 Wel i ddim yn ffraeg i gyd, ddim yn ffraeg i'ch mynd i'ch cyfwyr. Mae'r ffraeg i gyd yn ffraeg i ddim yn ffraeg i ddim yn ffraeg. Yn gweithio, mae digitalon yw eu marwyr a drwbod wedi gweld i'n bwysig i'r ffraeg. Yn y cyfwyr, dyma'r ffraeg i'ch gyd yn ffraeg. Mae'n ddod amser i'ch gyd yn ddiddordeb yn ddigwydd a'i wneud i'r bwysig? y dyfodol y cwestiynau i'r cerdd, ac mae'r bwysig i'r cerdd yn gweithio. Mae'r cerdd yn gweithio'r cerdd. Llywydd, mae'n gweithio, ac rwy'n credu bod y cerdd yn ymddangos a ddechrau, ond mae'n gweithio'r cerdd, oed ar y campain brexit. I would like to state that I'm not here to discuss Brexit and whether it's good or not. I will refrain from any discussion around Brexit in itself, whether it's good or not. I'm here on my personal behalf as I am a bold member of the Drupal Association, and so I'm not representing the Drupal Association, but representing myself. Michel van Velde, I am the co-founder of Wanshu, a digital agency based in Utrecht, a creative and digital agency, I'm a brand strategist and a creative concepter, and also co-founder of the Dutch Drupal community. All right, so let's have a look at the learnings from the Brexit campaign. As I said, it's daily item in the news, and the question is how do we get into it, what happened and what kind of actions were taken during the campaign. I would give you insights in how the LEAF campaign won the referendum and what Drupal can learn from it. So how did the Brits become so divided between the LEAF and the Remain camp? The question is who's going to be the winner, and yes, I'm going to give a personal opinion here. There is no winner to my belief because Britain is divided, and when you are divided to my opinion, there will remain divided for a long time, and then there's no winner, and I feel very sorry for both camps, actually. So how did the LEAF campaign win? What can we learn from it when we do Drupal projects? You probably think, how can you combine that? I can show you in a minute that we can learn from this. The Brexit referendum was partly won by the use of innovative and groundbreaking digital campaign techniques. I'm not saying I condoned the way they used it. I wish they'd done it in a way so the world can get rid of plastic or anything, but they did it in a way that we can learn a lot of lessons from it. Whether we like it or not, the Brexit referendum provides insights in the future of digital marketing, and I'm here so everybody's aware that there are digital marketing techniques being thrown at you so you can be aware of what's happening with you and your personal profiles. So I'm going to provide some insights in the future of marketing, digital campaigns and content marketing, and how did that win? Well, it all started by the LEAF campaign hiring this fellow, Dominic Cummings. Who knows this guy? Who's been reading about this guy? All right, it's okay. So that's a good bit. That's quite a few people who have never heard of this guy. Dominic McKenzie Cummings, born November 25, 1971. He's a British political strategist who's known as an avid advocate of Brexit in 2015 and 16. He let the vote leave campaign which fought for a British departure from the EU and he played an active role in the 2016 referendum. Since July 2019, he's a special adviser to Prime Minister Boris Johnson. So when Johnson is around, you see this guy walking around there many, many times. All right, so when you start a campaign or a project, a Drupal project, you have to find out who is your target audience. You have to decide who your target audience is so you can create content that's compelling to that target audience, whether it's for a campaign or a Drupal website. So the LEAF campaign, they decided not to aim their arrows at the Brexit leave voters. Why? They were already on board anyway. They also decided not to focus on the remain camp and try to convert them. The focus would be on the indecisive voters. Dominic Cummings decided to use online as the most important channel for persuading the indecisive voters. He had only a couple of months to do so, so he was in a bit of a race to find out who the indecisive voters were. The lesson we can learn from this is that each Drupal website when you started or each campaign when you started, you have to start by identifying your target audience. So who is the persona? If you want to be truly successful, do not approach a project like a one-trick pony, use a standard template or a distribution that can be taken out of the closet. Because every single user is different, every persona is different, so you cannot approach it from a standardized way. That's why UX has become so big in our landscape user experience. This is a persona template we're using at our company. Look at, for example, a developer. We are here at Drupalcon. I've taken the persona developer. Who are they? How would you describe them? What's their story? What are their needs? How do we meet and exceed those needs? What do we want them to think? What do we want them to say about us? And how do we want them to feel? So if you decide to make a persona list, don't forget there's always the press. It was also part of a really important persona. So you have the CMO, the CTO, the CFO, you've got your developers. There's a whole range of personas you can identify. This is a standardized version of if you want to create a persona list. So it's really important. So LEAF decided to focus on the indecisive photos as they could bring them the majority photos. They knew that the only LEAF photos that was too small of a group, and they wanted to have the majority photos, more on this later. But what kept them awake at night was the question, why were they not deciding yet? What were the emotional triggers and what was needed to persuade them to vote for LEAF? So you have a majority group in the UK. You have no idea why they are indecisive, and you have no idea how to convert them into voting for LEAF. That was the big question. This is where Dominic Cummings became smart. I don't say it's good, but I say it's smart. Just to be aware and stop any discussions later on. So Dominic Cummings, he went to investigate himself and entered into a dialogue. He literally went into the pub and asked a simple question, why don't you like the EU? Simple question. Just in the pub having a beer, having a laugh and asking questions, why didn't you like the EU? He learned a valuable lesson there. There was not one important reason why some people had an aversion to the EU. People felt angry. People felt embarrassed. People did not see a better future in general. They did not like the legacy of the EU. People were online but were feeling very lonely. They did not trust the data presented by the EU, the EU Institute, and they also felt that the expansion of the EU was going too fast and the EU was becoming too large. So there's a whole pletoria on reasons why people did not like the EU or even didn't feel right. People were out of a job, people were feeling misery, but they're online and feeling lonely. So he learned that he had to take an overarching message. This in contrast with the right-wing nationalists and the media who wanted immigration as the main theme. The whole discussion started, it was all about immigration. We have to stop immigration, but that was the right-wing nationalist. That was a small audience alone. That was not the majority vote. So the team decided to choose an all-transcending theme that appealed to both leave and appeal also to the frustration of the indecisive voters. That was the theme was take back control. That was an overarching theme. It was really touching the people right in their hearts because people did not feel in control. So they decided to touch them in their hearts and say, let's take back control. That was an overarching message which even surpassed the feelings of the EU. That's why they had an umbrella theme, as they call it. So if you want to reach your audience, choose an ideal. That's an overarching message. And then stick to it. There's one overarching message. I see so many campaigns happening where there's a pletoria of messages. All you need is one overarching message. Really important. Then stick to it. So the second question Dominic and his team were facing that they did not know who the indecisive voter was. So who were they? And they knew their frustrations and they knew they had to identify them to win the majority vote. They needed insights and at that time they were approached by Cambridge Analytica via Robert Mercer. He was a billionaire who earned his money as a data scientist and a hedge fund investor. Cambridge Analytica was a private British American data company that bundled data mining, data analysis and direct marketing with strategic communication purely for election campaigns. They did this around the globe and they've been testing it. It started in 2013 as a subsidiary of the SEO group and billionaire Robert Mercer, he was a hedge fund manager, owns part of the company with his family after an investment of millions. He had a goal behind it but that's something I don't go into in this presentation. Just start googling on Robert Mercer and you'll find it really interesting stuff. You can deep dive into it. The company had offices in London, New York and Washington. In 2015 they started working on the campaign for Ted Cruz and Ted Cruz only had about 4% votes against Hillary Clinton. So they started working for him and they bumped it up to 44% using the same techniques as they used later on in the UK campaign. The problem was that the algorithms they were using, they were not good enough and they wanted to improve their algorithms and they needed a large audience. Well, and here they came. The British came into the vote and Robert Mercer thought and Cambridge Analytica thought, hey, there's a whole large population there, maybe we can help them. So Cambridge Analytica approached Dominic Cummings basically to work on the algorithms and they did. So they offered their services to the leave campaign. We all know what happened and after that they worked on the Trump campaign. We all know what happened then. All right, so they went for big data and building profiles. This included integration of data from social media, online advertising, websites, apps, direct meals, polls, online fundraising and some other things, new things they tried such as a new way of conduct pollings and adopt experts in physics and machine learning. So they had a whole team and this is all undisclosed to the rest of the the vote leave teams that were working in a separate room, basically setting up their whole campaign. They applied data science in such a way that it was far above the standard analytic skills as applied in normal political campaigns and the Brexit campaign combined this data to get a detailed picture of what was going on. So if you build a website, think about starting with segmentation. We already talked about personas, but you want to start with segmentation and so you can provide the right content to the right personas and building profiles within those segments, P.S., only for a good purpose. This is what I would like to share with you. So let's have a look at a webshop segmentation example. So you've got your active customers who have ordered something in the last 13 weeks. You've got your active customers who have not ordered anything in the last 13 weeks. You've got your active customers with a webshop account who have logged in in the last 12 months or active customers with a webshop account and active customers without a webshop account who are familiar with the brand or webshop. So if you want to grow your revenue, who are you going to focus on? Well, the fastest ROE can be achieved by campaigning and targeting segment 125 if you're in it for the short run, but if you want to grow markets here in the long run and maintain your company, you should be focusing on group 6 to 8, which are active customers without a webshop account who are not familiar with the brand or webshop inactive customers who have not previously purchased anything online but who are familiar with the brand or webshop or inactive customers who have not previously purchased anything online are not familiar with the brand or webshop. This is how you grow your audience. This is segmenting your audience and if you do so, you can campaign them and grow your audience as a whole. A standard persona approach leads on average to twice as many leads as you conduct a campaign without personas. So if you start campaigning with personas, you do twice the amount of leads. Let's have a look. We have the undecided folder. We know who they are, we know they're frustrated, we don't know who they are, but we know they're frustrated and we have to build up profiles. This is where it gets dodgy. This is a personal opinion. In order to persuade the undecided folder, the leave campaign had to find out their personal needs and frustrations for this. They needed to gain insights at the personal level of fears and frustrations in order to micro-target all those people. That's what they wanted to do. They did this using advanced software algorithms and serving attractive online ads in which questions were asked. They had to build profiles quickly. In a matter of weeks or months, they had a really short time to index basically the rich population. So they set up a campaign in which you could win 50 million pounds. That's a lot of money. It's really tempting to click on it. I want to win. Then you have to answer a couple of questions. By participating, Cambridge Analytica collected your IP address, let cookies, pixels and connected this with social media profiles and stored all your data in a personal database. A personal database for every person in the UK. That's what they were doing. So detailed profiles were created by linking the answers to IP addresses and everything and then they were targeting them. One billion advertisements were generated and distributed during the campaign. Please note that the messages contained lies and I do not condone this. This is for discussion purposes. I do not condone this. So they started off building a profile by winning campaign and after that they knew who you are and what your frustrations were and then they started targeting you personally. These are two campaign examples. Some people were not happy with the spendings on the NHS and the other ones about the fact that Turkey was joining. Both were lies. Everybody knows it and it's been impressed. These were lies. This is how they played upon deafness and frustration. What we can learn from this, this is a bad version but there are good versions as well available on the market and everything. Micro targeting is successful. Personalisation, it's a hot topic. Right here at Drupal Con we are talking about personalisation within Drupal. Personalisation is a hot topic with market tears. Micro targeting is successful. The question is how can we organise a website in such a way that we can present personalised content. We can serve people in a better way. How can we reach our target group as personally as possible and the question is what does Drupal have to offer in terms of personalisation and recommendation? The conclusion is not enough. We do not have enough means within Drupal to offer personalisation and recommendation. It is something as a community we can work on. It is something we can learn from. The interesting bit is that digital alone by reaching customers is not enough. The models that were refined by the leave campaign were also used to produce dozens of different versions of the referendum brochure. 46 million folders in the last ten weeks Brexit tears had more than 12,000 people at work doing this every week and they had more volunteers than this but the 12,000 were regularly active and the volunteers delivered over 70 million leaflets out of a total of 125 that were delivered in one way or another talking about the impact on the environment. This is a major impact on the environment alone. The lesson we can learn from this is that you cannot make a difference by setting up just an online campaign. When I talk to clients, we regularly have discussions on should it be only mobile, only digital, no if you want to reach your audience, you have to combine print and digital. You need boots on the ground, an integrated personalised campaign will eventually lead you to success. This picture of Boris Johnson handing out those brochures of the leave campaign in front of a bus with a misleading message on it. Okay, so when we look at the future and when we look at the future of marketing in the past creative agencies came up with a creative campaign, never broadcasting on television, everything. The role is changing, the role is changing into digital and the way marketing is changing, it is changing into a data science era. So when you think of it, a lesson we can learn is that marketing communication is all about persuasion, that's always been fact, but it's also not going to be led by creativity, it's going to be led by data, not by creativity or gut feeling alone. So if you want to be successful, even as an agency I tell everybody, please start hiring data scientists, not marketeers. All right, marketeers, this is lessons for Drupal, I came up, this is my personal lessons. Marketeers want to reach an audience with a personal message and the Drupal community needs to focus on the needs of the user, which is nowadays a lot of the marketeer. Personalisation is key, but something Drupal is not offering yet. There is a personalisation model, but it's not up to par. There are some companies offering it yet and I think an open source version of that should be available. Content recommendation should be the ambition and data driven content management should be the future. I was delighted to see Dries talking about data in his keynote as well. I think we're right on track on that with a shared ambition. That is the learnings we have for Drupal. You probably think, how do I got all this information? Well, there's two really cool films to be watched. One is on Netflix, it's called The Great Hack. I suggest if you can find it, watch the movie, it's called Brexit, The Uncivil Wall, which will tell you the story about Dominic Cummings and how he set up a campaign. Afterwards, watch The Great Hack. You will have about three to four hours of really interesting movies to watch and you'll be thrilled and excited. You have stomach pain afterwards, Dominic Cummings, he's been really open, he even open sourced part of the software he used for the campaign. It's on GitHub. You can find it via Dominic Cummings blog. It's really interesting. The guy is very, very smart. That makes him also, I think, personal opinion quite dangerous. But if you read his blog, you'll be diving into his world and his knowledge. It's a discovery sometimes, but very interesting. So, watch it and I hope you've had some learning from it as a Drupal community. Personalisation is the future and data-driven content management should be ambition. Thank you very much. Don't forget Contribution Day tomorrow. Yay! If you have anything to say about my presentation, you can go on the website or via the app, you can take a survey and share your ideas and feelings. Thank you very much. Any questions? All right. That was fascinating. Thank you. I really enjoyed it. I agree with everything you said. Literally everything you said. It's a world dialogue story as well. My question is more broader, especially in terms of the Drupal for personalisation. I think we're behind on that and we need to get up to speed with that. The rule, the question for me, is should this not be illegal? Is every election rigged from now on? It is illegal. We have ruled that most of the campaign is illegal. Yeah. Well, when you watch Brexit, the great hack, you'll be seeing that Cambridge Analytica used it in many other countries in ways. I think we should not follow this path. This is a personal opinion. Yes, I think this should be illegal. I think lying to people. I don't know. We have presidents now that make over 50 lies a week. They're counting them. 50 lies a week. That should not be condoned. Yeah. All right. Quite apart from the ethics as well being another British person, quite apart from the ethics around using this in elections, I think you've got a very good point around agencies possibly needing to hire data scientists at least as much or possibly more than marketeers. If that's the case, is there something we should be doing specifically look about working out what messaging we should be giving to data scientists specifically on Drupal.org? That's an interesting one. Well, I think we should appeal to them in a way that they can become part of the community and help Drupal become a, this is my personal recommendation, data driven. Data driven content management system. So if we can do that, we have a very interesting tool for marketeers. Interesting. Hi. I'm quite surprised at how much this talk didn't talk about some of the ethics related to this. Particularly someone like Robert Mercer who's a well-known white supremacist who's been funding things like Breitbart. Yeah, I know. Facebook have already banned quite a lot of the micro-personalisation stuff because it's already been proven to be racist and other things and there was a letter that came out two days ago saying we want to go further and ban it even more. Do you think this stuff is even appropriate to present if it's something that we shouldn't even be doing? Well, I think we all should be aware and this presentation was about talking about who knows Dominic Cummings, your few handphrase. I want the world to know about this and I want to know and discuss within the open source community where are the boundaries? Yes. Personalisation it is already, there's modules within the Drupal community about personalisation. Yes, we condone this. This is okay. Personalisation there's nothing wrong with it. The way we use it that's a key message for every single person in this room within the community and the whole world and that's something that's an ethics question and I think we all should now be aware that the people's question should this be allowed? No, this should not be allowed. Personalisation yes, where's the boundary? Great discussion. Alright, cheers. Hello, I'd like to share some insight about this topic. Alright. Cool. Anybody know the cross-b-effector room? Okay. Illustrating. Yes, they have the... This one is terrible. That is kind of seen earlier coming around with the election in UK and about two months ago I found an entertainment they tried to regroup the Drupal developer so I went to the interview and tried to make this information problem so can you go back to the Lessons 4 online online This one? We talked about this I think we need to pay attention your Facebook your online campaign is not as effective as a traditional way like the direct mail phone call, SMS that's from inside information, so they told me it's more effective, but it costs more so their message for online campaign is that you can reach future amount of people with less cost but not as effective as a traditional way and can you go back to the... Digital alone is not enough I think there was this like... This one? This one? Back to the campaign This one? This is a highlight today but really it's all very different role so it was wrong and if you think about the data that covers the population they can reach it's very small portion so blame them for trapped election is a little bit ridiculous and from inside information they confirm my casing but something we need to pay attention the data they use is from Facebook directly so what they can do is to use an algorithm for example casting the users so they can reduce the cost of the online campaign for example the brexit brexit has two groups there are two groups I don't need to get both of them are using a similar way to do that so all of them have a link to the resource cost so who can reduce the cost that will cover funding that's the data from a company that can be used so that's some insight that I have to share with you Thank you very much Any more questions Maybe you can use the microphone so it will be a reporter I'm a bit curious about like connecting the idea of what they used in this scenario for like ruple situations like one of the things I see a lot of businesses do is that they actually start off with only the input they get from their own client as you mentioned in this story they actually start off by doing something like a market research so in your way of working with one shoe do you do that market research before you actually we want to actually talk to the end client what we see is that you can be quite successful if you talk to your client and he provides you with your insight you come to about 80% but if you want to be truly successful you need the insights from the client's client so we sit down with the client client we have work groups and everything interviews, A-B testing all that kind of stuff directly with the end client then you can be truly successful then you gain insights and the interesting bit is we always sit down with marketeers or data analysts and then we bring in the client and they bring in a total different view bringing in them both together is really really interesting and worthwhile so it's the 20% extra you can gain so hi so contributing and working on open source we don't as developers have control over how our tools are used ethically I think that we are responsible so I would encourage us as a Drupal community to think very hard about what tools and what we put out there because we can't control even if we change the license we can't control what people do so food for thought yeah I totally agree thanks for that I'm kind of leading from that I guess I'm interested to hear you talk about hiring data scientists to the marketeers I guess it's all a spectrum so it's like market research and then data science and then there's kind of like the whole sort of AI aspect of it and I was interested where you see the ethical line being drawn against actually is that too much at one point or is it actually unethical depends on the purpose as well I had an interesting discussion about this subject earlier and came to the discussion like okay so imagine I was in Indonesia a couple of years ago and I remembered it a long time ago I got back to Indonesia and remembered it as pristine white beaches so in the morning I just walk out of my little hut on the beach and it's just littered with plastic and I mean tons of plastic it was just dirty all over and I was thinking like imagine there was a Cambridge Analytica company that could actually change the minds and view of the Indonesian people who are all on Facebook and we can target them and change their perception about throwing away plastic in the ocean how cool would that be okay so is this ethical or non ethical yes it's unethical because we target people in a way that they don't ask for and I think this is a very worthwhile discussion we're going to have over the next decade so where is the boundary influencing people in a way they're not they're not aware of I think that's a really important line and there's many more lines to define and I guess personally for me I guess an important one would be just truth definitely definitely you should not lie you know as I said you know just presidents will lie 50 times a week you know here we go for it personal opinion sorry any more questions alright well I've been talking at Drupal Cones for many times there's so many questions I've had thank you very much I love this see you next year thank you