Presented at 3|SHARE's EVOLVE'14 - The Adobe Experience Manager Community Summit on Wednesday November 19th, 2014 at the Hard Rock Hotel in San Diego, CA. evolve14.com
2. Elastic Path is the leading independent enterprise
experience-driven commerce platform
• We help the world’s best brands create revenue from experience-driven commerce
• We have an international team serving enterprises around the globe
• We offer patent-pending solutions, proven execution, and great enterprise references
2000
founded in Vancouver, Canada
over $6.5 billion
customer revenue created annually
150+
customers
100%
MRR growth
#1
commerce blog
150+
professionals
Recognized as a “major player”
3. Agenda
1. Technical and organizational challenges blocking
experience-driven commerce
2. An API approach to enabling the Adobe Marketing Cloud
3. The Accelerating Need for Intelligent APIs
4. Evolution of API Technologies
5. Elastic Path’s Approach to APIs
6. APIs: Enabling the Digital Organization
7. Summary
4. Overcoming Technical and
Organizational challenges
that block the delivery of experience-driven commerce
6. Consumer digital experiences are disjointed
Catalog Glossy
Source: US Cross-Channel Retail Forecast, 2011 to 2016, Forrester Research Inc., October 2013
14. Connects all data to Adobe
Marketing Cloud via hypermedia
Cortex API with Live Authoring
Exposes Core Commerce
capabilities via Cortex API
Enables commerce experiences
through the Internet Of Things
leveraging the Cortex API
Provides a way for partners to
integrate easily into the Elastic Path
ecosystem via Cortex API or
Enterprise Integration Framework
Enterprise Integration Framework brings in
data from other business platforms which can
then be exposed via Cortex API
15. PATENT-PENDING TECH
LEVEL 3 REST
intuitive, universal
LEVEL 2 REST
LEVEL 1 REST
SOAP / RPC
obscure, proprietary
vs. typical platform
LEVEL 3 REST HYPERMEDIA API REDUCED EFFORT AND COST
vs. typical platform
person/days
Industry’s first commercial implementation
Self-discoverable hypermedia controls
Intuitive, universal interface
Highly usable by digital agencies and SIs
Realization of Gartner® Pace Layering
Completely decouples front and back ends
Stability, control, security, and performance
“Self serve” commerce capabilities
20. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components
Adobe CMS Data Store
21. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components
Adobe CMS Data Store
22. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
23. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Connector
24. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Connector
25. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components EP Commerce Components
Cortex Integration
Framework
Adobe CMS Data Store
Connector
26. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components EP Commerce Components
Cortex Integration
Framework
Adobe CMS Data Store
Connector
Connector
27. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Connector
Cortex Integration
Framework
Connector
28. Customers, Shoppers & Dealers
Adobe Experience Manager
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Connector
Cortex Integration
Framework
Connector
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
29. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Connector
30. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Connector
Differentiator Features
• Store inventory
• Retail order status
• Other
31. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
32. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
Standard
Connector
33. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
Standard
Connector
34. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
Standard
Connector
Custom
Connector
35. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
Standard
Connector
Custom
Connector
36. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
Standard
Connector
Custom
Connector
Custom Components
37. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
Standard
Connector
Custom
Connector
Custom Components
Connector
38. Customers, Shoppers & Dealers
Adobe Native Components EP Commerce Components
Adobe CMS Data Store
Commerce Features
• Catalog & pricing
• Payments, Taxes, etc
• Order handling
Adobe Experience Manager
Connector
Enterprise Systems
Cortex Integration
Framework
Differentiator Features
• Store inventory
• Retail order status
• Other
Connector
EAI Framework
Standard
Connector
Custom
Connector
Custom Components
Connector
39. The Accelerating Need
for Intelligent APIs
How to build a best-of-breed,
Interoperable technology platform
to spur innovation
40. The Accelerating Need for Intelligent APIs
Mass proliferation of new devices, consumer touchpoints
New points of content and service consumption
Continuous Innovation and Experimentation, Fast Fail
Digital: Blending the Online and Physical Worlds
The Internet of Things – the Internet of Everything !
Increasing Interconnectedness of the World
Intelligent APIs are the enabling technology
41. APIs to enable Digital Consumer Engagement
Some Digital Marketing
capabilities that will
benefit from good APIs
43. Evolution of API technologies
It’s been a journey of technologies:
RPC - Remote Procedure Calls
POX – Poor Old XML over HTTP
Web Services endpoints, WSDL
SOAP
RESTful (“Give SOAP a REST”)
Hypermedia API Level 3 REST
Elastic Path has commercialized a
Level 3+ REST API Framework
called Cortex
47. Richardson Maturity Model (RMM) – Levels of REST
References: http://martinfowler.com/articles/richardsonMaturityModel.html based on Leonard Richardson’s the Richardson Maturity Model (RMM)
http://restcookbook.com/Miscellaneous/richardsonmaturitymodel/
http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm
48. Elastic Path Cortex spans the API chasm to Level 3 REST
CORTEX API
intuitive, universal PROVIDES: Resources, Verbs, Endpoint Links
LEVEL 3 REST
LEVEL 2 REST
LEVEL 1 REST
PROVIDES: Fully-defined hypermedia controls
Self-discoverable data shapes
NEED TO KNOW: Nothing
NEED TO KNOW: Nothing
NO STANDARDS
Limited EXAMPLES
Limited FRAMEWORKS
PROVIDES: Resources, Verbs
NEED TO KNOW: Data Shapes, Endpoints
SOAP / RPC
obscure, proprietary
PROVIDES: Resources
NEED TO KNOW: Actions, Data Shapes, Endpoints
49. The power of the Elastic Path Cortex Hypermedia API
Projecting business capabilities
Abstract touchpoints away from complex business rules, but enable them with business concepts
Allow touchpoints and business rules to evolve independently. Lower long-term maintenance costs
Developer Experience
Allow developers of different skillsets and experiences to understand and leverage the API with minimal
training and ramp-up
Give greater flexibility for touchpoint developers with minimal overhead
“headless” ecommerce stack for easy integration into the Adobe Marketing Cloud and other touchpoints
http://developers.elasticpath.com/
53. Summary
Tight integration between Content and Commerce is critical
for Experience Driven Commerce:
Elastic Path for Adobe Marketing Cloud
APIs are the key to deep integration
APIs will enable commerce / monetization to be embedded
in consumer digital and physical experiences
The Internet of Everything is coming fast and furious –
be ready with an intelligent API - Elastic Path Cortex
54. Continue the Discussion
1. Swing by our booth to further discuss our API and Commerce
Integration or for a demo (Booth #2)
2. Email Sal@elasticpath.com to set up a 1:1 meeting with our
technologists
3. Or try it out for yourself first: http://developers.elasticpath.com/
55. www.elasticpath.com
Sal Visca
CTO, Elastic Path
Nov 19, 2014
sal.visca@elasticpath.com
2014 EVOLVE
EXPERIENCE-DRIVEN COMMERCE
Notes de l'éditeur
Explaining the traditional role of an ecommerce platform…
Here’s how almost all digital businesses are organized today:
Ecommerce drives a desktop store, and maybe a mobile shopping site or two. These are channels operated by an ecommerce group, and supported directly by IT.
[BUILD] But unless you’re a true pure play, the brand is owned by your CMO – brand sites, content sites, digital campaigns, cool apps, and all sorts of third-party relationships that are probably giving the ecommerce and IT teams nightmares.
[BUILD] On top of this, most companies will have critical line of business systems – everything from point of sale at retailers, to ERP systems, to business intelligence applications that collect data from cars, and thermostats, and running shoes. This is yet another silo with it’s own data and capabilities.
[BUILD] Features, functions, and data are effectively locked in silos. Customer experiences are powered by just part of a company’s overall capability. Departments are limited in their ability to see the customer as a whole. It’s no wonder that most companies suffer from a digital customer experience that is poor and disjointed.
Pick up any recent analyst report, and you can see that these challenges have historical, political and organizational roots that run deep
But we believe that they are aggravated by a technology approach that just doesn’t work for the world in 2013
The applications that support ecommerce are the ones that know the most about each customer – their history, their behavior – and also the most about the products and how you buy them – but in most cases, these are capabilities and data that are not available to other digital experiences
Yet these are the digital experiences that will influence over $1.6 trillion in consumer spending within the next few years.
So what is our approach?
Explaining the role of Elastic Path
Four years ago we took a risk and decided to rip the head off our ecommerce software
Instead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experience
We did this by creating – from scratch – the industry’s most robust and easy to use enterprise API.
We call it the Cortex integration layer – and we use it to unify, abstract, and deliver all the data and capabilities you need to drive profitable digital experiences
Cortex is the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but people who work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo.
Our goal is to take those highly complex, but highly valuable functions:
Merchandising and monetization
Pricing and promotions, including personalization
Account history and usage metrics
And make them as easy to use as embedding a Google Map or a Facebook Like button into a website.
Our software takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products.
Our goal is to break ecommerce free from the 327 billion dollars, and bring it to the $1.6 trillion market.
Innovation Triggers
RESTless SDK’s (over spdy, other binary formats)
PubSub + REST
Inflated Expectations
Hypermedia
Trough of Disillusionment
REST/JSON – Slipping into this area due to:
Lack of standards
Lack of tooling
Fragmented media types
Poor api design and education
Slope of Enlightenment
- RMI – stalled here…
Plateau of Productivity
SOAP
Easy to use (once you learn)
Standards
Easy client development
Moderate learning curve (good education, frameworks)
Went through disillusionment of poor tooling, overzealous standards, and into standard everyday development life
Innovation Triggers
RESTless SDK’s (over spdy, other binary formats)
PubSub + REST
Inflated Expectations
Hypermedia
Trough of Disillusionment
REST/JSON – Slipping into this area due to:
Lack of standards
Lack of tooling
Fragmented media types
Poor api design and education
Slope of Enlightenment
- RMI – stalled here…
Plateau of Productivity
SOAP
Easy to use (once you learn)
Standards
Easy client development
Moderate learning curve (good education, frameworks)
Went through disillusionment of poor tooling, overzealous standards, and into standard everyday development life
This is the Richardson Maturity Model, which reflects the different levels of REST as defined in Roy Fielding’s Dissertation on REST (http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm)
Level 0: SOAP/RPC: The traditional API standard(s), where we have one monolithic API defined in a set of WSDL endpoints. We need to know all the different methods, data shapes and endpoints.
Level 1 REST: A set of APIs split into multiple resources. We need to know all the different methods, data shapes and endpoints.
Level 2 REST: Level 1 + the usage of HTTP Verbs (GET, POST, PUT, DELETE, etc). We still need to know the data shapes and endpoints. Actions are now done via HTTP verbs
Level 3 REST: Level 2 +Links. Link relations now show how different resources refer to each other. Data shapes and endpoints are linked. There is reduced for heavy standards, large pages of documentation/examples and highly complex frameworks
Cortex: Level 3 + patent-pending hypermedia controls. EP added additional developer-friendly patterns so that any interaction with the API is easy for a developer to understand and implement
This is the Richardson Maturity Model, which reflects the different levels of REST as defined in Roy Fielding’s Dissertation on REST (http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm)
Level 0: SOAP/RPC: The traditional API standard(s), where we have one monolithic API defined in a set of WSDL endpoints. We need to know all the different methods, data shapes and endpoints.
Level 1 REST: A set of APIs split into multiple resources. We need to know all the different methods, data shapes and endpoints.
Level 2 REST: Level 1 + the usage of HTTP Verbs (GET, POST, PUT, DELETE, etc). We still need to know the data shapes and endpoints. Actions are now done via HTTP verbs
Level 3 REST: Level 2 +Links. Link relations now show how different resources refer to each other. Data shapes and endpoints are linked. There is reduced for heavy standards, large pages of documentation/examples and highly complex frameworks
Cortex: Level 3 + patent-pending hypermedia controls. EP added additional developer-friendly patterns so that any interaction with the API is easy for a developer to understand and implement