Delivering on Personalization with the Power of APIs
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This document discusses how APIs and digital platforms can enable personalization and contextual marketing. It provides examples of John Deere using farm equipment data and APIs to optimize agriculture operations, and Concur using travel data and APIs to create a travel management platform. The document advocates using API management, security, analytics, and cloud integration to build digital platforms and deliver personalized experiences. It introduces SOA Software as a leader in API management and digital platforms that can help achieve these goals.
![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](https://image.slidesharecdn.com/deliveringonpersonalizationwiththepowerofapis-150423125537-conversion-gate01/85/Delivering-on-Personalization-with-the-Power-of-APIs-16-320.jpg)
![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!](https://image.slidesharecdn.com/deliveringonpersonalizationwiththepowerofapis-150423125537-conversion-gate01/85/Delivering-on-Personalization-with-the-Power-of-APIs-17-320.jpg)
![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](https://image.slidesharecdn.com/deliveringonpersonalizationwiththepowerofapis-150423125537-conversion-gate01/85/Delivering-on-Personalization-with-the-Power-of-APIs-19-320.jpg)
Delivering on Personalization with the Power of APIs
- 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
- 7. COMMUNICATE THE SMARTEST THING AT ANY MOMENT IN TIME
- 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
- 9. On walking into the store: See items from your Love List
- 10. At the end of the workday: Predict your drive
- 14. PERSONALIZATION IS KEY TO OWNING THE CUSTOMER . . .
- 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
- 20. WHAT IS AN API
- 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
- 23. LET’S CONSIDER A FEW API / BUSINESS EXAMPLES
- 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
- 27. CASE EXAMPLE Sensor Data Fall Harvest Winter Planning Spring Planting
- 28. 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
- 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
- 34. CASE EXAMPLE OUTSIDEINSIDE MOBILE • The Travel Experience INNOVATION • PARTNERS • Platform of inputs and outputs – creates rich ecosystem / experiences
- 35. The optimal shopping experience across stores CASE EXAMPLE
- 36. Sponsored Beacons in Retailers CASE EXAMPLE
- 38. CASE EXAMPLE Count is updated automatically with each visit STORE PAGE
- 39. CASE EXAMPLE Users present their screen at a location to redeem the promotion REDEEMING A REWARD
- 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
- 49. OPERATIONAL ANALYTICS: Identify the Problem Backend service is taking 1.233s ANALYTICS
- 50. DELIVERING ON PERSONALIZATION The SOA Software Digital Business Platform ANALYTICS CLOUD INTEGRATION API MANAGEMENT SECURITY
- 51. DELIVERING ON PERSONALIZATION Leader in Gartner MQ and Forrester Wave
- 52. COMMUNICATE THE SMARTEST THING AT ANY MOMENT IN TIME
- 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
- 56. APPENDIX