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8 Tips to Cultivating a Successful API Program

Vertical Response

Last week, we attended Apigee’s ‘I Love APIs’ conference at Fort Mason here in San Francisco. ‘I Love APIs’ is Apigee’s annual API (application programming interface) conference full of informative keynotes, workshops, and many opportunities to network with the API and developer community. Segment Your Developer Community : It’s important to segment your developer community, both internally and externally, to appeal to their different motivations and generate faith in the API. For external developers, trust is key.

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4 Ways All Marketers Can Use Facebook’s Offline Conversions API to Optimize Campaigns

Modern B2B Marketing

Author: Mike Stocker Facebook’s recent announcement of their new Offline Conversions API generated a lot of buzz and excitement among marketers and for good reason. The new API provides stores and retailers with a way to see how many people made offline purchases after seeing a Facebook campaign—connecting offline conversions to digital campaigns. What is an offline conversion event?

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SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud

Customer Experience Matrix

The new SaaS software has also been relatively easy to integrate with other systems through open APIs and standard scripting languages such as Python. More exciting than the cloud deployment (which SAS had previously offered for SAS 9), Viya will be accessible through open APIs and scripting languages including Python, Java, and Lua, and – gasp – some components will be offered as on-demand services. The initial CI 360 release includes two modules, Discover (mobile and Web reporting) and Engage (digital interactions including testings).

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5 Disruptions to Marketing, Part 2: Microservices & APIs


Microservices & APIs (and open source) form the fabric of marketing infrastructure. MICROSERVICES & APIs. Adobe has launched the Adobe I/O hub for API documentation and services across their portfolio and the Adobe Marketing Cloud Exchange to promote their growing technology partner ecosystem. all offer robust APIs to their data and services.

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Why Your Content Plan Must Include Interactive Content

Modern B2B Marketing

Author: Julie Wingerter From Demand Gen Report to Marketing Profs to Content Marketing Institute, leaders in the content marketing field are touting the benefits of incorporating interactive content—content that encourages prospects to engage and respond—into the modern marketing mix. Do our buyers want to see interactive content? OK, but does interactive content work? Period.

Press Release: SnapApp’s Spring 2016 Release Enables Interactive Content Marketing Campaigns in Four Easy Steps


Boston, MA – May 2, 2016 — SnapApp, provider of the leading SaaS platform used by B2B marketers to create, publish, manage, and measure interactive content , has delivered its Spring 2016 release.  Interactive content should be as easy to create as it is to imagine. Fast development of new campaigns enables marketers to stay ahead of the competition in reaching and influencing customers and prospects with interactive content that resonates with them. Choose a Theme -- Next, users choose from a library of unique design themes for their interactive content.

BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

This definition distinguishes CDPs from traditional marketing automation products, which do their own execution, and from real-time interaction managers, which lack persistent data stores. The profiles can be based on data imported from other systems via batch processes or APIs or captured by BlueConic itself. Data is exchanged with other sources and execution systems via REST APIs. Pure CDPs will become more attractive as integration becomes easier through more standard APIs and connectors, a promise that cloud-based systems often make but are just starting to deliver.

Seven keys for building a successful API


A website isn’t the only interface through which companies can interact with their customers and users. Thanks in some part to the success of companies that have used APIs to help build significant business value, a growing number of companies in both the B2C and B2B markets are building and launching their own APIs. Most APIs, of course, aren’t going to achieve Facebook-like success, and companies often make fundamental mistakes when developing an API strategy. So what are the keys to success when API-ifying your business? News & Note

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I've Discovered a New Class of System: the Customer Data Platform. Causata Is An Example.

Customer Experience Matrix

Similarly, there have long been specialized systems for real-time interaction management (such as Infor Interaction Advisor and Oracle Real Time Decisions ) and for predictive modeling ( SAS , IBM SPSS , KXEN ). Decision engines are called by external systems through a Web services API that can respond in under 50 milliseconds. Those are something new. And you’d be right.

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Design Thinking for User Centricity: An Interview With HG Data VP of Product Faith Chiang

HG Data

Right now, HG Data’s datasets are our core product, one that we are able to deliver to customers and partners as such.  HG Data has seen tremendous success with customers that have the analytic capabilities in place to discern and extract value from our market intelligence.  We also have a strong partner API and ecosystem for companies that benefit from having our data as part of a larger system that they use for a particular purpose. Product strategists have a lot to think about. Here’s what she had to say: You recently joined HG Data as Vice President of Product. What is your focus?

[x+1] Origin Digital Marketing Hub Offers Cross-Channel Decision Management

Customer Experience Matrix

In theory, any decision manager could access the APIs of those providers, but [x+1] is designed specifically to integrate their data and manage the associated charges. [x+1] can also help sell the client’s own data to external syndicators. - Web media buying: [x+1] can manage real-time bids and other Web advertising purchases. That original DMP is still the foundation of the [x+1] suite.

How bot-to-bot could soon replace APIs


Opentopic blog >> By now it’s clear that bots will cause a major paradigm shift in customer service, e-commerce, and, quite frankly, all aspects of software-to-human interaction. For the moment, the state of the art of bots is bot-to-consumer, meaning bots communicating with humans. But at some point soon, bots will start talking to other bots. Enter the bot-to-bot. Cognitive Technology Cmo cognitive technology

Integrating Online Video with Your Marketing Tech Stack

It's All About Revenue

” is achieved by integrating your OVP with marketing automation and interactivity to define the individual with whom you’re communicating. ” combines video with interactivity and personalization to enable you to send the right content to the right person at the right time. Step 2: “What should we talk about?” Step 3: “Can you hear me now?”

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suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

It involves not just listing interactions or displaying them in a diagram, but also analyzing their contents, results, and supporting systems. suitecx is to static customer journey diagrams as Google Maps is to the Rand McNally Road Atlas: an interactive alternative with almost boundless functionality. Customer journey mapping is now the buzziest of buzz words.

7 not-quite-predictions for marketing technology in 2016


Internet of Things (IoT) and interactive contnet were still just sparks. (B-). This is becoming easier with solid platform APIs and ISV ecosystems, plenty of great “middleware” options, a focus on good integration out-of-the-box from specialist martech providers, and more marketing technologist talent at brands to make these interconnections work. #7. ” (A).

Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers

Customer Experience Matrix

These are linked across channels to a customer identity that is usually known at the start of an interaction. The identity might be available because the customer is interacting with a mobile app for which she has registered, is responding to an email or text message that was already tied to her identity, has logged into an ecommerce Web site, or is known through a cookie that was previously linked to her identity. It can store several identifiers for the same customer, which is how it coordinates interactions in different channels. Sailthru is a good example. data store.

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Paid Media “Molecule” Shows How To Accurately Track Performance With Attribution [Infographic]


You’ll notice that, from the “Landing Page” element in the top right segment (purple), there are two paths back to “Attribution Data” -- one utilizes an API integration with Adwords and Bing Ads, and the other connects paid social campaigns through UTM parameters. API connections) allow data to pass seamlessly from one program to the other. click to view larger). Attribution Data.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

This lets BlueVenn support real time interactions in Web and call center channels. BlueVenn has 23 API integrations with delivery systems such as specific email providers and builds new integrations as clients need them. BlueVenn has only been active in the U.S. market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.*

Facebook Content Published Via Third-Party Tools Suffers 67% Fewer Likes [New Data]


Many social media marketers schedule content for Facebook through third-party APIs such as HootSuite or the HubSpot social media publisher. So the HubSpot social media lead generation team -- Rebecca Corliss , Kendal Peiguss , and myself -- decided to run a two-week test to compare content published through a third-party API versus content published manually on Facebook. Severely.

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Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)

Customer Experience Matrix

Plenty of other vendors have the potential to make the transition – in particular, products developed for real time interactions and Web personalization. I am saying the competition won’t come from today’s campaign management and marketing automation leaders.* When I spoke with Pointillist a few weeks ago, the list would be a file export, but API connections were close to being ready.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. Part of this had to do with the scope of the integration available (that is, which functions are accessible via the API). But I digress.

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AgilOne Combines Marketing Database, Analytics and Execution: Yep, That's a Customer Data Platform

Customer Experience Matrix

It also makes its data and predictions accessible to external systems such as call centers and Web sites via real time API calls, so those systems can use them to guide their own customer treatments. customer data integration marketing automation predictive modeling interaction management real time decision management customer data platform agilone Well, this is embarrassing.

[Infographic] The Periodic Table of Elements for B2B Marketing Attribution


It can track keywords, campaigns, content, display ads, events (and more) and follow a customer through their interactions with all of those marketing touches. The most common ways this is done is through API integrations, cookies, and UTM parameters, which collectively work together to gather tracking data and push that information into the CRM. click to view larger). Website. Email.

14 Data Visualization Tools to Tell Better Stories with Numbers

grow - Practical Marketing Solutions

Dygraphs creates chart that are interactive: you can mouse over to highlight individual values. Zing Chart is a JavaScript charting library and feature-rich API set that lets you build interactive Flash or HTML5 charts. Here is Today is a great example of an interactive timeline which continues to zoom out to give relative times all based on today. Shift-drag will pan.

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Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

Tealium now offers connectors to gather data in other ways including APIs, batch file transfers, and system development kits (SDKs) for mobile apps. It’s an important differentiator compared with other Customer Data Platforms, which often don’t support true real-time interactions. Users can connect with additional systems through Webhooks, SDKs, or APIs. Let’s step back a bit.

Social Interaction Designers are gunning for your website

grow - Practical Marketing Solutions

confluence of changes in social media has created new ways websites can be used to encourage and leverage social interactions to accomplish business goals. Social interaction designers (also known as SxD) are the ones who will help companies incorporate these social elements into their websites. Social interaction design is a sub-discipline of interaction design.


A Scorecard for B2B Marketing Operations [Download Evaluation]


Most of the pieces of martech above integrate with another piece in some way, whether that’s through a direct API connection or another form of data tracking. Advanced, multi-touch attribution solutions track all marketing touchpoints across the entire funnel and show those interactions inside the CRM. What are the true measures of success in a marketing operations role? MARTECH.

Right On Interactive Offers Lifecycle Reporting

Customer Experience Matrix

Summary: Right On Interactive has added great life stage reporting to the data integration and output generation features of its earlier 5Buckets product. When I reviewed Right On Interactive in a July 2009 post , the company was selling its 5Buckets marketing software as a multi-channel output generation tool that complemented conventional marketing automation systems.

Why A/B Tests Are Just Part of the Story

It's All About Revenue

One of those qualitative methods is interaction analysis tools. Previously known under the term mousetracking , these modern variations are nowadays able to capture user interactions from mobile devices. The analysis of interactions not only compensate for the weaknesses of A/B Tests, but also provide beneficial insights into user behavior. Do You Ask the Right Questions?

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Multi-Touch Attribution, A Full User Debrief


These touchpoints are often considered more influential than other interactions that didn’t result in a stage change. time decay model gives credit to more recent marketing interactions. These stage transitions would include: first touch (a user’s first-ever interaction). Multi-touch attribution tracking with martech API integrations. What is multi-touch attribution?

Facebook Content Published Via Third-Party Tools Suffers 234% Fewer Likes [New Data]


Many social media marketers schedule content for Facebook through third-party APIs such as HootSuite or the HubSpot social media publisher. So the HubSpot social media lead generation team -- Rebecca Corliss , Kendal Peiguss , and myself -- decided to run a two-week test to compare content published through a third-party API versus content published manually on Facebook. Severely.

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Marketers: Are You Ready for In-App SEO?


Forget link building, in the short run you need to figure out how to navigate a strange new world of app indexing APIs and app filters, an alien ecosystem where URLs are replaced by URIs and deferred deep linking actually means something. They decided the best solution was an App Indexing API (API is an abbreviation of Application Program Interface. Not There Yet. App Indexing.

Best Social Media Management Tools for Small Business Owners

grow - Practical Marketing Solutions

Pinterest is not yet integrated , but once the “taste graph” offers an API, that should change. Tweetdeck also makes it easy to post (or schedule) tweets containing text, photos or links, and monitor Twitter interactions and direct messages. By Kerry Gorgone, Contributing {grow} Columnist. Entrepreneurs are universally short on time and money. Hootsuite / Seesmic. Tweetdeck. Buffer.

10 New Year’s Resolutions to Improve Customer Experience


Use email address and website to records via a partner API. Examples: HTML – all webpages have a <head> and a <body> JSON – APIs use this format to transfer data quickly. APIs, APIs, APIs, APIs. It’s that time of year again! We’re all collectively over the hangover and ready for a fresh start. next year. They are very cool.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

They’ll have to keep their APIs simple enough that app developers can integrate with other marketing automation systems as well. They put an application layer on top of that, including marketing automation, interactions (real time personalization, search engine optimization, social marketing), and operations (marketing management). My main reaction was, what’s new? Fair enough.

3 Effective Ways to Incorporate Direct Mail Into Your Multi-Channel Campaigns

Modern B2B Marketing

Personalization increases the likelihood that buyers will interact with your content and respond with the desired call-to-action. The addition of this step to your nurture campaigns adjusts the customer’s perception of your overall interactions by making it more personal, and if you’ve been missing them through email, it’s an opportunity to reconnect. 3. Rethinking Direct Mail.

A Framework for Real Time Decision Management: How SAS RTDM Fits In

Customer Experience Matrix

real time interaction managers), which are used to select the best treatment during a Web visit, telephone call, or other interaction. Connections to touchpoints are typically through Web Services calls; connections to other sources are usually made through API calls and SQL queries. There are many possible reasons for the slow adoption. Maybe each of these plays a role.

Silverpop Announces Universal Behaviors to Provide Better Cross Channel Customer Experience

Customer Experience Matrix

Silverpop’s new features load customer behaviors from all sources into a central database, match identities to create a unified customer view, and make the resulting information available for real-time, automated interactions across all channels. Source systems then capture Behaviors and post them via an API to Silverpop. Program outputs such as messages and lists can be pushed in real time to external systems to manage interactions. The critical point in all this is that Silverpop will integrate other customer-facing systems instead of only executing interactions itself.

CommandIQ Gives Marketers Flexible Database and Messaging Options

Customer Experience Matrix

The system actually does have predictive modeling capabilities but the vendor has chosen not to expose them, having found most users lack interest.) It has some message delivery capabilities for email and mobile but relies primarily on integrations with third-party email vendors, pushes to mobile operating systems, API calls, and flat file exports. Selections define who will see the message.

35 Tech Terms Translated Into Plain English


APIs allow an application to extract information from a service and use that information in their own application, or sometimes for data analysis. It''s kind of like a phone for applications to have conversations -- an API literally "calls" one application and gets information to bring to you to use in your software. Learn more about how marketers can use APIs here. Alt Text.

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