single pixel
Generates a HTTP request for an invisible image
http://data.coremetrics.com/eluminate?query_string

Data packed query string stored for analysis Provides a JavaScript library which defines a set of functions which is used to tag the web pages

What data is captured


Page views/Search results Product views Shopping cart views Order/Promotions/B2B Contracts Member create/update Marketing campaigns/experiments views/clicks (Web/Email activity) Conversions

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IBM Coremetrics Integration with IBM WebSphere Commerce v7

Data flow

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IBM Coremetrics Integration with IBM WebSphere Commerce v7

Coremetrics web analytics configuration


biConfig.xml
<store biprovider="coremetrics" debug="true" enabled="true" storeId="10101"> <clientid>12345</clientid> <instrumentation><![CDATA[ <script language="JavaScript1.1" type="text/JavaScript" src="/wcsstore/coremetrics/v40/eluminate.js"></script> <script language="JavaScript1.1" type="text/JavaScript" src="/wcsstore/coremetrics/cmdatatagutils.js"></script> <script language="JavaScript1.1" type="text/JavaScript"> cmSetProduction(); </script>]]> </instrumentation> </store>

Flex flow feature

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IBM Coremetrics Integration with IBM WebSphere Commerce v7

IBM Custom tag library for Coremetrics


JSTL based custom tag library provided with WC Simplifies tagging process Wrapper that generates Coremetrics JavaScript tags Minimizes the amount of code that needs to be implemented on the JSPs Does all the hard work in getting the necessary data for analysis WC v7 starter stores comes pre-tagged with Coremetrics tags
<%@ taglib uri=http://commerce.ibm.com/coremetrics <cm:pageview /> <cm:product /> <cm:cart /> <cm:order /> <cm:registration /> <cm:campurl /> <cm:element /> <cm:conversion /> prefix=cm %>

2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

IBM Custom tag library for Coremetrics


IBM JSTL tags to the Coremetrics tagging function mappings
<cm:pageview /> All pages, search results page, error page <cm:product /> Product/Item/Bundle/Package view page <cm:cart /> Shooping cart page <cm:order /> Order confirmation page cmCreatePageviewTag()

cmCreateProductviewTag()

cmCreateShopAction5Tag() for every item in the cart cmCreateShopAction9Tag() for every item in the cart cmCreateOrderTag()

<cm:registration /> My account display page <cm:campurl /> eMarketingSpot display page

cmCreateRegistrationTag() Update the URL to include tracking parameter: cm_cr

<cm:element /> Pages that contain elements that get refreshed without refreshing the whole page <cm: conversion /> Non eCommerce conversion pages (e.g. Add to Wishlist)
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cmCreateElementTag()

cmCreateConversionEventTag()

2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Coremetrics standard tag libraries


With WC v7 FEP3, IBM JSTL tag library supports both Coremetrics custom tag library and Coremetrics standard tag library. To use Coremetrics standard tag library, set the attribute useHostedCMHLibraries to
"true" <store storeId="10101" biprovider="coremetrics" enabled="true" debug="true useHostedCMHLibraries="true" useEmailForCustomerId="false" segmentExportMode="append" ><clientid>69999999</clientid> <output section="header"> <![CDATA[<script type="text/javascript" src="//libs.coremetrics.com/eluminate.js"></script> <script type="text/javascript"> </script> ]]> </output> </store>

2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Auto tag utility


Places the Coremetrics page view tag on all of your site pages Reduces the implementation time to tag the store pages Only page view tags are applied and advanced tags must be implemented manually <WC>/bin/AutoTag -dir /store_jsp_path/

CDF Generator utility


Category Definition File (CDF) Comma separated value text file listing product and content categories names, ids and parent ids if applicable Used by Coremetrics to build a proper tree structure of the WC product catalog hierarchy CDF Generator is a command line utility to generate the CDF <WC>/bin/cm_cdfgen.bat dbtype DB2 dbname mall dbuser wcsuser dbpw passw0rd clientid 12345 langid -1 catalogid 10001 output catalogCDF.csv
9 2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Closed loop customer segmentation


Coremetrics provides customer segmentation workbench by which the business user can define a customer segment Defined segments can be exported to WebSphere Commerce and can be modified in the WebSphere Commerce segmentation tool

Export to WC icon

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Closed loop customer segmentation


A new segment is created if the imported segment does not exist in WC If the segment exist in WC, the imported segment details are updated based on the export mode provided in biConfig.xml <store storeId="10101" biprovider="coremetrics" enabled="true" segmentExportMode="append" > Export Modes append The members in the imported segment is appended to the existing segment replace The previous segment is replaced with the imported segment

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Web2.0 store tagging framework for Coremetrics


Cannot rely completely on JSTL based tags in a Web2.0 store
Web2.0 stores does not always have full page refreshes

For a Web2.0 store, use JSTL tags + a tagging framework that is aware of asynchronous requests Store tagging framework for Coremetrics Uses Dojo event publish/subscribe model Store events converted to Analytics events An Event listener waits for the Analytics events and fires Coremetrics javascript tags
analyticsJS is a JavaScript object that listens for Web2.0 store events and publishes corresponding analytics events AjaxAddOrderItem event is triggered when customer adds an item to shopping cart The handler in analyticsJS object that handles the AjaxAddOrderItem event publishes another event /wc/analytics/cartview which represents a analytics shopping cart view event CoremetricsEventListener receives a notification for this event and invoke the appropriate handler. The handler triggers cmCreateShopAction5Tag()

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Web2.0 store tagging framework for Coremetrics


Store Page
Order Item Change Controller
publish Order Item Change events

User Registration Change Controller


publish User Registration Change events

Interest Item Change Controller


publish Interest Item Change events

Other web2.0 widget controllers


publish other store events

Triggers Coremetrics tags

Analytics Event Publisher

Coremetrics Event Listener

publish analytics event

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Coremetrics Intelligent Offer integration


Identifies optimal product recommendations to present within various site contexts Two methods of returning recommendations Dynamic Recommendations real time call from storefront to Coremetrics to provide personalized recommendations e-Marketing Spot snippet integration Flat File Recommendations Coremetrics provides a fixed list of recommendations that can be imported and used to deliver static recommendations Merchandising association integration New action added in the Activity builder to display Intelligent Offer integration
ImportIntelligentOfferAssociations scheduled job imports the flat file provided by

Coremetrics New flex flow feature Enable Coremetrics Intelligent Offer integration

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Recommendation flow

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IBM Coremetrics Integration with IBM WebSphere Commerce v7

Web activities using Intelligent offer recommendation

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Flat file import status


The status of each Intelligent offer flat file import is saved and displayed under catalog tools in CMC

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Coremetrics integration with IBM Sales center


JavaScript tagging technique wont work since Sales Center is a stand alone application Uses a solution based on the existing WebSphere Commerce business event infrastructure and web services The business events will be sent as a cumulative SOAP attachment through Web services using HTTPS to Coremetrics Configured in the instance xml under the component Analytics Event Configuration Enable the business events whose data need to be transmitted to Coremetrics. Following events are enabled by default: MemberCreateUpdate OrderCreation OrderItemCreation OrderItemUpdate OrderItemShipment OrderCancellation OrderSubmission

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2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Architecture of Coremetrics integration with IBM Sales center


Member Order Gift Reg Analytics BUSEVENT Component Config Instance XML Event Mapping Defn XMLs

Event File Generator Scheduler

Event Processor Command

Event Mapper

Generic Event Transmitter Calls Web Service Transmitter FTP Transmitter Is input to

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IBM Coremetrics Integration with IBM WebSphere Commerce v7

Q&A

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