Mastering Digital Channels with APIs

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  • 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

  • 4 2015 CA. ALL RIGHTS RESERVED.

    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

  • 5 2015 CA. ALL RIGHTS RESERVED.

    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

  • 6 2015 CA. ALL RIGHTS RESERVED.

    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 meantyet.

  • 7 2015 CA. ALL RIGHTS RESERVED.

    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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    Todays Challenges: Technology Overload

    CMO/CDOs have never had to be so tech savvy

    New Plahorms New Partners

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    Todays 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 eciently with dozens of partners instead of a few trusted advisors?

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    Todays Challenges: Velocity

    The pace of change is acceleraRng. If we struggle to keep up with todays pace, how will we

    contend with tomorrows 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

  • 12 2015 CA. ALL RIGHTS RESERVED.

    Tomorrows 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

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

    Amazon Digital InstanRaRon

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    We dont 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) Fulll anything

    Online retailer of anything

    Personalized online retailer Online idenRty

    Online retail plahorm

    Online payments

    Online plahorm (AWS)

    Amazon Agility Personied

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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 dont do this, you will be red. - Paraphrased from Je 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

    Dicks 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 oense 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

  • How APIs Enable Success

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    What is an API (AKA Web API)?

    Technical DeniRon

    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/~elding/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

    Its not what they are, its 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 Benets

    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

  • What to do Next

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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 (Paretos 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) Fulll 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?

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    CA Technologies Resources for Digital and APIs

    The Chief Digital Ocers Guide to Digital TransformaNon The EssenNal Role of APIs in Todays Digital Business Landscape eBook

    API Strategy consulRng from the API Academy The Five Pillars of API Management eBook The Rise of the Chief Digital Ocer blog post

  • VP, API Academy Ma5hew.McLarty@ca.com

    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 youre 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.

  • 41 2015 CA. ALL RIGHTS RESERVED.

    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.

    Theres no cohesive vision for the disparate API soluRons throughout your organizaRon.

    Vanick Digital will help drive a unied 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 ecient 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 & ConguraNon API Design API Development & Private Cloud HosNng EecNve Developer Experience

  • Principal lou.powell@vanick.com

    Lou Powell

    @vanicklou

    h5ps://www.linkedin.com/pub/lou-powell/4/ba1/170

    vanick.com

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