delivering on personalization with the power of apis
TRANSCRIPT
Introductions
Chris CookBusiness DevelopmentSOA 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
Introductions
Laura HeritageDirector of API StrategySOA 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
Introductions
Tom KleinChief Executive OfficerDigital 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
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 Businessesmobile · wearable · car · location · contextual · web · search
WHAT ISPERSONALIZATION
COMMUNICATE THE SMARTEST THINGAT ANY MOMENT IN TIME
WHAT IS PERSONALIZATION?
Three Main Drivers of Personalization
PERSONDeliver a message
based on the shopper(who, why)
CONTEXTDeliver a message based on
the context(what, where, when, how)
LEARNINGTest and learn what works
and what doesn’t to optimize experience
On walking into the store:See items from your Love List
At the end ofthe workday:Predict your drive
PERSONALIZATIONIS KEY TO OWNING THE CUSTOMER . . .
CUSTOMER
ECOMMERCE
INVENTORY
AND APIsMAKE IT HAPPEN
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
CONTEXTUAL SOLUTION
How Contextual MarketingEngines Work
USER / SEGMENTcategory: Office Depot visitorvisited in last 30 daysregion: Atlanta
MESSAGE“Thanks for stopping by!The [item] you saved is on sale today.”
DELIVERYWhen message is opened:show related item detail(s)
1
2
3
TRIGGERvisited store location on Peachtree Rd.
SALE!
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 [email protected] (104) #onedirection notebooks Atlanta in-store recent activity today at 9:45am
[email protected] (96) #racing ink and toner Atlanta in-store today at 9:44am
[email protected] (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
CONTEXTUAL MARKETING ENGINE
Optimization: Learn What Works and Doesn’t
Detailed analytics for messages
Thanks for supporting our Teachers. Stop in this weekfor 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
WHAT IS ANAPI
IT’S NOT YOUR FATHER’S API . . . IT’S A NEWBUSINESS CHANNEL
WHY IS THIS IMPORTANT
APIs Represent a Key Investment forBoth Strategic and Operational Objectives
OUTSIDEINSIDE
MOBILE
INNOVATION
PARTNERS
INTERNAL
LET’S CONSIDER A FEW API / BUSINESS EXAMPLES
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
John Deere turns farm data and telemetry into a digital plan to optimize operations and increase yields/profits.
CASE EXAMPLE
Information from equipment sensors is combined with historical and real-time data regarding weather predictions, soil conditions, crop features and many others.
CASE EXAMPLE
CASE EXAMPLE
Sensor Data
Fall Harvest Winter Planning Spring Planting
CASE EXAMPLE
OUTSIDEINSIDE
MOBILE •
The
Intelligent Farming Experience
INNOVATION •
PARTNERS •
Platform of inputs and outputs – drive home the building of an ecosystem to enable personalization
See whiteboard:image 1: http://d.pr/i/1lu7Limage 2: http://d.pr/i/b6IU
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
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
CASE EXAMPLE
A platform for everything travel even before you embark. APIs allow for integration to CIBTvisas
CASE EXAMPLE
A platform for tools to assist you while you are on the road. Park N’Fly, TripLingo, TaxiMagic, Uber and others
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
CASE EXAMPLE
OUTSIDEINSIDE
MOBILE •
The
Travel Experience
INNOVATION •
PARTNERS •
Platform of inputs and outputs – creates rich ecosystem / experiences
The optimal shopping experience across stores
CASE EXAMPLE
Sponsored Beacons in Retailers
CASE EXAMPLE
When entering:Get loyalty notification
CASE EXAMPLE
Count is updated automatically with each visit
STORE PAGE
CASE EXAMPLE
Users present their screen at a location to redeem the promotion
REDEEMING A REWARD
● Recent ProductsAll / filtered by search terms,tags & color
● RecommendationsAll / 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:
HOW TO GETSTARTED
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 workin 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
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
CONCEPT: Identify new or existing APIs by leveraging your enterprise API catalog
APIMANAGEMENT
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
APIMANAGEMENT
ARCHITECT: Design the API and define security and policy requirements
Managing the User Experience
Securing the App: PII, PHI Enabling Easy
Developer Access
Securingthe Channel
Securingthe Backend
SECURITY
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
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
OPERATIONAL ANALYTICS: Identify the Problem
Backend serviceis taking 1.233s
ANALYTICS
DELIVERING ON PERSONALIZATION
The SOA Software Digital Business Platform
ANALYTICS CLOUD INTEGRATION
APIMANAGEMENT
SECURITY
DELIVERING ON PERSONALIZATION
Leader in Gartner MQ and Forrester Wave
COMMUNICATE THE SMARTEST THINGAT ANY MOMENT IN TIME
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 Businessesmobile · wearable · car · location · contextual · web · search
digitalscientists.com@digitalscience
soa.com@soasoftwareinc
THANK YOU
APPENDIX