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ACTIVE Energizes Event Participation and Revenue with APIs
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Software Design & Engineering Services
- System Integration
The Challenge
ACTIVE helps organizers transform and grow their businesses. The company hosts the world’s largest directory of sports and recreational activities, facilities, venues, and classes—and collects all participant and event data so thousands of organizers can manage data and payments seamlessly and effectively. “Our goal is to help transform and grow event organizations everywhere,” says Kristin Carroll, vice president of corporate and consumer marketing. “We had an API. We just didn’t have the knowledge or resources to implement it to its full potential from development to monetization,” explains Ms. Carroll. The company was looking for ways to broadly share customer activities that would fit with its cloud infrastructure. Further, it wanted to replace ETL systems with APIs, increase IT efficiency while keeping costs below average, and implement a secure API management solution that could scale with global growth.
About The Customer
ACTIVE Network is the premier global marketplace for activities and events, connecting participants and activity organizers, while offering actionable business intelligence through its industry-leading data solutions and insights platform. The company hosts the world’s largest directory of sports and recreational activities, facilities, venues, and classes. It collects all participant and event data so thousands of organizers can manage data and payments seamlessly and effectively. ACTIVE Network aims to help transform and grow event organizations everywhere by providing a comprehensive platform that supports various activities and events. The company is dedicated to enhancing the experience for both participants and organizers through its innovative solutions and extensive network.
The Solution
ACTIVE Network looked at its API program as an innovation and incubator opportunity but needed expert guidance to move forward. The company aligned with TIBCO and utilized TIBCO Mashery® to expand the functionality of its API and leverage connections with the developer community to drive usage and adoption. Through Mashery, ACTIVE built its open data ACTIVE Access Platform, providing multiple APIs to serve different needs. The company added hundreds of partners, ranging from vertically focused companies to larger organizations. Developer relations became an integral part of the API strategy, with a dedicated support team to communicate with the developer community and foster relationships. Mashery automated account and API key creation provided quicker and smoother onboarding, reducing the need for extensive account management. The Mashery-made developer portal allowed partners to easily learn about ACTIVE’s multiple APIs and how to monetize opportunities through the affiliate program, which awards a percentage of every transaction or activity sign-up.
Operational Impact
Quantitative Benefit
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