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Delivering on Personalization with the Power of APIs
1.
2. Introductions
Chris Cook
Business Development
SOA Software
Chris is a long time industry veteran of both
the software and communications
equipment industry segments. He helps his
clients with complex digital business
transformations and is considered an expert
in API management and application
modernization.
Follow Chris on twitter at @cvcook
3. Introductions
Laura Heritage
Director of API Strategy
SOA Software
In this role, she works with customer to
establish API Business strategies and
implement API and SOA Platforms. Previously
Ms. Heritage served as a Product Line
Manager at IBM and was responsible for
establishing IBM’s API Management business.
Follow Laura on twitter at @heritagelaura
4. Introductions
Tom Klein
Chief Executive Officer
Digital Scientists
Tom is an authority on digital innovation, brand
experience, ecommerce, and digital marketing.
As the founder and CEO of Digital Scientists, he
helps clients build digital businesses & services:
mobile · wearable · car · location · contextual ·
web · search.
Follow Tom on twitter at @tomklein
5. Why SOA and Digital Scientists?
We’re in the Same Business - Enabler & Process
Accelerate Digital Transformation with APIs
● Make your business assets accessible to anyone, anywhere
● Externalize existing apps or develop new ones
We Build Digital Businesses
mobile · wearable · car · location · contextual · web · search
8. WHAT IS PERSONALIZATION?
Three Main Drivers of Personalization
PERSON
Deliver a message
based on the shopper
(who, why)
CONTEXT
Deliver a message based on
the context
(what, where, when, how)
LEARNING
Test and learn what works
and what doesn’t to optimize
experience
16. To achieve sustainable competitive advantage now, you must deliver
self-perpetuating cycles of real-time, two-way, insight-driven
interactions with individual customers.
Brands . . . are assembling proprietary digital platforms that Forrester
calls contextual marketing engines.
[They] create sticky, highly engaging environments for customer
interaction and yield proprietary data that cannot be replicated by
traditional marketing methods or third-party data sources.
The results translate into unprecedented levels of customer
engagement, increased revenue, and better product experiences.
The Power of Customer Context – April 2014
WHY IS IT IMPORTANT
Forrester Says Context is King
17. CONTEXTUAL SOLUTION
How Contextual Marketing
Engines Work
USER / SEGMENT
category: Office Depot visitor
visited in last 30 days
region: Atlanta
MESSAGE
“Thanks for stopping by!
The [item] you saved is on sale today.”
DELIVERY
When message is opened:
show related item detail(s)
1
2
3
TRIGGER
visited store location on Peachtree Rd.
SALE!
18. Users who visited a store and have the app installed and active in the last week
All Users - Type in a search to see segment
results
jenny.waters@gmail.com (104) #onedirection notebooks Atlanta in-store recent activity today at 9:45am
johnny.smith@yahoo.com (96) #racing ink and toner Atlanta in-store today at 9:44am
susanna.johansen@gmail.com (312) #teachers snacks Atlanta in-store today at 9:44am
CONTEXTUAL MARKETING ENGINE
Segment: Which touchpoints should we target?
You can save
your search as a
custom segment
19. CONTEXTUAL MARKETING ENGINE
Optimization: Learn What Works and Doesn’t
Detailed
analytics for
messages
Thanks for supporting our Teachers. Stop in this week
for a special deal. (10,305)
Deliver special promo when active #Teachers customer returns
Just for you: Fall Favorites (9,602)
Deliver new Fall promos to active customers who view Fall social campaign
New items for you in [category] (7,305)
Deliver a reminder of [category] in recent history after no activity for a week
Thanks for your visit – Rate this location for special deals
(4,522)
Deliver a message to rate your visit when a user visits a location beacon.
Hello from One Direction (3,712)
Deliver new One Direction promo to all new 1D customers in Atlanta area
We haven’t seen you in a while – Stop by for a special deal
(1,562)
Deliver a reminder to users who haven’t opened the app in a month
Reminder of your recent searches (2,305)
Deliver a reminder of recent history when any location geofence is triggered
21. IT’S NOT YOUR FATHER’S API . . .
IT’S A NEW
BUSINESS CHANNEL
22. WHY IS THIS IMPORTANT
APIs Represent a Key Investment for
Both Strategic and Operational Objectives
OUTSIDEINSIDE
MOBILE
INNOVATION
PARTNERS
INTERNAL
24. Food production must increase by 60% to feed the growing
population expected to reach 9 billion in 2050
— United Nations Food and Agriculture Organization
CASE EXAMPLE
25. John Deere turns farm data and telemetry into a digital
plan to optimize operations and increase yields/profits.
CASE EXAMPLE
26. Information from equipment sensors is combined with
historical and real-time data regarding weather
predictions, soil conditions, crop features and many others.
CASE EXAMPLE
29. CASE EXAMPLE
Business travel is a $1.12 trillion industry, with U.S business
travelers logging 460M trips a year
* Sources: GBTA Foundation, Annual Global Reports & Forecasts, August 2013; U.S. Travel Association, U.S. Travel Answer Sheet, 2013
30. Get Visibility
into Spend
Manage expenses
anytime, anywhere
It’s all about
automation
CASE EXAMPLE
Concur enables businesses to manage everything from
travel bookings to expenses and compliance requirements
31. CASE EXAMPLE
A platform for everything travel even before you embark.
APIs allow for integration to CIBTvisas
32. CASE EXAMPLE
A platform for tools to assist you while you are on the road.
Park N’Fly, TripLingo, TaxiMagic, Uber and others
33. CASE EXAMPLE
A platform for tools to assist when you return home. E-
receipts for travel and automation of business travelers
payroll compliance for the employer
40. ● Recent Products
All / filtered by search terms,
tags & color
● Recommendations
All / filtered by search terms,
tags & color
AND OTHERS
● Items Tagged by User
● Record a beacon view
● Domain visits and loyalty offers
● Redeem a promotion
Relevant content for each user is
personalized through a series of
background API calls:
42. OUR APPROACH
Digital Innovation Process
CONCEPT
STRATEGY
ARCHITECT
BUILD
MANAGE
What is the digital business opportunity?
What business model and go-to-market
approach will win?
What is the user experience and how precisely
does the digital product work
in conjunction with existing capabilities?
Execute the technical development and
complete implementation plan.
Implement the operating model, launch the
digital business, and manage the roadmap.
API MANAGEMENT
API MANAGEMENT
SECURITY
CLOUD INTEGRATIONS
ANALYTICS
43. OUR APPROACH
Digital Platform Enablers
CONCEPT
STRATEGY
ARCHITECT
BUILD
MANAGE
API MANAGEMENT
API MANAGEMENT
CLOUD INTEGRATIONS
ANALYTICS
Identify new or existing APIs by leveraging
your enterprise API catalog
Establish a business model around the API by
setting establishing marketing, socialization,
terms of use and legal conditions for the API
Design the API and define security and policy
requirements
Assemble the API from various on-premise
and cloud resources
Manage the API from business, operation
and API perspectives.
SECURITY
44. CONCEPT: Identify new or existing APIs by leveraging
your enterprise API catalog
API
MANAGEMENT
45. STRATEGY: Establish a business model around the
API by setting establishing marketing, socialization,
terms of use and legal conditions for the API
Manage your APIs as a business
inside and outside your enterprise
API
MANAGEMENT
46. ARCHITECT: Design the API and define security and
policy requirements
Managing the
User Experience
Securing the App:
PII, PHI
Enabling Easy
Developer Access
Securing
the Channel
Securing
the Backend
SECURITY
47. BUILD: Assemble the API from various on-
premise and cloud resources
Enterprise
Service Bus
Public APIs B2B APIs Internal APIs
CLOUD INTEGRATION GATEWAY
CLOUD
INTEGRATIONS
48. MANAGE: Manage the API from business,
operation and API perspectives
BUSINESS ANALYTICS
• Track product,
customer and
monetization trends
• Identify new
opportunities
OPERATIONAL ANALYTICS
• Ensure operation
excellence of your
infrastructure
• Analyze errors and
response codes
API ANALYTICS
• Identity top APIs by usage,
monetization, app type etc.
• Analyze API Licensing,
monetization and fine-tune
developer onboarding
ANALYTICS
API Traffic by AppAverage Response Time and ThroughputDeveloper Engagement
53. Why SOA and Digital Scientists?
We’re in the Same Business - Enabler & Process
Accelerate Digital Transformation with APIs
● Make your business assets accessible to anyone, anywhere
● Externalize existing apps or develop new ones
We Build Digital Businesses
mobile · wearable · car · location · contextual · web · search
