Download - Mastering Digital Channels with APIs
Mastering Digital Channels Through APIs Ma5 McLarty, VP, API Academy, CA Lou Powell, Principal, Vanick Digital Tuesday, April 28th, 2015
2 © 2015 CA. ALL RIGHTS RESERVED.
Agenda
THE DIGITAL WORLD OF THE CMO/CDO
WHO IS DOING IT WELL
HOW APIs ENABLE SUCCESS
WHAT TO DO NEXT
1
2
3
4
QUESTIONS & ANSWERS 5
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First GeneraRon Web
§ 1994 the web begins to emerge as a viable mass media channel
§ MarkeRng logically inherits this new outbound messaging media
§ Brochure ware
INFORM
SEARCH
BRAND
1993-‐2003
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Web 2.0
§ Customer self-‐service, customer engagement and service are the focus
§ Marketers are required to be more tech focused
§ Shadow IT, Outsourcing and Corp IT throwing data over the wall
ENGAGE
SERVE
RESPOND
2004-‐2009
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2007 Digital RevoluRon
§ The perfect storm – Hardware maturity (smaller and faster) – 75%+ of all US homes have PCs with internet access – Cellular subscribers exceeds 2 Billion
§ Steve Jobs stands on a stage and introduces the world to the future… but no one knew what it really meant…yet.
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The Web Today
§ 75% of all cell phones in the US are Smart Phones 1
§ The average user has 27 Aps on their phone and uses them approximately 30 hours per month 2
§ SMAC Stack (Social, Mobile, AnalyRcs, and Cloud)
§ Omni-‐channel
§ Growing importance of a CMO/CDO and CIO partnership
1 ComScore 2015 Digital Year in Review, 2 The Nielsen Company Website
IMMERSE
COEXIST
PREDICT
2010-‐Today
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Today’s Challenges: Technology Overload
§ CMO/CDO’s have never had to be so tech savvy
§ New Plahorms
§ New Partners
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Today’s Challenges: Channel Growth
§ How does MarkeRng prepare for plahorms that emerge and reach mass adopRon in less than 2 months?
§ How do I keep up with the exploding omni-‐channel marketplace.
§ How do I work efficiently with dozens of partners instead of a few trusted advisors?
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Today’s Challenges: Velocity
§ The pace of change is acceleraRng. § If we struggle to keep up with today’s pace, how will we
contend with tomorrow’s pace?
§ How do I create a ready plahorm to anRcipate needs?
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The Web Tomorrow
§ ConRnued AcceleraRon § IoT (The Internet of Things)
– Connected Cars – Wearables – Appliances – Connected Home
§ Omnipresence
§ Disrupters
INVISIBLE
PROLIFIC
DISRUPTIVE
Coming very soon…
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Tomorrow’s Challenges
§ Believe it or not, ever-‐shorter delivery Rmes
§ Quick, Real-‐Rme integraRon into my enterprise business systems
§ ConRnued growth of specialty channel partners
§ Growing complexity and demand of compliance and security
§ CMO/CDO and CIO alignment
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h5p://www.amazon.com/The-‐Everything-‐Store-‐Bezos-‐Amazon-‐ebook/dp/B00BWQW73E
Amazon – Digital InstanRaRon
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“We don’t make money when we sell things. We make money when we help customers make purchase decisions.”
Idealism PragmaNsm
Amazon – Value RecogniRon
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Online retailer of books
Resell books
Reinvent the book (Kindle)
Extend the reinvented book (Kindle Fire)
Resell anything (Marketplace) Fulfill anything
Online retailer of anything
Personalized online retailer Online idenRty
Online retail plahorm
Online payments
Online plahorm (AWS)
Amazon – Agility Personified
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Mandate to Amazon developers:
• Data and funcRonality will only be exposed through APIs.
• APIs must be designed for use by external developers.
• If you don’t do this, you will be fired.
-‐ Paraphrased from Jeff Bezos memo, c. 2002 h5p://apievangelist.com/2012/01/12/the-‐secret-‐to-‐amazons-‐success-‐internal-‐apis/
Amazon – Behind the Scenes
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Amazon – Data-‐enabled DisrupRon
Envision
Focus
Disrupt
Iterate
Persist
Broaden
From h5p://www.infoq.com/arRcles/web-‐apis-‐business-‐perspecRve
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Digital Leaders -‐ Retail
AutoZone § Customer centricity and
segmentaRon § AnalyRcs-‐driven pricing and
promoRons
Dick’s SporRng Goods § CorrelaRon between new stores
and eCommerce purchases
Home Depot § “Store mode” for mobile
References: h5p://www.retaildive.com/news/dicks-‐sporRng-‐goods-‐winning-‐strategy/377768/
h5p://risnews.edgl.com/retail-‐news/AutoZone-‐OpRmizes-‐Pricing-‐and-‐PromoRons-‐with-‐KSS-‐Retail-‐87403 h5p://digiday.com/brands/5-‐retailers-‐mobile/
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Digital Leaders -‐ Insurance
AllState § Defense through offense with
Esurance
Progressive § Driving data as a discount
MetLife § “The Wall” customer view
References: h5ps://openforum.hbs.org/challenge/understand-‐digital-‐transformaRon-‐of-‐business/why-‐digital/allstate-‐s-‐defensive-‐play-‐becomes-‐a-‐digital-‐win-‐so-‐far
h5p://innovaRonpov.com/future-‐of-‐auto-‐insurance/ h5p://www.insurancenetworking.com/gallery/5-‐lessons-‐learned-‐from-‐the-‐metlife-‐wall-‐34261-‐1.html
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Digital Leaders – Other Industries
Advisory Board (Healthcare) § Real-‐Rme hospital data synthesis
and distribuRon
Rogers (Telco) § Demographic-‐driven brand
reinvenRon through content reinvenRon (NHL)
San Diego Gas & Electric (E&U) § Customer relaRonship
transformaRon through new tech References:
h5p://www.ca.com/us/collateral/success-‐stories/na/the-‐advisory-‐board-‐company-‐helps-‐healthcare-‐professionals.aspx h5p://www.theglobeandmail.com/report-‐on-‐business/industry-‐news/markeRng/rogers-‐faces-‐challenge-‐to-‐engage-‐younger-‐viewers-‐with-‐hockey-‐broadcast/arRcle23274709/
h5p://smartgridcc.org/wp-‐content/uploads/2013/07/CS_SDGE.pdf
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The Digital Feedback Loop
Business Goals
Digital Reach
Business Results
Data-‐driven Insights
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What is an API (AKA “Web API”)?
Technical DefiniRon
• A network-‐addressable (usually by HTTP) interface that enables state transfer of data representaRons
Fielding, R. T. (2000). Architectural Styles and the Design of Network-‐based Sowware Architectures. h5p://www.ics.uci.edu/~fielding/pubs/dissertaRon/top.htm
Cox, J.(2001). Network World. Jan. 29, 2001. Volume 18, No. 5. h5ps://books.google.ca/books?id=dBsEAAAAMBAJ
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The Business Value of APIs
It’s not what they are, it’s what they enable
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APIs
APIs are Digital Enablers
From h5p://www.businessinsider.com/5-‐minute-‐presentaRon-‐on-‐amazon-‐2015-‐3
Business Goals
Digital Reach
Business Results
Data-‐driven Insights
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APIs Bring Real Benefits…
Plug and play technology
Extended reach
Omnichannel foundaRon Mobile fuel
Digital feedback loop Partner power CIO broker Developers: a
new audience
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But beware of…
Straying from the core business
“If you build it they will come” syndrome
Point-‐in-‐Rme soluRons, islands
New security vulnerabiliRes
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The API360 Model for the Digital Enterprise
Alignment & Usefulness
Engagement & Usability
Scalability & Evolvability
Manageability & Security
API Management
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API Management Delivers…
RelaRonship management for digital partners
One stop shop for developers
Real-‐Rme, acRonable feedback
Consolidated, controlled access to digital assets
Managed growth
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The API Roadmap
Quick Start
Go Enterprise
Unbunding TransformaNon
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Quick Start
§ Low hanging fruit with strategic value § Establish enterprise scale infrastructure § Establish governance § Establish communicaRons
§ Establish brand standards / usability
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Expand Through the Enterprise
§ Survey of API opportuniRes across business units and divisions (Pareto’s Principle)
§ Scale infrastructure § Roadmap
§ CommunicaRon is key
§ ConRnuous improvement
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Unbundling for true TransformaRon
§ Perceiving your business from the value of the parts
§ API as product
Online retailer of books
Resell books
Reinvent the book (Kindle)
Extend the reinvented book (Kindle Fire)
Resell anything (Marketplace) Fulfill anything
Online retailer of anything
Personalized online retailer Online idenRty
Online retail plahorm
Online payments
Online plahorm (AWS)
A successful API strategy will allow your business to conRnuously connect with markets, understand behaviors, adjust product and service delivery, lower costs, improve customer loyalty and boost sales.
h5p://transform.ca.com/transforming-‐digital-‐business.html
38 © 2015 CA. ALL RIGHTS RESERVED.
CA Technologies Resources for Digital and APIs
§ The Chief Digital Officer’s Guide to Digital TransformaNon – The EssenNal Role of APIs in Today’s Digital Business Landscape eBook
§ API Strategy consulRng from the API Academy
§ The Five Pillars of API Management eBook
§ The Rise of the Chief Digital Officer blog post
VP, API Academy [email protected]
MaY McLarty
@ma5mclartybc, @caapi
h5ps://ca.linkedin.com/in/ma5mclartybc
apiacademy.co, ca.com
40 © 2015 CA. ALL RIGHTS RESERVED.
VANICKDigital API Services Wherever your business is on the path to digital maturity, a cogent, well-‐executed API Strategy represents a criRcal step forward. One providing CMOs the opportunity to conRnuously connect with their market, understand behaviors, adjust product and service delivery, lower costs, improve customer loyalty and boost sales.
Our holisRc pracRce model integrates both business and technical dimensions of the enterprise and is designed to address your key challenges:
§ Accelerate Your Business Goals with Digital Strategy You appreciate the value APIs present, but need help with a forward-‐looking digital technology strategy that uRlizes APIs as a key foundaRonal component.
§ Get Started Your company is invested in the idea that APIs should be implemented as an accelerator for your digital strategy, but you’re not sure where to start.
Vanick Digital will help you see immediate value as you produce APIs to accelerate that next mobile iniRaRve or E-‐commerce opportunity, all while deliberately moving towards enterprise-‐minded strategic goals.
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VANICKDigital API Services § Grow Enterprise Value from ExisNng API iniNaNve(s)
You know that IT has exisRng APIs and you may even be uRlizing them for some projects, but integraRons are sRll expensive and slow. Your APIs are not living up to the promise.
There’s no cohesive vision for the disparate API soluRons throughout your organizaRon.
Vanick Digital will help drive a unified enterprise strategy to align your various iniRaRves into a common plahorm. API Management best pracRces will help you avoid common pihalls and help produce an efficient low-‐cost integraRon experience from your API program.
§ Implement an API program Once your API strategy is formed, Vanick Digital has the architectural and development experRse in-‐house to help you execute.
Our experience with enterprise digital integraRon helps ensure a seasoned, experience-‐focused outcome across various areas of implementaRon, including:
§ API & Systems Architecture § API Management Plaaorm InstallaNon & ConfiguraNon § API Design § API Development & Private Cloud HosNng § EffecNve Developer Experience
Principal [email protected]
Lou Powell
@vanicklou
h5ps://www.linkedin.com/pub/lou-‐powell/4/ba1/170
vanick.com