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EVOLVE'14 | Keynote | Sal Visca | How APIs are Revolutionizing Commerce in the Age of the Consumer
Elastic Path is a leading enterprise experience-driven commerce platform that empowers brands to generate revenue through innovative APIs, particularly within the Adobe Marketing Cloud. The document outlines key challenges in experience-driven commerce and emphasizes the importance of intelligent APIs to create seamless consumer experiences across digital and physical touchpoints. The Elastic Path Cortex API framework enables easy integration and supports evolving over time while minimizing maintenance costs.
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EVOLVE'14 | Keynote | Sal Visca | How APIs are Revolutionizing Commerce in the Age of the Consumer
- 1. www.elasticpath.com Sal Visca CTO, Elastic Path Nov 19, 2014 2014 EVOLVE EXPERIENCE-DRIVEN COMMERCE
- 2. Elastic Path isthe 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. Agenda 1. Technicaland 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. Overcoming Technical and Organizational challenges that block the delivery of experience-driven commerce
- 5.
- 6. Consumer digital experiencesare disjointed Catalog Glossy Source: US Cross-Channel Retail Forecast, 2011 to 2016, Forrester Research Inc., October 2013
- 7. Immersive Engaging In-Context Jarring Consumer Journeys Catalog-driven Experience-driven Informational Data Overload Lack Context
- 10. Elastic Path Editionfor Adobe Experience Manager
- 12. An API approachto enabling the Adobe Marketing Cloud
- 13. Elastic Path forAdobe® Marketing Cloud
- 14. Connects alldata 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
- 15. PATENT-PENDING TECH LEVEL3 REST intuitive, universal LEVEL 2 REST LEVEL 1 REST SOAP / RPC obscure, proprietary vs. typical platform LEVEL 3 REST HYPERMEDIA API REDUCED EFFORT AND COST vs. typical platform 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
- 16. APIs enabling transactionalcapabilities to be embedded directly into Adobe Marketing Cloud
- 17. Customers, Shoppers &Dealers Adobe Experience Manager
- 18. Customers, Shoppers &Dealers Adobe Experience Manager
- 19. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components
- 20. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components Adobe CMS Data Store
- 21. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components Adobe CMS Data Store
- 22. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components EP Commerce Components Adobe CMS Data Store
- 23. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components EP Commerce Components Adobe CMS Data Store Connector
- 24. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components EP Commerce Components Adobe CMS Data Store Connector
- 25. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components EP Commerce Components Cortex Integration Framework Adobe CMS Data Store Connector
- 26. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components EP Commerce Components Cortex Integration Framework Adobe CMS Data Store Connector Connector
- 27. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components EP Commerce Components Adobe CMS Data Store Connector Cortex Integration Framework Connector
- 28. Customers, Shoppers &Dealers Adobe Experience Manager Adobe Native Components EP Commerce Components Adobe CMS Data Store Connector Cortex Integration Framework Connector Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling
- 29. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Connector
- 30. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Connector Differentiator Features • Store inventory • Retail order status • Other
- 31. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework
- 32. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector
- 33. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector
- 34. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector
- 35. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector
- 36. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector Custom Components
- 37. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector Custom Components Connector
- 38. Customers, Shoppers &Dealers Adobe Native Components EP Commerce Components Adobe CMS Data Store Commerce Features • Catalog & pricing • Payments, Taxes, etc • Order handling Adobe Experience Manager Connector Enterprise Systems Cortex Integration Framework Differentiator Features • Store inventory • Retail order status • Other Connector EAI Framework Standard Connector Custom Connector Custom Components Connector
- 39. The Accelerating Need for Intelligent APIs How to build a best-of-breed, Interoperable technology platform to spur innovation
- 40. The Accelerating Needfor 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. APIs to enableDigital Consumer Engagement Some Digital Marketing capabilities that will benefit from good APIs
- 42. Evolution of APItechnologies
- 43. Evolution of APItechnologies 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. API Technologies “HypeCycle” RESTless SDK’s SOAP RMI REST/JSON Hypermedia PubSub REST
- 45. SOAP REST/JSON Hypermedia Hypermedia moving past the hype
- 46. The Elastic Path Approach to APIs
- 47. Richardson Maturity Model(RMM) – Levels of REST References: http://martinfowler.com/articles/richardsonMaturityModel.html based on Leonard Richardson’s the Richardson Maturity Model (RMM) http://restcookbook.com/Miscellaneous/richardsonmaturitymodel/ http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm
- 48. Elastic Path Cortexspans the API chasm to Level 3 REST CORTEX API intuitive, universal PROVIDES: Resources, Verbs, Endpoint Links LEVEL 3 REST LEVEL 2 REST LEVEL 1 REST PROVIDES: Fully-defined hypermedia controls Self-discoverable data shapes NEED TO KNOW: Nothing NEED TO KNOW: Nothing NO STANDARDS Limited EXAMPLES Limited FRAMEWORKS PROVIDES: Resources, Verbs NEED TO KNOW: Data Shapes, Endpoints SOAP / RPC obscure, proprietary PROVIDES: Resources NEED TO KNOW: Actions, Data Shapes, Endpoints
- 49. The power ofthe 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 http://developers.elasticpath.com/
- 50. APIs Enabling theDigital Organization
- 51. Tablets, eReaders MobileHandsets Social Websites Web Storefront Content Management System (CMS) Web Browser HTML5 Elastic Path Cortex API Elastic Path Digital Commerce Engine Bindings Bindings to 3rd Party Commerce Integrations Catalog Bindings Bindings to 3rd Party Services Commerce Platform Ecommerce Sites Digital Catalog Managers ©Copyright 2014 – Elastic Path Software Inc. All rights reserved. Customer Experience System (CES) Marketing Team Digital Assets Campaign Management Search and Promote Analytics and Predictive Multivariate Testing Social, Mobile Location-Based Marketing Master User Profile Media Management Digital Marketing 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 Promotions Personalization Search Multi-store Tax Ratings/Reviews Fraud Recommendations Payment Subscriptions Inventory Orders (OMS) Digital Delivery Administration Physical Products DRM, Entitlements VOD, SVOD, TVOD OTT Streaming VCMS Elastic Path Core Commerce Commerce Integrations Elastic Path Enterprise Services Integration Layer EP Catalog API Gateway Native Apps Mobile POS Wearable Devices GPS Devices, Beacons Connected Cars Home Automation Internet of Things, M2M In-App Connected TVs, IPTV, STBs, Game Consoles Digital Retail Stores
- 52.
- 53. Summary Tightintegration between Content and Commerce is critical for Experience Driven Commerce: 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
- 54. 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/
- 55. www.elasticpath.com Sal Visca CTO, Elastic Path Nov 19, 2014 sal.visca@elasticpath.com 2014 EVOLVE EXPERIENCE-DRIVEN COMMERCE
Editor's Notes
- #10 Explaining the traditional role of an ecommerce platform… Here’s how almost all digital businesses are organized today: Ecommerce drives a desktop store, and maybe a mobile shopping site or two. These are channels operated by an ecommerce group, and supported directly by IT. [BUILD] But unless you’re a true pure play, the brand is owned by your CMO – brand sites, content sites, digital campaigns, cool apps, and all sorts of third-party relationships that are probably giving the ecommerce and IT teams nightmares. [BUILD] On top of this, most companies will have critical line of business systems – everything from point of sale at retailers, to ERP systems, to business intelligence applications that collect data from cars, and thermostats, and running shoes. This is yet another silo with it’s own data and capabilities. [BUILD] Features, functions, and data are effectively locked in silos. Customer experiences are powered by just part of a company’s overall capability. Departments are limited in their ability to see the customer as a whole. It’s no wonder that most companies suffer from a digital customer experience that is poor and disjointed. Pick up any recent analyst report, and you can see that these challenges have historical, political and organizational roots that run deep But we believe that they are aggravated by a technology approach that just doesn’t work for the world in 2013 The applications that support ecommerce are the ones that know the most about each customer – their history, their behavior – and also the most about the products and how you buy them – but in most cases, these are capabilities and data that are not available to other digital experiences Yet these are the digital experiences that will influence over $1.6 trillion in consumer spending within the next few years. So what is our approach?
- #11 Explaining the role of Elastic Path Four years ago we took a risk and decided to rip the head off our ecommerce software Instead of competing with other applications like WCM, CEM, mobile application platforms – that will always be better, faster, and stronger and creating and delivering the customer experience, we focused on creating the best commerce foundation layer for driving any digital experience We did this by creating – from scratch – the industry’s most robust and easy to use enterprise API. We call it the Cortex integration layer – and we use it to unify, abstract, and deliver all the data and capabilities you need to drive profitable digital experiences Cortex is the first and only enterprise grade commerce API designed from the ground up to give intermediate developers – not enterprise commerce experts, but people who work for business groups, for marketing, for digital agencies, for partner companies – simple, secure access to data and capabilities that until now have been locked into the ecommerce silo. Our goal is to take those highly complex, but highly valuable functions: Merchandising and monetization Pricing and promotions, including personalization Account history and usage metrics And make them as easy to use as embedding a Google Map or a Facebook Like button into a website. Our software takes all of the data and capabilities that have been used for years to drive ecommerce sites, and unifies them into a single streamlined API that’s easy to put into apps, digital marketing, APIs, and physical products. Our goal is to break ecommerce free from the 327 billion dollars, and bring it to the $1.6 trillion market.
- #29 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #30 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #31 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #32 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #33 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #34 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #35 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #36 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #37 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #38 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #39 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #40 http://api-developers.elasticpath.com/1.10.0/Framework%20Extension%20Guide/Dev_Guide_Customizing_Personalization
- #46 Innovation Triggers RESTless SDK’s (over spdy, other binary formats) PubSub + REST Inflated Expectations Hypermedia Trough of Disillusionment REST/JSON – Slipping into this area due to: Lack of standards Lack of tooling Fragmented media types Poor api design and education Slope of Enlightenment - RMI – stalled here… Plateau of Productivity SOAP Easy to use (once you learn) Standards Easy client development Moderate learning curve (good education, frameworks) Went through disillusionment of poor tooling, overzealous standards, and into standard everyday development life
- #47 Innovation Triggers RESTless SDK’s (over spdy, other binary formats) PubSub + REST Inflated Expectations Hypermedia Trough of Disillusionment REST/JSON – Slipping into this area due to: Lack of standards Lack of tooling Fragmented media types Poor api design and education Slope of Enlightenment - RMI – stalled here… Plateau of Productivity SOAP Easy to use (once you learn) Standards Easy client development Moderate learning curve (good education, frameworks) Went through disillusionment of poor tooling, overzealous standards, and into standard everyday development life
- #49 This is the Richardson Maturity Model, which reflects the different levels of REST as defined in Roy Fielding’s Dissertation on REST (http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm) Level 0: SOAP/RPC: The traditional API standard(s), where we have one monolithic API defined in a set of WSDL endpoints. We need to know all the different methods, data shapes and endpoints. Level 1 REST: A set of APIs split into multiple resources. We need to know all the different methods, data shapes and endpoints. Level 2 REST: Level 1 + the usage of HTTP Verbs (GET, POST, PUT, DELETE, etc). We still need to know the data shapes and endpoints. Actions are now done via HTTP verbs Level 3 REST: Level 2 +Links. Link relations now show how different resources refer to each other. Data shapes and endpoints are linked. There is reduced for heavy standards, large pages of documentation/examples and highly complex frameworks Cortex: Level 3 + patent-pending hypermedia controls. EP added additional developer-friendly patterns so that any interaction with the API is easy for a developer to understand and implement
- #50 This is the Richardson Maturity Model, which reflects the different levels of REST as defined in Roy Fielding’s Dissertation on REST (http://www.ics.uci.edu/~fielding/pubs/dissertation/top.htm) Level 0: SOAP/RPC: The traditional API standard(s), where we have one monolithic API defined in a set of WSDL endpoints. We need to know all the different methods, data shapes and endpoints. Level 1 REST: A set of APIs split into multiple resources. We need to know all the different methods, data shapes and endpoints. Level 2 REST: Level 1 + the usage of HTTP Verbs (GET, POST, PUT, DELETE, etc). We still need to know the data shapes and endpoints. Actions are now done via HTTP verbs Level 3 REST: Level 2 +Links. Link relations now show how different resources refer to each other. Data shapes and endpoints are linked. There is reduced for heavy standards, large pages of documentation/examples and highly complex frameworks Cortex: Level 3 + patent-pending hypermedia controls. EP added additional developer-friendly patterns so that any interaction with the API is easy for a developer to understand and implement