1. The document discusses next-best-action personalization using an API-first approach to predict customers' next actions based on their context in real-time. 2. It proposes an API-first hyper-personalization stack that is fully programmable, combines real-time and batch data, and is multi-tenant and self-service. 3. The stack includes components like event-based models, score combiners, customer journey modeling, and segmentation to power use cases in retail and hospitality.

1. 1
Next-Best-Action Personalization with Apigee
Alan Ho, Apigee

2. Predicting next-best-action with real-time context
2

3. Retail next-best-action scenarios
3
consider &
evaluate
shop &
book
returninstore purchase
“Remind me
what I usually
buy”
“Open
Wishlist”
“What else
should I do?
“How do I get
there?”
Skip the checkout
line
“What are my
friends buying”
“Relevant
Reviews ?”
“Special Store
Deals?”
“Pickup in
Store”
“Alert me if
there’s a
special today”
“What else
should I
instead”
Recommend
other products
to purchase
“What new
products are
for me ?”*
“Any new
deals”*

4. Hospitality next-best-action scenarios
4
consider &
evaluate
shop &
book
go return
pre-
departure arrive stay
“Alert me when
my flight
changes.”
“Let me
upgrade my
room before I
arrive”
“Where should I
go eat?”
“How do I get
there?”
“Allow me to digitally
communicate with the
hotel, and alert me that
my room is fixed”
“Allow me to
digitally check-
in”
“Help me rent
a car”
“Notify me
when my room
is ready”
“I want to pre-
order room
service”
“Alert me if
there’s a hotel
special today”
“Enable me to
digitally check
out”“Access to
more video
entertainment
choices in my
room
“I want to use
my points to
book”*
“I need to book
a hotel”*

5. Existing approaches
5©2015 Apigee. All Rights Reserved.
Marketer-focused
Personalization products

6. Existing Approaches
6©2015 Apigee. All Rights Reserved.
Marketer-focused
personalization products DIY from open source

7. What’s Wrong
7©2015 Apigee. All Rights Reserved.
Marketer-focused
Personalization products DIY from open source
Limited Use Case
Poor Results

8. What’s wrong
8©2015 Apigee. All Rights Reserved.
Marketer-focused
personalization products DIY from open source
Limited use case
Poor results
Plumbing
takes forever

9. API-first hyper-personalization stack
9
Node.js
Controller
Node.js
Controller
Node.js
Controller
/scores
/Activities
(Push)
/notifications
/profile
/segments
Event-Based
Models
Score
Combiners
Customer
Journey
GRASP
Segmenation
Real-Time System BigData System
Fully programmable
Combines real time + batch
Multi-tenant & self-service

10. API-first personalization stack
10
Node.js
Controller
Node.js
Controller
Node.js
Controller
/scores
/Activities
(Push)
/notifications
/profile
/segments
Event-Based
Models
Score
Combiners
Customer
Journey
GRASP
Segmenation
Real-time system (Edge) Big data system (Insights)

11. API-first hyper-personalization stack
11
Node.js
Controller
Node.js
Controller
Node.js
Controller
/scores
/Activities
(Push)
/notifications
/profile
/segments
Event-Based
Models
Score
Combiners
Customer
Journey
GRASP
Segmenation
Real-Time System BigData System

12. Demo
12

13. Real-time notifications architecture
13
Insights
(GRASP)
Custom Rules
(Optional)
API BaaS
(Like)
Direct Mail
Email
Web
Mobile
Outreach
Scores
Web Analytics
CRM
(Context Aggregation)
(Mashup
Aggregation)
3
4
5
1
6
Aggregation
API
Wishlist
Data
2
Push
7

14. Real-scoring architecture
14
Insights
(GRASP)
Realtime Scoring
API BaaS
(Reco)
Direct Mail
Email
Web
Mobile
Outreach
Scores
Web Analytics
&
Sales
Transactions
(Context Aggregation)
(Mashup
Aggregation)
3
4
5
1
6
Aggregation
API(Swagger)
Wishlist
Data
2

15. Takeaways
1. Next-Best-Action personalization applies to
customer journey
2. Try out the API-First personalization stack :
– Fully programmable
– Combines real-time and batch
– Self-service and multi-tenant
15©2015 Apigee. All Rights Reserved.

16. Try it out for free
16©2015 Apigee. All Rights Reserved.

17. Questions
17