Smart Websites and Applications: Intelligent Instrumentation
As consumers and businesses embrace dynamic web application technologies, concepts and principles, we see that information is being unlocked, services are being componentized and simpler interfaces to access them are also being created. For content and service providers, whether they cater to a business or to a consumer, this demand is driven by end users seeking to improve productivity, construct personalized experiences and develop derivative assets (i.e. mashups).
"In a world of web applications, assets are being projected beyond platforms, such as web sites, that the asset owners control."
Asset owners have always had a need to understand who their end users are and how effectively they are serving their end users. This allows them to adapt to consumer demand, understand consumer behavior and assess value delivered. Assets are being projected beyond platforms, such as web sites, that the asset owners control. Additionally, content and services can be more easily remixed to create derivative high-value offerings giving rise to new classes of asset owners. Leading companies such as Google, EBay, and Amazon owe their market success to effective tracking of consumer demand for their content and services and their ability analyze and monetize the collected data.
Fig 1: How MMMS Works
MMMS and Web Data Analytics
Metering Monitoring Monetizing Service (MMMS) is a lightweight middleware solution that enables asset owners to glean insight about the consumption of their assets. Our bold claim is that the MMMS solution can help asset owners track any type of web asset while still maintaining a direct data and brand relationship with their end users. Web assets could be of varying granularity (i.e. widgets vs. mashups) and asset owners could have varying success criteria or objectives. Therefore, MMMS allows asset owners to specify the core metrics that an asset owner would like to capture about their asset when a transaction or event of interest takes place.
Simplicity is a pre-requisite for any web-based application solution, so MMMS provides a quick, easy way for asset owners to instrument their assets. MMMS collects data when transactions or events of interest take place--even when the assets reside on platforms not controlled by the asset owner. MMMS provides a set of analytics features for asset owners to visualize the data collected. Additionally, the data collected by MMMS is portable, which enables the asset owner to export the tracked information to other applications or systems for business intelligence, adaptive content delivery, and charging purposes. In terms of deployment, MMMS can be made available in either a hosted or embedded configuration.
...the MMMS solution can help asset owners track any type of web asset while still maintaining a direct data and brand relationship with their end users."
A Proven, Valuable Technology
MMMS technology has been vetted within IBM and with partners. MMMS has been embedded in the IBM Mashup Center solution to provide tracking and auditing support. In addition, subsequent validation projects helped highlight other solutions MMMS can be applied to deliver business value. Widget-based initiatives for marketing, training or service delivery can realize significant value from MMMS. The data collected has informed the widget owners on how consumers respond to messages, and content, what types of content and services garner the most demand and document patterns of behavior. Internal IT organizations can leverage MMMS to maintain non-intrusive oversight and/or manage licenses to external web services that are increasingly used in enterprise applications or mashups. MMMS was even applied to collect tracking data on intrusion attempts by hackers against a network. Currently, MMMS is being evaluated for applications in cloud computing.