The document discusses a presentation about mastering digital channels through APIs. It begins with an agenda that covers the digital world of CMOs/CDOs, companies that are doing it well using APIs, what to do next, and Q&A. It then provides details on the evolution of the digital world from the first generation web to today's SMAC stack challenges. It also discusses how Amazon has mastered digital channels through vision, focus on data and APIs, agility, and persistence in broadening their offerings.

1. Mastering
Digital
Channels
Through
APIs
Ma5
McLarty,
VP,
API
Academy,
CA
Lou
Powell,
Principal,
Vanick
Digital
Tuesday,
April
28th,
2015

2. 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

3. The
Digital
World
of
the
CMO/CDO

4. 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. 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. 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
meant…yet.

7. 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

8. 8
©
2015
CA.
ALL
RIGHTS
RESERVED.
Today’s
Challenges:
Technology
Overload
§ CMO/CDO’s
have
never
had
to
be
so
tech
savvy
§ New
Plahorms
§ New
Partners

9. 9
©
2015
CA.
ALL
RIGHTS
RESERVED.
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?

10. 10
©
2015
CA.
ALL
RIGHTS
RESERVED.
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?

11. 11
©
2015
CA.
ALL
RIGHTS
RESERVED.
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. 12
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

13. Who
is
doing
it
well

14. 14
©
2015
CA.
ALL
RIGHTS
RESERVED.
h5p://www.amazon.com/The-­‐Everything-­‐Store-­‐
Bezos-­‐Amazon-­‐ebook/dp/B00BWQW73E
Amazon
–
Digital
InstanRaRon

15. 15
©
2015
CA.
ALL
RIGHTS
RESERVED.
“We
don’t
make
money
when
we
sell
things.
We
make
money
when
we
help
customers
make
purchase
decisions.”
Idealism
PragmaNsm
Amazon
–
Value
RecogniRon

16. 16
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

17. 17
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

18. 18
©
2015
CA.
ALL
RIGHTS
RESERVED.
Amazon
–
Data-­‐enabled
DisrupRon
Envision
Focus
Disrupt
Iterate
Persist
Broaden
From
h5p://www.infoq.com/arRcles/web-­‐apis-­‐business-­‐perspecRve

19. 19
©
2015
CA.
ALL
RIGHTS
RESERVED.
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/

20. 20
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

21. 21
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

22. 22
©
2015
CA.
ALL
RIGHTS
RESERVED.
The
Digital
Feedback
Loop
Business
Goals
Digital
Reach
Business
Results
Data-­‐
driven
Insights

23. How
APIs
Enable
Success

24. 24
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

25. 25
©
2015
CA.
ALL
RIGHTS
RESERVED.
The
Business
Value
of
APIs
It’s
not
what
they
are,
it’s
what
they
enable

26. 26
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

27. 27
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

28. 28
©
2015
CA.
ALL
RIGHTS
RESERVED.
But
beware
of…
Straying
from
the
core
business
“If
you
build
it
they
will
come”
syndrome
Point-­‐in-­‐Rme
soluRons,
islands
New
security
vulnerabiliRes

29. 29
©
2015
CA.
ALL
RIGHTS
RESERVED.
The
API360
Model
for
the
Digital
Enterprise
Alignment
&
Usefulness
Engagement
&
Usability
Scalability
&
Evolvability
Manageability
&
Security
API
Management

30. 30
©
2015
CA.
ALL
RIGHTS
RESERVED.
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

31. What
to
do
Next

32. 32
©
2015
CA.
ALL
RIGHTS
RESERVED.
The
API
Roadmap
Quick
Start
Go
Enterprise
Unbunding
TransformaNon

33. 33
©
2015
CA.
ALL
RIGHTS
RESERVED.
Quick
Start
§ Low
hanging
fruit
with
strategic
value
§ Establish
enterprise
scale
infrastructure
§ Establish
governance
§ Establish
communicaRons
§ Establish
brand
standards
/
usability

34. 34
©
2015
CA.
ALL
RIGHTS
RESERVED.
Expand
Through
the
Enterprise
§ Survey
of
API
opportuniRes
across
business
units
and
divisions
(Pareto’s
Principle)
§ Scale
infrastructure
§ Roadmap
§ CommunicaRon
is
key
§ ConRnuous
improvement

35. 35
©
2015
CA.
ALL
RIGHTS
RESERVED.
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)

36. 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

37. QuesRons?

38. 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

39. VP,
API
Academy
Ma5hew.McLarty@ca.com
MaY
McLarty
@ma5mclartybc,
@caapi
h5ps://ca.linkedin.com/in/ma5mclartybc
apiacademy.co,
ca.com

40. 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.

41. 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.
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

42. Principal
lou.powell@vanick.com
Lou
Powell
@vanicklou
h5ps://www.linkedin.com/pub/lou-­‐powell/4/ba1/170
vanick.com