1. A computer-implemented method comprising: accessing a website having an associated document retrieval component; retrieving, by the document retrieval component, reports related to the website from a business intelligence system, each report being automatically retrieved from a data source and structured in accordance with a report schema that specifies a form in which information contained within such report should be presented; and concurrently displaying the website and data characterizing the retrieved reports; wherein specifications used by the document retrieve component to retrieve the reports are collected by: parsing the website to identify logical sections of the website from which to extract keywords, presenting at least a portion of the sections to the user for selection of one or more but not all of the sections of the website, and extracting keywords from the selected section(s) by the user, the specifications comprising at least a portion of the extracted keywords, wherein the specifications for the document retrieval component are selected from one or more of how many reports to display, a minimum match threshold that indicates how closely a report must be associated with the set of keywords in order to be displayed, one or more website sections from which to retrieve a set of keywords describing the website and a look-and-feel for the document retrieval component.