As we wait to hear about the future of the ExactTarget API, 3 Par handed out a card inviting everyone to come by their booth in the vendor hall to register to win a Nintendo Wii. Too bad ExactTarget employees aren't eligible to win. :)
I can see the presenters setting up at the front of the room, and they aren't messing around with the expertise that they're bringing to the table. Our chief architect, Michael Ciancio-Bunch (known to his friends as MCB) and our CTO, Scott McCorkle are on the stage.
ExactTarget API: Past, Present, and Future
Scott begins the discussion by talking about how the Carbon initiative will lead the application to consume our own web service API. This "eating our own dog food" will ensure that the API has the entire breadth of functionality of the application.
MCB launched into the history of the API:
Then Michael began talking about the features delivered or planned for 2009.
DISCLAIMER: all forward looking statements are subject to change. As MCB said, "we might have another John and Kate mess" and the distraction would push out development timelines.
Back to the list:
Michael introduced the ExactTarget Platform Integration Framework - a set of tools (much improved over what we've provided in the past) to allow developers to use the web service API to create powerful apps. Here are the tools:
On the roadmap is:
You can use this feature to create customer-facing web pages, but you can also use it to create pages that you see within the ExactTarget application. For example, you could create your own custom wizards or customized data presentation pages. You can build them as landing pages and integrate them into our application for your ExactTarget users to see when they're logged in to the application.
Not only that, but you can embed landing pages within your own application. Landing pages can support AJAX, so you can gather information within your own app and feed it in to ExactTarget.
On the landing page roadmap:
Michael made a bold statement that JavaScript will kill off AMPscript in the future (though he did suggest that we'd always support it). After that, the discussion became more about the future plans for JavaScript, such as an activity, (those things you can put in programs) for JavaScript.
I understand, but I'll be sad to see AMPscript go by the wayside. It's a really powerful scripting language.
Data Integration Tools
Roadmap items include:
These are some of the roadmap items:
MCB says we're rewriting the program engine, and the new incarnation will support delays, notifications, and other stuff that's been requested. A programs dashboard and templates, along with better error reporting and error recovery, will make working with programs easier.
The "file drop" functionality that I mentioned earlier is a kind of ad hoc program, plus activities will be created to invoke web services and HTTP based APIs, so the lines between API and programs are getting blurrier, creating a lot more power and flexibility.
Enterprise 2
Packaging and Provisioning
We'll be allowing you to bundle up all your custom landing pages, data extensions, folder, UI customizations, program templates, and other elements to drop them into another account. This will allow you to do cool things like pre-configure new business unit accounts. Eventually, this idea will support an app-store-type tool where people could browse your package and purchase it and install it.
Community
MCB acknowledged that developers have not been happy with how 3sixty has replaced the old Developer Community. He talked about our dedication to improve the experience. We have developers within ExactTarget to answer questions and post content. He asked that everyone submit their requests for what they'd like to see, because we do want to make it better.
Q&A
Again, documentation is getting the shout out in the question and answer. I guess people actually like to know the technical details. w00t!
I can see the presenters setting up at the front of the room, and they aren't messing around with the expertise that they're bringing to the table. Our chief architect, Michael Ciancio-Bunch (known to his friends as MCB) and our CTO, Scott McCorkle are on the stage.
ExactTarget API: Past, Present, and Future
Scott begins the discussion by talking about how the Carbon initiative will lead the application to consume our own web service API. This "eating our own dog food" will ensure that the API has the entire breadth of functionality of the application.
MCB launched into the history of the API:
- 2002 - XML API was introduced
- 2004 - Bulk asynch API was introduced
- 2007 - Object Oriented Web Service API
- 2008 - Asynchronous web service API
Then Michael began talking about the features delivered or planned for 2009.
DISCLAIMER: all forward looking statements are subject to change. As MCB said, "we might have another John and Kate mess" and the distraction would push out development timelines.
Back to the list:
- Support for compression (currently limited availability)
- Streaming (in the works) - begins processing the "conversation" (collection of calls) before all of the content is received.
- X.509 user authentication (in the works)
- API exposed via AMPscript (already delivered)
- Enterprise 2.0 user model - create roles, permissions, business units, etc. (scheduled for November release)
- Retrieve improvements
- Round out - things like template support and more capability to manipulate content areas
Michael introduced the ExactTarget Platform Integration Framework - a set of tools (much improved over what we've provided in the past) to allow developers to use the web service API to create powerful apps. Here are the tools:
- API
- Landing Pages
- AMPscript
- Data integration tools (Import, extracts, and more to come)
- Extensible UI
- Programs
- Enterprise
- Packaging and provisioning
- Community to support you
On the roadmap is:
- A proper REST API (to be delivered sometime in 2010)
- A file-based API, where you FTP a file that contains instructions and the ExactTarget begins processing those instructions as soon as we receive it (probably to be delivered in the spring)
- Authenticated asynch API results callback - the ability for us to call back to you if something goes wrong in a call. Currently, you have to query for status, or have a rudimentary notification. This will be much more sophisticated and slick. (to be delivered sometime in 2010)
You can use this feature to create customer-facing web pages, but you can also use it to create pages that you see within the ExactTarget application. For example, you could create your own custom wizards or customized data presentation pages. You can build them as landing pages and integrate them into our application for your ExactTarget users to see when they're logged in to the application.
Not only that, but you can embed landing pages within your own application. Landing pages can support AJAX, so you can gather information within your own app and feed it in to ExactTarget.
On the landing page roadmap:
- Smart Page templates for common use cases, CSS, and the ability to tap into server and client side events for added customization
- JavaScript as a server side language
- Highly available landing pages
Michael made a bold statement that JavaScript will kill off AMPscript in the future (though he did suggest that we'd always support it). After that, the discussion became more about the future plans for JavaScript, such as an activity, (those things you can put in programs) for JavaScript.
I understand, but I'll be sad to see AMPscript go by the wayside. It's a really powerful scripting language.
Data Integration Tools
Roadmap items include:
- Direct import from and extract to external systems, such as CRM, analytics, POS, etc.
- File transformations
- Sophisticated mapping functionality
- Data cleansing services
- Interfaces defined for custom integrations
- Richer metadata around data extensions
These are some of the roadmap items:
- The ability to define a custom home page. I think that this is already available to Enterprise 2.0 edition products.
- Buttons can be added to toolbars and tabs can be added to the navigation bar. I've seen this demoed myself, and it's pretty cool. Really allows you to customize the experience.
- Custom fields can be added to forms
- Experience Builder - this is a really cool one, too. We saw some wireframes for this earlier in the conference, and it's going to be really awesome.
MCB says we're rewriting the program engine, and the new incarnation will support delays, notifications, and other stuff that's been requested. A programs dashboard and templates, along with better error reporting and error recovery, will make working with programs easier.
The "file drop" functionality that I mentioned earlier is a kind of ad hoc program, plus activities will be created to invoke web services and HTTP based APIs, so the lines between API and programs are getting blurrier, creating a lot more power and flexibility.
Enterprise 2
- Granular permission model
- Run as functionality for the API - this lets you use the permission level of a user with your API calls, so that tools you build with the API will only show users what's appropriate for them.
- Ability to define custom permissions
- Access to objects in multiple business units via the API - For example, you could query the records in a data extension in one business unit and write them to a data extension in a different business unit.
Packaging and Provisioning
We'll be allowing you to bundle up all your custom landing pages, data extensions, folder, UI customizations, program templates, and other elements to drop them into another account. This will allow you to do cool things like pre-configure new business unit accounts. Eventually, this idea will support an app-store-type tool where people could browse your package and purchase it and install it.
Community
MCB acknowledged that developers have not been happy with how 3sixty has replaced the old Developer Community. He talked about our dedication to improve the experience. We have developers within ExactTarget to answer questions and post content. He asked that everyone submit their requests for what they'd like to see, because we do want to make it better.
Q&A
Again, documentation is getting the shout out in the question and answer. I guess people actually like to know the technical details. w00t!
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