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. This can be achieved not only through quality support and collaborative development, but also in the general way in which your API is built.

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An introduction to ecommerce APIs for non-developers


The following is a guest article by Mike Sedzielewski , co-founder and CMO of Voucherify , a coupon and referral infastructure through API. In the last year: Over $500M was invested in API companies , not including a few massive acquisitions and Twilio’s IPO. Why APIs?

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Trending Sources

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.

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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. Before I get into the details of how you can use the new Offline Conversions API with Marketo, let’s start with some basics.

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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. all offer robust APIs to their data and services. The image above is from a MuleSoft presentation, Application Networks: Microservices at Netflix.

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53 Questions to Help You Choose the Right Interactive Content Creation Platform

Modern Marketing

You may not know much about interactive content , but i t’s changing the way marketers are engaging with prospects across industries and channels. You may already have some great ideas for weaving interactive content into your marketing campaigns and are ready to get started.

Knowledge management in the age of social media


The social interaction aspect removes all boundaries and makes it interactive. Content becomes a key part of social interaction and it can shift the meaning as the discussion progresses, where every reply has robust value.

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. FOR IMMEDIATE RELEASE.

The 24 Best Visual Content Creation Tools


Here are two dozen tools that enable marketers to create a range of effective visual content assets, from memes and quote images to animated GIFs, maps, charts, vector drawings, and interactive graphics. Diagrams can be interactive and can include shapes, text, and connectors.

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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.

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 ). Model scores and other data are updated in real time during an interaction.

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

HG Data

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. So how do we weave a story together with all those distinct individuals interacting in the same environment? Product strategists have a lot to think about.

Beyond the buzzwords


An ecosystem perspective extends how to engage with customers; it places the customer in a broader context of interaction–of the various types of “blurring” that a combination of technology evolution, business model innovation, and behavioral expectations create.

[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] integrated marketing management interaction management campaign management [x+1] real time decision management

How bot-to-bot could soon replace APIs


Opentopic blog >> venturebeat.com 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

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. The grids are automatically generated from the interaction list developed in diagosticcx or imported via spreadsheet.

7 not-quite-predictions for marketing technology in 2016


Internet of Things (IoT) and interactive contnet were still just sparks. (B-). My bonus not-quite-prediction — and take this with a grain of salt, because I’m biased on this one — is that interactive content will be a hot category in 2016 too.

Integrating Online Video with Your Marketing Tech Stack

Modern Marketing

” 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.

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.

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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.

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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. 1) Facebook Is Hurting Likes for Content Published From Third-Party APIs. Do you use third-party APIs to publish your content?

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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. Well, this is embarrassing.

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. When I spoke with Pointillist a few weeks ago, the list would be a file export, but API connections were close to being ready.

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.

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.

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. They can also load data to the system API.

Why B2B Marketers Need To Track & Measure Multiple Touchpoint Dimensions


The status quo of legacy attribution is to track digital marketing interactions through hidden fields that pass data to Salesforce campaigns. If you were to try to track this interaction through Salesforce campaigns, a ton of important information would be missing.

3 thoughts on Marketo’s domain outage this week


Their software collects leads, which then get passed into Marketo using APIs behind the scenes. Actually, the same thing was true for many of our customers at ion interactive (disclaimer: I am the co-founder and CTO), who integrate our interactive content software with Marketo.

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. 1) Facebook Is Hurting Likes for Content Published From Third-Party APIs. Furthermore, content published through third-party API tools suffered 2.5X

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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. A time decay model gives credit to more recent marketing interactions. These stage transitions would include: first touch (a user’s first-ever interaction).

[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.

Why A/B Tests Are Just Part of the Story

Modern Marketing

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.

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The 5 Best Messaging Apps for Marketing in 2017


They kept innovating and evolved into apps for almost every digital interaction possible. And by interacting with WhatsApp users like a normal user would, marketers can execute hyper-targeted and personalized campaigns. Remember only being able to send 1,000 texts each month?

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.

Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns

Customer Experience Matrix

In the meantime, Zaius can capture data from Web sites and email through Javascript tags, from mobile apps through a System Development Kit, and from pretty much anything through APIs and batch uploads. Zaius assigns events to sessions after they are linked to unified identities, so one session can include interactions across several channels. In addition, a real-time API lets external systems query Zaius directly to find individual customer profiles.

12 Free Social Media and Brand Monitoring Tools We Love (and Why)


SumAll connects to a variety of different social accounts -- including Twitter, Facebook, Instagram, and LinkedIn -- to provide you with insights about your followers, interactions, and engagements. Mentionmapp connects to your Twitter API and see what’s going on in your Twitter network.

4 Ways to Bridge the Gap Between Online and Offline Marketing

Modern B2B Marketing

Author: Vyoma Kapur With the growing number of connected devices today, consumers interact with brands in several ways. There are several technologies that have API or other types of integrations to enable smoother and more cohesive customer experiences across channels.

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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. APIs are available to connect each layer to third party applications.

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.

Cisco shares their marketing stack with 39 marketing technologies


One can also infer from the inclusion of products like Cassandra, Hadoop, and Tableau — probably to enable a data science team in marketing — that they’re savvy about leveraging APIs to pass data between these systems on their own terms.