next best action: personalization with apigee
TRANSCRIPT
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Next-Best-Action Personalization with ApigeeAlan Ho, Apigee
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Predicting next-best-action with real-time context
Retail next-best-action scenarios
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consider & evaluate
shop & book return instore 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”*
Hospitality next-best-action scenarios
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consider & evaluate
shop & book go returnpre-
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”*
©2015 Apigee. All Rights Reserved.
Existing approaches
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Marketer-focused Personalization
products
©2015 Apigee. All Rights Reserved.
Existing Approaches
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Marketer-focused personalization
productsDIY from open source
©2015 Apigee. All Rights Reserved.
What’s Wrong
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Marketer-focused Personalization
productsDIY from open source
Limited Use Case
Poor Results
©2015 Apigee. All Rights Reserved.
What’s wrong
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Marketer-focused personalization
productsDIY from open source
Limited use case
Poor resultsPlumbing takes forever
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API-first hyper-personalization stack
Node.jsControlle
r
Node.jsControlle
r
Node.jsControlle
r
/scores
/Activities
(Push) /notifications
/profile
/segments
Event-Based Models
ScoreCombiners
Customer Journey
GRASP
Segmenation
Real-Time System BigData System
Fully programmable
Combines real time + batch
Multi-tenant & self-service
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API-first personalization stack
Node.jsControlle
r
Node.jsControlle
r
Node.jsControlle
r
/scores
/Activities
(Push) /notifications
/profile
/segments
Event-Based Models
ScoreCombiners
Customer Journey
GRASP
Segmenation
Real-time system (Edge) Big data system (Insights)
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API-first hyper-personalization stack
Node.jsControlle
r
Node.jsControlle
r
Node.jsControlle
r
/scores
/Activities
(Push) /notifications
/profile
/segments
Event-Based Models
ScoreCombiners
Customer Journey
GRASP
Segmenation
Real-Time System BigData System
Demo
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Real-time notifications architecture
Insights(GRASP)
Custom Rules (Optional)
API BaaS(Like)
Direct Mail
Web
Mobile
Outreach
ScoresWeb Analytics CRM
(Context Aggregation)
(MashupAggregation)
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4
5
1
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Aggregation
API
WishlistData 2
Push7
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Real-scoring architecture
Insights(GRASP) Realtime
ScoringAPI BaaS
(Reco)
Direct Mail
Web
Mobile
Outreach
ScoresWeb Analytics & Sales Transactions
(Context Aggregation)
(MashupAggregation)
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4
5
1
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Aggregation
API (
Swag
ger)
WishlistData 2
©2015 Apigee. All Rights Reserved.
Takeaways1. 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
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©2015 Apigee. All Rights Reserved.
Try it out for free
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Questions
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