IBM Coremetrics Integration

© 2011 IBM Corporation

IBM Coremetrics Integration with IBM WebSphere Commerce v7

Priyajith Chembakassery ([email protected]) – WebSphere Commerce Development

© 2011 IBM Corporation2

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



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



Data flow



Coremetrics web analytics configuration

� biConfig.xml<store biprovider="coremetrics" debug="true" enable d=" true " storeId=" 10101 ">

<clientid> 12345 </clientid>

<instrumentation ><![CDATA[

<script language="JavaScript1.1" type="text/JavaScr ipt" src="/wcsstore/coremetrics/v40/eluminate.js">< /script>

<script language="JavaScript1.1" type="text/JavaScr ipt" src="/wcsstore/coremetrics/cmdatatagutils.js"> </script>

<script language="JavaScript1.1" type="text/JavaScr ipt">

cmSetProduction();

</script>]]>

</instrumentation>

</store>

� Flex flow feature



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 JSP’s

– 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 ” prefix=“cm” %>

<cm:pageview />

<cm:product />

<cm:cart />

<cm:order />

<cm:registration />

<cm:campurl /><cm:element /><cm:conversion />



IBM Custom tag library for Coremetrics…


cmCreateConversionEventTag(…)<cm: conversion />Non eCommerce conversion pages (e.g. Add to Wishlist)

cmCreateElementTag(…)<cm:element />Pages that contain elements that get refreshed without refreshing the whole page

Update the URL to include tracking parameter: cm_cr<cm:campurl />eMarketingSpot display page

cmCreateRegistrationTag(…)<cm:registration />My account display page

cmCreateShopAction9Tag(…) for every item in the cartcmCreateOrderTag(…)

<cm:order />Order confirmation page

cmCreateShopAction5Tag(…) for every item in the cart<cm:cart />Shooping cart page

cmCreateProductviewTag(…)<cm:product />Product/Item/Bundle/Package view page

cmCreatePageviewTag(…)<cm:pageview />All pages, search results page, error page

IBM JSTL tags to the Coremetrics tagging function mappings


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" ena bled="true" debug="true“

useHostedCMHLibraries="true" useEmailForCustomerId="false"

segmentExportMode="append" ><clientid>69999999</cli entid>

<output section="header">

<![CDATA[<script type="text/javascript" src=" //libs.coremetrics.com/eluminate.js "></script> <script type="text/javascript">

…………………

</script> ]]>

</output>

</store>



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, id’s and

parent id’s 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


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


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



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()



Web2.0 store tagging framework for Coremetrics …


publish other store events

publish Interest Item Change events

publish User Registration Change events

publish Order Item Change events

Store Page

Analytics Event Publisher Coremetrics Event Listener

Order Item Change Controller

Other web2.0 widget controllers

User Registration Change Controller

Interest Item Change Controller

publish analytics event

Triggers Coremetrics tags


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’



Recommendation flow



Web activities using Intelligent offer recommendation



Flat file import status

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



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



Architecture of Coremetrics integration with IBM Sales center


BUSEVENT

MemberOrder

Gift Reg

Event Processor Command

Event Mapper

Generic Event Transmitter

FTP TransmitterWeb Service Transmitter

Event File Generator

Scheduler

Instance

XML

Calls

Is input to

Analytics

Component

Config

Event

Mapping

Def’n XMLs


Q & A


Date post:	08-Nov-2014
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IBM Coremetrics Integration

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