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

The Digital World of the CMO/CDO


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


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


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.


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


Today’s Challenges: Technology Overload

§  CMO/CDO’s have never had to be so tech savvy

§  New Plahorms

§  New Partners


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?


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?


The Web Tomorrow

§  ConRnued AcceleraRon §  IoT (The Internet of Things)

–  Connected Cars –  Wearables –  Appliances –  Connected Home

§  Omnipresence

§  Disrupters

INVISIBLE

PROLIFIC

DISRUPTIVE

Coming very soon…


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

Who is doing it well


h5p://www.amazon.com/The-‐Everything-‐Store-‐Bezos-‐Amazon-‐ebook/dp/B00BWQW73E

Amazon – Digital InstanRaRon


“We don’t make money when we sell things. We make money when we help customers make purchase decisions.”

Idealism PragmaNsm

Amazon – Value RecogniRon


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


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


Amazon – Data-‐enabled DisrupRon

Envision

Focus

Disrupt

Iterate

Persist

Broaden

From h5p://www.infoq.com/arRcles/web-‐apis-‐business-‐perspecRve


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/


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


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


The Digital Feedback Loop

Business Goals

Digital Reach

Business Results

Data-‐driven Insights

How APIs Enable Success


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


The Business Value of APIs

It’s not what they are, it’s what they enable


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


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


But beware of…

Straying from the core business

“If you build it they will come” syndrome

Point-‐in-‐Rme soluRons, islands

New security vulnerabiliRes


The API360 Model for the Digital Enterprise

Alignment & Usefulness

Engagement & Usability

Scalability & Evolvability

Manageability & Security

API Management


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

What to do Next


The API Roadmap

Quick Start

Go Enterprise

Unbunding TransformaNon


Quick Start

§  Low hanging fruit with strategic value §  Establish enterprise scale infrastructure §  Establish governance §  Establish communicaRons

§  Establish brand standards / usability


Expand Through the Enterprise

§  Survey of API opportuniRes across business units and divisions (Pareto’s Principle)

§  Scale infrastructure §  Roadmap

§  CommunicaRon is key

§  ConRnuous improvement


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

QuesRons?


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


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.


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