208 Improving Business Performance Insight
Figure 6-51 Portal designer feature in Rational Application Developer
6.3.4 Personalization
The WebSphere Portal personalization component provides features that allow
subject matter experts to select content suited to the unique needs and interests
of each site visitor. These Web-based tools help companies quickly and easily
leverage content created by line-of-business (LOB) users and subject matter
A personalization solution involves three basic components:
򐂰 A user profile, which provides information about users of the site, including
user attributes
򐂰 A content model, which defines attributes about the content, such as product
descriptions, articles, and other information
򐂰 Matching technology, which includes engines that match users to the right
content and also provides filtering, rules, or recommendation engines or
combinations of all three
Chapter 6. Case study software components 209
The WebSphere Portal personalization engine and WebSphere Portal share a
common user profile, a common content model, and the JSR 170 content
repository. This model is based on the WebSphere resource framework
interfaces classes. As a result, personalization rules can easily be added to
portlets to select portal content from IBM Workplace Web Content Management
and WebSphere Portal Document Manager and target it to the portal’s registered
users. A set of wizards is included with Rational Application Developer to access
Structured Query Language (SQL) or LDAP data.
The basic steps associated with personalization involve classifying site visitors
into segments and then targeting relevant content to each segment. Business
experts create the rules for classifying users and selecting content using
Web-based tools as shown in Figure 6-52.
Figure 6-52 Creating business rules for personalization
The WebSphere Portal personalization recommendation engine provides
collaborative filtering capabilities.
Collaborative filtering uses statistical
techniques to identify groups of users with similar interests or behaviors.
210 Improving Business Performance Insight
Inferences can be made about a particular user’s interests, based on the
interests of other members of the group.
The WebSphere Portal personalization engine also includes
campaign-management tools.
Campaigns are sets of business rules that work
together to accomplish a business objective, as shown in Figure 6-53. For
example, a human resources (HR) manager might want to run a campaign to
encourage employees to enroll in a stock purchase plan. The HR manager would
define a set of rules as shown to accomplish this business objective. Campaigns
have start and stop dates and times and can be e-mail-based and
Web-page-based. Several campaigns can run simultaneously and can be
Figure 6-53 Campaign parameters
Implicit profiling services can collect real-time information about site visitor
actions and then construct personalization business rules using this data. Implicit
profiling tracks the areas of a site where a user is most active to determine the
user’s interests. For example, if a user clicks articles about football, it is possible
to determine that he is interested in sports, even if he did not explicitly indicate
this interest when registering at the portal. The personalization rules and
campaigns are stored in the WebSphere Portal Java Content Repository (JCR)
store, and you can write rules to personalize the WebSphere Portal Document

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