 Hi everyone, thank you for joining me here. I hope I am well audible and you can see the slides clearly because Just let us know if there is any issue cool, so before starting the actual presentation, I'll quickly introduce myself. So my name is Gaurav Kapoor and Originally, I'm from India, but right now I live in Berlin. So I am actually a student I'm doing masters in IT management as well as I have a part-time job of a Drupal developer with this agency, VEC21 and Before moving to Berlin, I was a Drupal developer and I have been in the Drupal community for last Eight years. I have been a very active code contributor on Drupal.org. I am maintainer of various modules such as Antibot, Discus, RollwatchDog and many others. I've also been very active when it comes to participating in events This is my fourth Drupalcon I'm counting the one which was online as well and I keep on attending the local camps as well That's my username on Drupal.org and that's my website if you want to know more about me Okay, so before I actually start the presentation So why I'm talking about DXP because for good six to eight months my role was of a DXP consultant and I used to help our clients in implementing the solutions which would help them like using the business processes and getting the maximum returns out of their IT investment and So that's that's why I thought of having this talk around Drupal and DXP you must have already heard this phrase in various other presentation as well as Like it is kind of trending right now in the Drupal community And I also did like some research around it as well as worked as a consultant so I'm now going to present all my thoughts around it and Although it was originally a long presentation, but I'll try to like since we only have 20 minutes so I'll be quick and Maybe discuss a few things in the end post the session All right Okay, so before I get into the actual impacts of how Drupal and DXP would interact how DXP would change Drupal world Let's be on same page and see what our digital experience platform is So if you will Google this out, what is our DXP? You will mostly find all these four definitions and on the top you will see the one by Gartner So as again if you just read the definition it is bit complex But if you broke if you break it down into like Try to understand the actual meaning of the components then it becomes easier to understand What's the idea behind DXP so a digital experience platform is an integrated set of core technologies That support the composition management delivery and optimization of a contextualized digital experience so again like it can be confusing if you try to Consume it in one go, but if we break it down it says integrated set of core technologies and what these core technologies are So whatever an enterprise does let's say they have content and they're using CMS for that So CMS becomes one of the core technology. They might be doing marketing using one of the marketing automation tool so your the tool is another technologies and when we say DXP we have Integrated all of these in such a way so that maximum returns are being generated out of the system and That's what DXP is mostly about and it also says composition and management Which is once again picking the right set of core technologies, which will help you out in easing your Business process or building a much better application. So all those technologies should be like Manageable under the DXP and then it says delivery. So what's the like use of application if your users are not able to reach it so Ensuring that the the platform that you have developed is accessible to users also comes under it and then in the end It says contextualized digital experience so this is an important one and this is the main like the focus point which differentiates DXP from Like all the development we have been doing till now when we say contextualized so your platforms are much more personalized much more than like User-centric and try to understand your user. What kind of content do they want to access and Then the web like when I say platform it could be a website or it could be an app Then how it how it changes its behavior so that users feel that okay the application is listening to them So that's the pretty much the gist of DXP. It's not like we have not been doing Integrations or we have not been using multiple system. All those things have been happening, but major differentiation is The contextualized part and the focus is now on uplifting the actual digital experience of a user So if I take an example of Netflix so Netflix has a website and you can go there You can log in and you can start watching TV series But as soon as you have seen few of the TV shows the next time you will see the home page is slightly different You only see the content which their algorithm thinks you might be interested in so in a way They they took your data and then now they're using it to show you much more Relevant data when you access it again and similarly they have mobile app Which also functions in a similar way and if you have noticed if you enable email notification Then also the newsletter which you get has a content which is much more relevant to you like if we just look at like five ten years back all these Different systems weren't that well integrated You might be receiving a generic newsletter and the chances were you would not click on it because It is just a generic. It is what The marketing people at Netflix thought you might watch but now the newsletter has a content Based on your own data. So all this is happening And the main concept behind it you can say is the is the DXP and Why okay, so now coming to why again like having this talk because my main like aim is like Drupal community should also Think in this direction. We should like whenever designing our systems. We should Think about user experience and how it can be enhanced further because bar is already very high We all use Netflix. We all use services by Google and we are get kind of getting used to a Contextualized digital experience. So if your client or customer is Implementing something new it would be a good idea to design the system in such a way that user experience is being given a priority So that's the basic of DXP. Okay, so it's a it's a diagram Once again, if you Google it first image That's what pops up in a way if you see in the center once again focus is on again on seamless Digital experience, then we have various Business functions around it what else an enterprise might want to do and in the last outer circle You will see the various touch points that touch point is All the like places where your user interacts with the business So net so touch point of Netflix are a website app and the newsletters Cool, okay. So again very first like moment you start talking about DXP. That's the question This is always going to pop up this pops up whenever something new comes up Or be it a new technology or just a concept like this DXP So with DXP you have a good control of all touch points now You're not just not just like let's say we are all like in work on Drupal And we end up just focusing on the Drupal website and some other company might be developing an app for the same same business but if you think in a DXP way then And if you ensure proper integration, then you can control all the touch points In which a business interacts with it users, so I'll give a better example of controlling all touch points So I was working with a client and they are an insurance company based in Europe So they had a website which is mainly for showcasing the blogs and if user can go to that website and click on purchase insurance And once they have done that They can download the mobile app where they can pay the premiums and Manage their insurance policy. So to so right now just two touch points are integrated They have a website for marketing and for sales and then they have an app to manage the policies and They decided to have a smartwatch app which will count the number of steps a user takes in one day and then Based on that data the next time they will give you an appropriate discount in your insurance premium so just by integrating all this all the systems and It's a much more engaging platform now, which will eventually help the business in the longer run Okay, next is good connectivity between your IT marketing sales and customer care So again, different system each system doing what they are meant to do not well integrated then these problems can occur but If you integrate them in a right way, it is going to help the business. The next is aggregating all the data so Now since you have control of all the touch points you're collecting data from the web app as well as the mobile app and Then it can be used for personalization and various other purposes marketing automating marketing is much more easier in DXP and being future ready. Let's say in future, let's say we have a new device which everyone starts using and It can be like Maybe it's just like, you know, you're a smart speaker. You just Ask it something and then it shows you a data or maybe plays it on a speaker So with DXP, but when you design a system, which is already Developed by integrating various components. It is much more easier to integrate a new one compared to the monolithic designs which we used to have Okay So when I say DXP, you will mostly see all these components. There is always There's always a CMS and these are the like available choices in CMF you might have a web or a mobile application and There is mostly a customer data platform Okay, so it is important to understand since we already have a CMS where we are showcasing our content Why not use it for so what's the customer data here? So when I'm accessing a blog, that's I'm accessing a content. So that content is goes in your In Drupal system, but let's say I clicked on a particular link or I spend more time on a particular paragraph So all this is the user data or let's say if it's an e-commerce website and I added a product to a cart So this event is logged logged in a CDP So you should have a clear differentiation between what is content and what is data and For storing data, it is recommended to go with a dedicated system like CDP with segment being a popular one Because it would be too much of an overkill to do that in Drupal Okay, and since search is also like a very common functionality in most of the Systems we develop and you also might have a dedicated e-commerce system to manage the product information or any other like the Transaction data or something like that Okay, so where does Drupal fits in in this entire DXP ecosystem Good thing is that it is a very popular choice when selecting a CMS and especially when going with open DXP I'll talk about it in a while and Drupal integrates very easily with various popular marketing automation platform You will find for most of them you'll find a module already on Drupal.org So when you're designing or building your system, you don't have to spend a lot of effort in writing Integration you can rely on the modules which are already available if you are planning to go headless then Drupal as we all are aware has a quite good API system for quite some time now and It can play a good role there as well and since we are Trying to join a lot of system. There is going to be a lot of data flow So having a good migration framework is also a good advantage which Drupal has so you will have no trouble in Moving data to and even from Drupal Okay, so there are these are two very popular DXP suites that are available. One is by Acacia They have a Acacia CMS which is a modified Drupal plus it works well with site studio and They have a campaign studio for marketing They have a CDP as well as they have a cloud where you can host your application So you can pick it for your customer if they are Convinced with the with the Acacia's offering and then to build the DXP system You don't have to go any place else. You can simply launch various services already by Acacia and Then develop a system over it. Otherwise, other alternative is open DXP Where you can just go with the vanilla Drupal and use Motec for marketing automation and Apache you know me as a as your customer data Platform and this is especially useful like since we are in like EU zone and most of the Companies here prefer to own their data They don't want to keep their data on a third-party server or someplace else So open DXP is a good alternative in those cases Okay, now the Okay, almost there. Okay, so what changes for agencies and developer like overall what changes for us since we are either like part of agencies or business owner or Developers so agencies should start looking at the bigger picture most of the time I've seen we are we restrict ourselves to implementing the Drupal system, but if we think about how how can we solve a particular business is problem and and then because Almost all businesses want to have marketing as well as they want to collect user data Which can be useful for them in future. So agencies overall should can like Enhance their offerings and you must have already noticed most of the agencies are doing it Next thing is the architectural changes because like Now think about it like How user experience is going to be enhanced when some application is developed or let's say you start developing it today So at this moment only you have to think that how How like in future because as I told you we are already you getting used to a contextualized digital experience So even like it's when starting a new project That's when you should think about digital experience as well What changes for developer like be on top when it comes to integrating with third-party application not something new But then instead of trying to solve everything in Drupal, maybe leverage all the technology Which is already there So one good example is all of you must have seen views and most of the times we get a requirement that okay show all 10 latest nodes or maybe show nodes that are tagged with a particular term, but why not Why not collect user data and see what all nodes they access and then use it to maybe contextualize your view this that just one example might not be useful for all customers But you now you should be equipped with this like this is possible and it it is doable and it is a good thing to do because overall like we are in a sort of a DXP movement and Next developer should be on top when it comes to understanding the security and performance aspect With one system. It is easier to manage these but with the multiple ones There can be some like risk Like introduced just because of the integration So we have to take care of that and then extra focus on data privacy and possible violations This is I've noticed it is good in Europe But but in US or or even in location countries It is not at all a focus Because most of the time you must have noticed you sign up on a website and then you start getting emails from them So even if the customer requirement doesn't say that Like let's say they want to send newsletter without user permission, but as a developer you should be careful of these aspects So that's that's pretty much it it was a I want just wanted to keep this in the in the community that Now we have to think the DXP way might sound like a buzzword or might feel like not something new but a Little bit of difference and we are now We want to enhance the user X the experience a user has After using a Drupal website and we can leverage various other available technologies for that So thank you