The document introduces key personnel, including Chris Cook, Laura Heritage, and Tom Klein, who are experts in software development, API strategy, and digital innovation. It emphasizes the importance of APIs and contextual marketing for enhancing customer engagement and driving digital transformation in business. Additionally, it outlines strategies for API management and the creation of personalized customer experiences using data analytics.

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

6. WHAT IS
PERSONALIZATION

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 . . .

15. AND APIs
MAKE IT HAPPEN
CUSTOMER
ECOMMERCE
INVENTORY

16. WHY IS IT IMPORTANT
Forrester Says Context is King
The Power of Customer Context – April 2014
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.

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. CONTEXTUAL MARKETING ENGINE
Segment: Which touchpoints should we target?
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
susanna.johansen@gmail.com (312) #teachers snacks Atlanta in-store today at 9:44am
johnny.smith@yahoo.com (96) #racing ink and toner Atlanta in-store today at 9:44am
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
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.
New items for you in [category] (7,305)
Deliver a reminder of [category] in recent history after no activity for a week
Just for you: Fall Favorites (9,602)
Deliver new Fall promos to active customers who view Fall social campaign
Reminder of your recent searches (2,305)
Deliver a reminder of recent history when any location geofence is triggered
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

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
INSIDE OUTSIDE
INNOVATION
PARTNERS
MOBILE
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. CASE EXAMPLE
John Deere turns farm data and telemetry into a digital
plan to optimize operations and increase yields/profits.

26. CASE EXAMPLE
Information from equipment sensors is combined with
historical and real-time data regarding weather
predictions, soil conditions, crop features and many others.

27. CASE EXAMPLE
Sensor Data
Fall Harvest Winter Planning Spring Planting

28. CASE EXAMPLE
INSIDE OUTSIDE
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
CASE EXAMPLE
It’s all about
automation
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
INSIDE OUTSIDE
MOBILE •
The
Travel
Experience
INNOVATION •
PARTNERS •
Platform of inputs and
outputs – creates rich
ecosystem / experiences

35. CASE EXAMPLE
The optimal shopping experience across stores

36. Sponsored Beacons in Retailers
CASE EXAMPLE

37. When entering:
Get loyalty
notification

38. CASE EXAMPLE
STORE PAGE
Count is updated
automatically with
each visit

39. CASE EXAMPLE
REDEEMING A REWARD
Users present their
screen at a location to
redeem the promotion

40. Relevant content for each user is
personalized through a series of
background API calls:
● 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

41. HOW TO GET
STARTED

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:
Securing
the Channel
PII, PHI Enabling Easy
Developer Access
Securing
the Backend
SECURITY

47. BUILD: Assemble the API from various on-premise
and cloud resources
Public APIs B2B APIs Internal APIs
Enterprise
Service Bus
CLOUD INTEGRATION GATEWAY
CLOUD
INTEGRATIONS

48. MANAGE: Manage the API from business,
operation and API perspectives
Developer Engagement Average Response Time and Throughput API Traffic by App
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

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

54. digitalscientists.com
@digitalscience
soa.com
@soasoftwareinc
THANK YOU

56. APPENDIX