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Evolve 2014 experience driven commerce

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Connecting the Experience: How APIs are Revolutionizing Commerce in the Age of the Consumer

Embedding transactional capability within brand marketing to create digital experiences that bring a brand to life is a powerful new commerce strategy. But significant technical hurdles need to be cleared. How will your business overcome them?

By harnessing API technologies, CIOs, digital CMOs, and developers are finding success in quickly delivering the perfect mix of content and commerce to every piece of glass, without the pain points or slow time to market normally associated with complex enterprise applications.

Join Sal Visca, Chief Technology Officer, Elastic Path, as he reveals how the world's leading brands accelerate the customer journey by using Commerce Integration Platforms and hypermedia APIs to embed commerce software directly within the Adobe Marketing Cloud.

If you’re in charge of IT strategy or implementation, don’t miss this revealing session. You’ll learn:

- How to overcome technical and organizational challenges that block the delivery of experience-driven commerce.
- How hypermedia API technology can embed transactional capabilities directly into Adobe Marketing Cloud.
- How to build a best-of-breed, interoperable technology platform to spur innovation
- How to make IT a super hero among your business users.

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Evolve 2014 experience driven commerce

  1. 1. www.elasticpath.com! Sal Visca! CTO, Elastic Path! Nov 19, 2014! EVOLVE 2014 EXPERIENCE-DRIVEN COMMERCE!
  2. 2. Elastic Path is the leading independent enterprise experience-driven commerce platform • We help the world’s best brands create revenue from experience-driven commerce • We have an international team serving enterprises around the globe • We offer patent-pending solutions, proven execution, and great enterprise references 2000 founded in Vancouver, Canada over $6.5 billion customer revenue created annually 150+ customers 100% MRR growth #1 commerce blog 150+ professionals Recognized as a “major player”
  3. 3. Agenda 1. Technical and organizational challenges blocking experience-driven commerce# 2. An API approach to enabling the Adobe Marketing Cloud# 3. The Accelerating Need for Intelligent APIs# 4. Evolution of API Technologies# 5. Elastic Path’s Approach to APIs# 6. APIs: Enabling the Digital Organization# 7. Summary #
  4. 4. Overcoming Technical and Organizational challenges that block the delivery of experience-driven commerce
  5. 5. Organizational Silos
  6. 6. Consumer digital experiences are disjointed Source: US Cross-­‐Channel Retail Forecast, 2011 to Catalog!Glossy! 2016, Forrester Research Inc., October 2013
  7. 7. Immersive! ! Engaging! ! In-Context! Jarring Consumer Journeys Catalog-driven!Experience-driven! Informational! ! Data Overload! ! Lack Context!
  8. 8. Many new Access-­‐points, Touchpoints Future-­‐proof PlaDorm PlaDorm for the “unknown”
  9. 9. Elastic Path Edition for Adobe Experience Manager
  10. 10. An API approach to enabling the Adobe Marketing Cloud!
  11. 11. Elastic Path for Adobe® Marketing Cloud
  12. 12. § Connects all data to Adobe Marketing Cloud via hypermedia Cortex API with Live Authoring § Exposes Core Commerce capabilities via Cortex API § Enables commerce experiences through the Internet Of Things leveraging the Cortex API § Provides a way for partners to integrate easily into the Elastic Path ecosystem via Cortex API or Enterprise Integration Framework § Enterprise Integration Framework brings in data from other business platforms which can then be exposed via Cortex API
  13. 13. PATENT-­‐PENDING TECH LEVEL 3 REST intui9ve, universal LEVEL 2 REST LEVEL 1 REST SOAP / RPC obscure, proprietary vs. typical plaDorm LEVEL 3 REST HYPERMEDIA API REDUCED EFFORT AND COST vs. typical pla?orm person/days § Industry’s first commercial implementation § Self-discoverable hypermedia controls § Intuitive, universal interface § Highly usable by digital agencies and SIs § Realization of Gartner® Pace Layering § Completely decouples front and back ends § Stability, control, security, and performance § “Self serve” commerce capabilities
  14. 14. APIs enabling transactional capabilities to be embedded directly into Adobe Marketing Cloud!
  15. 15. Ecommerce and CMS platform capabilities are rapidly amalgamating * Commerce and Content: The Perfect Couple or a Tumultuous Affair? Forrester Research Inc., November 19, 2013
  16. 16. Customers, Shoppers & Dealers Adobe Experience Manager
  17. 17. Customers, Shoppers & Dealers Adobe Experience Manager
  18. 18. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components
  19. 19. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components Adobe CMS Data Store
  20. 20. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components Adobe CMS Data Store
  21. 21. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components EP Commerce Components Adobe CMS Data Store
  22. 22. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Cortex SDK
  23. 23. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Cortex SDK
  24. 24. Customers, Shoppers & Dealers Adobe Experience Manager Commerce IntegraBon PlaGorm Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Cortex SDK
  25. 25. Customers, Shoppers & Dealers Adobe Experience Manager Commerce IntegraBon PlaGorm Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Cortex SDK Connector
  26. 26. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Cortex SDK Commerce IntegraBon PlaGorm Connector
  27. 27. Customers, Shoppers & Dealers Adobe Experience Manager Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Cortex SDK Commerce IntegraBon PlaGorm Connector Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling
  28. 28. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm Connector
  29. 29. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm Connector DifferenBator Features • Store inventory • Retail order status • Other
  30. 30. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework
  31. 31. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector
  32. 32. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector
  33. 33. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector
  34. 34. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector
  35. 35. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector Custom Components
  36. 36. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector Custom Components Connector
  37. 37. Customers, Shoppers & Dealers Adobe NaBve Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Cortex SDK Commerce IntegraBon Enterprise Systems PlaGorm DifferenBator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector Custom Components Connector
  38. 38. Experience Manager Component Component Component Component Component Adobe Commerce API AEM Integration Layer CRX Cortex SDK AEM AEM Commerce Elastic Path Commerce Integration Platform Resource Binding Core Commerce Resource Binding Resource Binding Resource Binding Resource Binding Resource Binding Project Extension REST/HTTP Resource Binding Java Web Service Pricing Promotions … Other System Other System Marketing Cloud Analytics Target Campaign
  39. 39. The Accelerating Need " for Intelligent APIs How to build a best-of-breed, Interoperable technology platform " to spur innovation
  40. 40. The Accelerating Need for Intelligent APIs § Mass proliferation of new devices, consumer touchpoints! § New points of content and service consumption! § Continuous Innovation and Experimentation, Fast Fail# § Digital: Blending the Online and Physical Worlds# § The Internet of Things – the Internet of Everything !! § Increasing Interconnectedness of the World # # Intelligent APIs are the enabling technology!
  41. 41. APIs to enable Digital Consumer Engagement Some Digital MarkeZng capabiliZes that will benefit from good APIs
  42. 42. Evolution of " API technologies
  43. 43. Evolution of API technologies It’s been a journey of technologies:# § RPC - Remote Procedure Calls# § POX – Poor Old XML over HTTP# § Web Services endpoints, WSDL# § SOAP# § RESTful (“Give SOAP a REST”)# § Hypermedia API Level 3 REST # Elastic Path has commercialized a Level 3+ REST API Framework called Cortex #
  44. 44. API Technologies “Hype Cycle” RESTless SDK’s SOAP RMI REST/JSON Hypermedia PubSub REST !
  45. 45. Hypermedia SOAP REST/JSON Hypermedia moving past the hype § Standardization# § SDKs, tools# § Emerging frameworks# § Real-world usage # The time has come for intelligent APIs!
  46. 46. The Elastic Path Approach to APIs
  47. 47. Richardson Maturity Model (RMM) – Levels of REST References: hp://marZnfowler.com/arZcles/richardsonMaturityModel.html based on Leonard Richardson’s the Richardson Maturity Model (RMM) hp://restcookbook.com/Miscellaneous/richardsonmaturitymodel/ hp://www.ics.uci.edu/~fielding/pubs/dissertaZon/top.htm
  48. 48. Elastic Path Cortex spans the API chasm to Level 3 REST LEVEL 3 REST LEVEL 2 REST LEVEL 1 REST PROVIDES: Fully-defined hypermedia controls Self-discoverable data shapes NEED TO KNOW: Nothing NO STANDARDS Limited EXAMPLES Limited FRAMEWORKS CORTEX API intuitive, universal PROVIDES: Resources, Verbs, Endpoint Links NEED TO KNOW: Nothing PROVIDES: Resources, Verbs SOAP / RPCNEED TO KNOW: Data Shapes, Endpoints obscure, proprietary PROVIDES: Resources NEED TO KNOW: Actions, Data Shapes, Endpoints Fantasy ? Zealot? RESTafarian ? PragmaZc REST ?
  49. 49. The power of the Elastic Path Cortex Hypermedia API Projecting business capabilities# § Abstract touchpoints away from complex business rules, but enable them with business concepts# § Allow touchpoints and business rules to evolve independently. Lower long-term maintenance costs# Developer Experience# § Allow developers of different skillsets and experiences to understand and leverage the API with minimal training and ramp-up# § Give greater flexibility for touchpoint developers with minimal overhead# § “headless” ecommerce stack for easy integration into the Adobe Marketing Cloud and other touchpoints# hp://developers.elasZcpath.com/
  50. 50. APIs Enabling the Digital Organization
  51. 51. EP Cortex – supporting the Consumer Journey * Commerce Everywhere™ uses a patent-­‐pending Level 3 REST API framework to streamline the integraZon of enterprise commerce funcZonality into client applicaZons
  52. 52. Websites Web Storefront Content Management System (CMS) Web Browser HTML5 ElasBc Path Cortex API ElasBc Path Digital Commerce Engine Bindings Bindings to 3rd Party Commerce IntegraBons Catalog Bindings Bindings to 3rd Party Services Commerce PlaDorm Ecommerce Sites Tablets, eReaders Mobile Handsets Social Digital Catalog Managers ©Copyright 2014 – ElasZc Path Soiware Inc. All rights reserved. Customer Experience System (CES) MarkeZng Team Digital Assets Campaign Management Search and Promote AnalyBcs and PredicBve MulBvariate TesBng Social, Mobile LocaBon-­‐Based MarkeBng Master User Profile Media Management Digital MarkeBng Cloud Systems of Record Back Office Workers Financial Analysts Digital Products Master Product Catalog Enterprise Bindings System of Record API Services CRM ERP OSS, BSS BI PIM, MDM eCommerce Store Operators Customer Service Reps Product Catalog Managers Merchandizing Cart, Checkout Pricing Coupons PromoBons PersonalizaBon Search MulB-­‐store Tax RaBngs/Reviews Fraud RecommendaBons Payment SubscripBons Inventory Orders (OMS) Digital Delivery AdministraBon Physical Products DRM, EnBtlements VOD, SVOD, TVOD OTT Streaming VCMS ElasBc Path Core Commerce Commerce IntegraBons ElasBc Path Enterprise Services IntegraBon Layer EP Catalog API Gateway Native Apps Mobile POS Wearable Devices GPS Devices, Beacons Connected Cars Home AutomaZon Internet of Things, M2M In-­‐App Connected TVs, IPTV, STBs, Game Consoles Digital Retail Stores
  53. 53. Summary
  54. 54. Summary § Tight integration between Content and Commerce is critical for Experience Driven Commerce:# à Elastic Path for Adobe Marketing Cloud# § APIs are the key to deep integration # § APIs will enable commerce / monetization to be embedded in consumer digital and physical experiences# § The Internet of Everything is coming fast and furious – be ready with an intelligent API - Elastic Path Cortex# #
  55. 55. Continue the Discussion 1. Swing by our booth to further discuss our API and Commerce Integration or for a demo (Booth #2)# 2. Email Sal@elasticpath.com to set up a 1:1 meeting with our technologists# 3. Or try it out for yourself first: http://developers.elasticpath.com/ # #
  56. 56. www.elasticpath.com! Sal Visca! CTO, Elastic Path! Nov 19, 2014! sal.visca@elasticpath.com! 2014 EVOLVE EXPERIENCE-DRIVEN COMMERCE!

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