 Moving beyond the CMS, I entered the digital experience platform, if you will, and I'm going to talk about an open-source approach. So maybe a little bit about myself. I'm Nick Vienhoff. I've been involved in the Drupal community for the last 13 years. So that means I started with Drupal as a student. I got forced into making a community site as a school project, and then we said, wow, this is really weird software. We hacked for for sure because 13 years ago nobody knew anything better. But then I really fell in love with the ecosystem, with the community. I went to Anquia as well, spent a lot of time contributing, well, a particular module and also contributing to the search API module. So lots of integrations with Drupal, trying to really go in that, in what Drupal is about. But also, and very important for you, very technical, I'm the CTO in DrupSolid, which means that mentoring 40-ish engineers at this point, but also I'm the leader of a product development team. Now, let's talk about the end goal of the website. From all the people in the room, all the 80 people, I suppose all of you are web developers-ish, or at least are in the process of creating websites where it's creative or analyst or development. Maybe just to get a quick questionnaire towards the room, what is according to some of you the end goal of the website? Getting paid. So I try to speak a bit louder because I can't hear you very well. Getting paid. Getting paid. Well, that's your end goal for the website. What's your client's end goal? Selling products. Our product is one thing. What's the end goal if the site is spilled for the government, for example? It's missing full. That's not a satisfaction. So probably publicizing and making sure people see the information. So there's a couple of things. In technical terms, they call it convergence. So indeed, with a commerce site, you can buy products. So you convert it as a user to buy something, which means it's a success. Ultimately, getting money also from customers or somehow converting people or citizens into seeing the information makes that successful. So why do we build websites? Not just people, but also the clients. Is it selling products? As we discussed, probably sometimes it is, but not all websites are e-commerce. The distribution of Drupal websites versus Drupal websites with e-commerce model. I don't know exactly the number, but there's many, many more without e-commerce parts than without. So we need to focus on maybe helping find the visitor to write a product or helping find the visitor find the right information. I don't know how many of you talk with the customer and say, which is the metric that after one year after the launch of our website, we will go back and then say the project was a success. Probably you don't. And does your customer even know when it's a success? Sometimes you say okay with analytics and you look at how many visitors, and it's okay going up and SEO-wise we're doing really well, but that's more or less where it stops for many. I'm sure some of you or people that are listening in go further and try to define metrics on how many products are bought or how many forms of missions that we get, the lead capturing, all that stuff. I'm not going to talk about that a lot more. But what has happened? Maybe some of you also saw the blog post of Drees that Acquia now got into the DHP quadrant and it's important to understand what these companies are. So Gartner is an analyst company, and what they do is they kind of go to all these big companies, big companies basically, and they try to do an analyst analysis of all the products that they have and then see okay, how do they compete. There used to be a CMS quadrant where you had also Acquia or Drupal, it was automatic with WordPress, there was also Adobe, Sitecore, AdServer, LiveFray, etc. But Gartner decided the CMS quadrant is no longer exists, it's right now with DHP quadrant. And then I'm sure you all have similar thoughts about okay, but what does this mean and who cares and what does this bus work again? Am I wrong? Probably not. But then ultimately you also want to figure out okay, what does this mean then and where are those companies going and how can I as maybe a site developer or as a company that's a bit smaller scale also take profit from that trend in maybe the mid-market or towards government or other excuses. So let's take a look at some of these competitors and take a look also at what they offer. So here we see Adobe and Adobe says okay, we have all multi-channel and then below we have the building blocks for the digital experience platform, all very fancy works. But what we see also there is that the pure CMS, it's just one little block of web content management. But we also see that there's personalized marketing, whatever it may mean, but this is how it presents all their products in a single block. Take a look at Cypher, you see very similar things. You see multi-channel at the top and then there's CMS components as management and contents, product information, maybe media, things that are also kind of... And then you have the Cypher AIEA with analytics, insights, decisions, automation. So this is where the kind of claim, okay, we can make different decisions based on visitors on the site, also known as personalization. There's also some marketing automation on the right that they have, so it will then connect it to this customer data. So it will still vary fate on what that actually means, but this is how it presents what the solutions, okay? So if you take a look at Acquia, Acquia has three pillars. They have this Drupal cloud, which you all know, I suppose it's Drupal, it's the open source software that we all have. But they put it on steroids on a cloud provider or they are the cloud provider and they give you a lot of the guarantees, but they also have this quick start. And there's the Content Cloud. This is some more of a CMS thing, but then the more interesting part is on the right, this is Marketing Cloud. So that's where they have the Matic software, which is a marketing automation open source software very comparable to HubSpot, for example, but also Lift. And Lift is interesting in this case because this is a proprietary software where all the data goes to to allow personalization. So we have open source, open source, proprietary. Take a look at LifeRay. LifeRay goes into this functionality requirements and personalization, social collaboration, etc. You can see this strength of personalization coming back and of trying to understand the intent of a customer and tuning how the site looks like according to what's happening on the site. Okay, maybe one more, an Edgey server does a very similar thing. They have this visitor intelligence and they segment their visitors and they claim behavior, business intelligence, all very nice marketing words for claiming, okay, we captured the data, we'll do something with that data in that customer data platform that you see as well. And then on the right, you can see that there is this content recommendations, content service, that's the CMS part, but still very dynamic CMS part. Also personalized search. It's interesting, but this whole diagram is how they deliver it. Now, if you take a look at DropSolid, which is a much more small-scale company, we try to go to the market in the same way, but then with only open source tools and open core ideology, so we have Drupal for the CMS and then we get marketing automation, we also follow logic in that sense. But then we have an interesting part which is the customer data management, which we use at Edgey you know me for. I'll get back to this in a bit. I'm trying to explain how you can also compete with those bigger behemoths in a way to create those actual practical digital experience platforms in how they claim they can deliver it. Let's take a step back. Driz on his block posted in January 2014 the following sentence. He said like, as the Drupal community, we need to stop taking a Drupal as a content management platform and start looking at it as a digital experience platform used to create ideal visitor experience. If you were like me, you said, yeah, this is marketing speak, but that's five years ago. I think Driz on his way ahead in understanding where the big enterprises were going towards, but ultimately also the smaller enterprises or the mid-sized enterprises are following. We didn't really have an idea on what this meant in practice and also to give you a personal insight I was working at the Acreology five years ago and I was building this product but I didn't fully understand why and I was also concerned about the privacy aspect and the whole movement towards privacy, GDPR those things that we know today are becoming more and more important. So I understood the technical requirements at that point so I didn't really understand why and what customers or websites really needed to use this one. But again, why should you care? Because you are the people in this room are the people that are listening in, you're the ones building those solutions. None of these companies that I mentioned except for Dropsolid are actually building websites. You are a site builder you sit together with the customer you decide what this web experience should look like and you sit together with the customer you define this is how we're going to make sure the website looks like, the design this is the roadmap these are the personas you're in control but you're also in control on deciding what technologies that you use. So let's take a step back again to Gagner and we asked them what is this digital experience platform and maybe some of you have seen the talk of Dominique yesterday and it's a very vague word and it's also quite hard on the internet to find out what it is not. So this digital experience platform is not a puppet of products you cannot just buy this thing it's not a website, it's not an app it's not a tool you cannot buy a digital experience platform it's not a one-way communication vehicle it's also not standalone it's not a D or marketing it's not monolithic but then what is it then how can I translate these analytic words or these words in trying to define what are the capabilities into technical solutions how can I do this with Drupal without buying very expensive licenses toward other software let's get technical a bit so in the beginning of the software evolution there's a very interesting article on Medium they say ok it all started with custom software in 1980, 1990 and it was very revolutionary you could write software and everyone started to write software and basic for example as a software language but that evolved a bit and then it moved towards commercial of the shelf software this course thing what does that mean for most of you you maybe remember Windows 95 it was a CD that you could buy and suddenly you had this amazing rating system and it was off the shelf and you didn't have to do anything about it this was like a whole new era where everything came on physical mediums alright they had to run Microsoft made a lot of money on this commercial of the shelf software and then another revolution started and it's software as a service there's a really interesting book about Salesforce Salesforce said software is dead but they basically meant this commercial of the shelf so software on CDs is dead they were the first really big company to bring software online only and they brought it as a service and then the last the last revolution which is the one that you're actually actively taking part of and this is why this camp exists this is why Drupal exists for the last 20 years it's a commercial open source software it means that there is a business model or that are businesses that have been created around open source and open core software like Drupal but also Amazon for example is built around open core they have some contradictory ways of doing business but for example Drupal is is being used as the core for their production product they have Docker for some of the Kubernetes orchestration so they use a lot of open source software and then ask people to pay for the hosting and the maintenance so this is the next really big phase so data shows there's an amazing website media that this open core model is the dominant business model used by the most successful commercial of the shelf software sorry, commercial open source software companies out there if you really are embedded in this open source software if you know that core if you bring out the basic of that software and get how core Drupal or anything people will come to you for support for just getting enterprise hosting all those kind of things they don't want to do them themselves but they do trust you because the open source software is trusted a very good example is also the red hat so they have the open core they have the free version but then they also have the version with support which is the support premium that you pay for when you start up new instances just take a look at that website and see if all the companies have created one of those companies it's just a little weird that the list product is proprietary but all the other examples that I have shown in my opinion they're doomed because they don't follow that same revolution they're still stuck in the SaaS world and software is a service but fully proprietary and with licenses here in the Drupal world I think we are way ahead and that's sometimes also the frustration that we have against some of these software service products but it's an opportunity okay so let's take that apart and see what that means for Drupal and what are we missing in Drupal to build such a digital experience platform for a customer and so you can also replace the sentence with what that means in the Drupal ecosystem to build such a website for a customer basically it's the same but it combines a lot of functionalities to show different contents or different experiences as you will to the visitors of that website so this is the management pillar it's like look okay we've got some profiles, groups, structured data all of this seems very positive for Drupal which it also is so these green items it's my opinion that Drupal does really well it's really well suited for creating groups and communities it has structured data I think it's most structured and embedded, CMS out there, roles and permissions it's like an A plus team site but keeping the customer profile it gets a little tricky we don't track all of the actions that a customer or visitor does and there's a profile e-commerce site we can track the purchases but it doesn't really go into that you could maybe do it with Drupal but it's not really well suited for same with voice and immersive elements you could probably do custom coding but it's still quite new and then also it's authentication authentication etc there's lots of modules out there but it requires some knowledge and maybe that's also like lines or like people go to Drupal ad experts to get this done still doable ok if we go to the next phase which is the platform there's a couple of things here that are also where what Drupal is very good at maybe you can detect them already by reading this but in my opinion it's the following so Drupal makes custom development very easy it allows integrations to be created and expose interactive data in the same sense that it's multi-channel handlers, a couple of hybrids you name it you can do it the biggest advantage of Drupal is the development community and this is like really something that Garner or also other analysts first look at it how easy is it to make custom code for a specific software the development community is huge here and also this pre-packaged component part which is the module ecosystem in Drupal that's an A plus the next thing is it's like ok we probably passed but it requires custom coding and deploying in public or private cloud quickly PHP isn't cloud's best friend so if you look at Amazon or Google or Azure if it quickly looks down upon you and saying well I prefer to know a couple of other softwares which can be really contained and create artifacts during Drupal hosting you have specialized companies that run Drupal in the cloud platform and say Shankwya, Dropsolid and etc it's possible to do this yourself but it requires a lot of effort ease of use for site visitors content editors, development analysts Drupal also gets some criticism there for having quite a complicated user interface I think we can do better but we still kind of fast it's probably fine but also creating alternate UIs we have the layout builder now in Drupal it's being used to create different kinds of UIs with breakpoints and whatnot but it's still not really stable enough for content market here to really figure out how to get there it doesn't mean that with these other products or these other companies I've shown it's any better and then I think that Drupal doesn't really do is like the AI parts the line generation, neural networks etc the line user is to make a few other sessions to use plus search API or less search is I think it's one of the most powerful features that Drupal has towards really building complicated workflows and sites but then if we can stop further making sure that we can personalize that search or boost results with AI adding recommended content further it's search and then the marketing automation to boost that gets a bit more tricky and that's not out of the box and then in the Ease these are even harder to do and capture anonymous and authentic traffic change the site for your content introduce personalization these are all at this point you require another software as a service tool to help you with this and it's not fully integrated with Drupal we cannot ask Drupal to be fully un-cacheable and then making sure that every request comes in that it's different so that that requires another tool perhaps another technology and I know in this morning there's another session I forgot by whom and talks about personalization like Netflix I don't know how he's solving the problem but he's solving basically the same problem like this how do you embed personalization in Drupal okay so what do we have translated we have a Drupal and massive ecosystem in community on Drupal.org there's intensive integration with solar elastic search using search API for the whole search problem that we're trying to solve there's an open source logic tool and software to do marketing automation very similar to HubSpot and so at least we can do email newsletters, making workflows trying to understand what the visitor does with this tool it doesn't mean that we can change the site according to that info and then there are many vendors for hosting the Drupal site on steroids and making it easy to deploy in the cloud there's a lot of technology for solar and elastic so that's it what are we missing we don't have this these three things we don't have a customer data platform where does the data all go putting it all in Google Analytics is not enough because it's hard to export it's hard to customize it's harder to own we don't have personalization and we also don't have consent management consent management means that it's somewhere on track who clicked on okay or who clicked on what do we allow then how do we translate that to art personalization Google Tag Manager is often used there but it doesn't mean that it stores the consent that the user gave it also doesn't mean that the visitor can see what is all stored and tracked before the visit so what if we go from this what are we missing to this by introducing a new open core a new open source software system that has the same freedom like Drupal that has the same freedom like Montek that doesn't require licenses and etc so this is what I'm going to show you now in another video hopefully the video plays well over zoom so far so good yeah so what we're seeing here is that we have to suffer and explain what it is afterwards it's capturing anonymous and authenticated traffic I selected just the title which was not a link or anything and we can see in Chrome that it captured that and now the interface in the Drupal which is just a connector towards this open source software shows you all these profiles and shows you that this person actually selected that text and so this is very basic tracking of authenticated and anonymous traffic what we can then do is based on this data we can create rules and the rules we see segments can be detected in real time and then Drupal suddenly knows ok, people that select this text need to show different content to them what you see here are all kind of properties that are available out of the box for example if people submit two forms it could be that they're very interested and then I want them to be in a segment of highly engaged visitor and show different content to them so that's one thing if we go even further if we want to change the site according to that intent so we now created that segment now we're in Drupal in Imami and the software is called Unomis it's a little confusing with those two words but there's a Drupal module where you can say ok this is the server similar to Solar you connect it to what it does right now maybe for a second is that it shows a drop down of those segments in paragraphs and you're able to select which paragraph you want to show to which segment so people that fill in two forms for example they get different content a different paragraph block than people that don't fill in two forms a bit more guidance people that fill in two forms are already quite engaged it's just one case so that's an integration that already exists and if we couple it and then go even further this is an example of the Dropsolids tool that analyzes this data which is the open data from the Apache Unomis case it's a machine learning model that tries to figure out what are the four main groups that exist in my side traffic you can also say that there's eight this is the magic of machine learning you just give it all the data you say this is the algorithm and try to figure out what are the most esteemed groups in the case of Dropsolids that are people interested in applying for a job there are people interested in what are your customers and what kind of solutions do you do and then there are people interested in technical decisions work that now to these segments so what happens is that we want to auto detect the intention of people visiting the site without creating rules of people that click on this link and then on that link how does that translate to the site changes based on the applicants based on people that are interested in business decisions based on people that are in two forms you now have personalization based on mathematical calculations of chance that people are in a certain pocket and it gets a lot easier to start personalizing and to start detecting it alright so how does that then translate into numbers that there's also dashboards that can say give me all the applicants give me all the business decision makers etc you can also think of these segments as personas remember in the beginning you're in control of the customer you're in control of what this website needs to do you basically define and also who is this website form so this is very similar these are the personas that this website is for I'm going to change the website for these personas what you can then see and this is a dashboard that we've built just for the drop solid sites like how many profiles are in this segment how many forms of myths etc so then you can start to do analytics but also a test ok so let's move on a bit like how do we do this how can you do this there's a software from the factory foundation called you know me pronounces you know me and it's used to capture data it's a java server that is linked to elastic search and it captures all the data management it has the rules engine it can do a real time segment there's no license fee it really follows the whole open core principle the open source principle it's not any different than for example factory solar and I see tremendous potential here for Drupal to do really in-depth integration with Drupal to comply with those new requirements on personalization on tracking on privacy management etc so to put the theory to practice we created this module the you know me module a couple weeks ago we were testing it internally already but this module is not tied to any company at all so you can set up this you know me software and set up this module and it will work it doesn't have an interface at this point but I'm asking for maybe some help to get that interface what also exists is that there is a client library it's a you know me SDK it's an PHP library so you can also use it for example symphony a bunch of others there's even a you know me SDK node module we use it in the platform where you saw to build those rules or to make those rules it's all built using Angular that uses this library so we're creating as much as possible as open source so that you can also start to create such solutions for your customers without getting into SaaS software with expensive licenses with a major part of this where you will have a lock in if you start to use optimally or a couple of other solutions out there you're locked in many of the vendors have great software as a service but they own your data you don't know where it stores you have no idea what to do with it and the sentiment in the world is that there's more and more protectiveness on that data why shouldn't you be able to control who hosts that data you can say with this you know me software I'm hosting my own elastic search because I don't trust you and I want to use and control that data myself so this is some suggestion that I have for you you believe in Drupal or you may or may not believe in logic but it's open core you believe in genetics and docker all these other technologies why would you settle for less when it comes to data somehow we're not thinking about that too much but we say okay I want to host everything myself or I want to have everything and control myself but data well know we push it to Google analytics we push it to organization SaaS software like AcreoViv or like optimistically there's also segment IO I don't think you should accept that that's the only thing that exists I think we as a community should also embrace what's out there in terms of open source and open core software and follow that principle as much as we can I also believe you it's the next phase of the business model of that and that it's not worth it to invest in anything else so in my idea or my future of the web it means that this is the bigger picture and we have multi-channel we have Drupal as API first with React or Angular or Gatsby could also still be Drupal with HTML rendering using connected logic for marketing automation that is also connected to as you know me for your data platform and customer data platform content management personalization those three components are really really powerful to fill in most of the needs of modern or future web development needs but obviously that's just my opinion I'm happy to answer any questions about this and also hoping that we're able to hear most of what I said thank you for this any questions anyone? no questions we got any questions on zoom can you say no no can you hear me? yeah just be loud enough how does it work with search engine for example if google search board comes to a page with personalized content so how do you recognize him and what do you give him that's a very good question googlebot will come to your website and you will see the non-opinionated version of the site so you always have default state and google will see the default state I think this is one of the next challenges that also google will have is to find or maybe create a standard on how to figure out what kind of variations all exist and I'm not sure if that challenge will be easy some of the content that you will only show to certain groups after detecting okay they are interested in business will not show up in google what was your question about yeah sir you about know me what is if you compare know me with any other SaaS personal engine platform what are the key gaps do I know the know me being open source with every new project so what are the key gaps and key challenges that you have seen while implementing it for a production customer whatever I don't know if the question was finished sorry yeah questions okay yeah so that the key gaps right now with Apache know me is that it doesn't have a user interface you could say well that's strange but if you think of Apache solar Apache solar also doesn't have interface to integrate with Drupal Drupal over time so I do think this key gap can be filled in but it's not the responsibility of the contributors of the Apache you know me team to fill in this gap I think it's our responsibility to fill in that gap and to really say this is our opinion on how personalization on the web needs to work these are how we create our dashboards somehow and then the question is does it need to live in Drupal or is it another tool next to Drupal that integrates with that API of Apache those are all questions that still need to be answered over the course of the next couple of years any other questions you got a question I don't know a question yeah okay hello Rodin I just want to let you know that we're going to switch around the closing keynote and the lunch so the lunch is set for 12.50 and the closing keynote is set for two o'clock so Drupal Drupal London team will be doing the closing keynote and it will keep it nice and short so what we like to do is if you guys can come back here at 12.50 we'll keep the keynote and after that you can go for lunch and then everyone can go home a little bit early how's that sound all good thank you very much Nick you're very welcome have fun and stay safe cheers