 What I pressed the mouse button, I think maybe this needs to be on then this will go Okay I think we can do any animations Okay, I'll put it here for Amy Okay Okay, so I realize we need to turn this green on then it goes on Yeah Okay You know how to change the resolution We have to do it on this, okay I think we are okay But you're going to change the sensor Okay I think it's a resolution But to be honest, it's much lighter to be these projects as well than the actual Resolution itself because it looks fine on this Okay, it's just it's a bit There's brilliant. Okay. Thanks very much for this then. No worries. We'll just start All right It's because there's loads of people upstairs. There's loads of people upstairs. They're trying to figure out what they're doing This doesn't need to run for the entire length of this session. So I'll start a little bit late just without a few more people All right Okay, we'll get started. Um, this This is uh, it shouldn't take the full time. So as I say, I don't mind starting a little bit late. Um My name is Richard Jones. I'm the CTO in VCAP. Um, we're a we're an agency that deals a lot in Drupal And today I've come to talk to you a little bit about personalization And a method that we've been developing for personalization, which is becoming a incredibly important in in the world of the web at the moment as you'll see And so this is not so much a technical session. This is more about Approaches philosophy and how we approach personalization as a whole and how it affects us through content management So when we talk about web personalization now We sort of think it's a new phenomenon. Maybe something that's happened in the last few years But really this is something that's A battle that's been with us for thousands of years. This is what we're talking about here Is the battle for people's attention Is the competition for space And as technology has advanced the problems evolved, but the principle really hasn't it's still we're competing for eyeballs We're competing for attention And ultimately where this has originated from is the competition for page real estate So in most recent history before the web the battleground was the newspaper front page And you'll hear phrases like above the fold and the main reason for that was purely Physical reason where newspapers were folded. So we needed to have this concept of the most High so most mind grabbing attention grabbing Information on the page had to be about the fold and we've adopted that into the web as well So this was a traditional layout And in different countries, you might see it slightly differently with these sort of newspaper boxes where again, it's even more important That you get you get the attention of the user through a very narrow aperture and you'll see this kind of approach here Very much was a a foreigner of what we now we now see on the web Then on the other hand if you come from We can we've got office down in Brighton. This is our local little tradition of ridiculous Local paper newspaper headlines So this craving for attention is being pushed all the time Ultimately What are we trying to do? Why are we trying to get people's attention? Yeah in the case of the newspaper We're trying to get some to buy it. We're trying to get someone to spend some money So we're trying to get an action out of a person But the web's evolved and we're not in that place anymore And what we're seeing is this world, you know, you saw the classic evolution of man kind of diagram Well, we're now in the world where we're into screens or into smartphones or into mobile devices and despite Being incredibly creative the human mind is not actually that good at taking these giant leaps So the first cars were called horseless carriages and that's because that's what they were You can see there by the design all they did was take the horse away and put something else instead We're not very good at taking these giant leaps of imagination We have to take very small evolutionary steps And that's why the very first websites the very first news websites at least Looked like this. They looked exactly like the newspapers did Still lose sometimes a certain extent and so yeah, so we didn't really take that big leap from Even though we had this new technology for us. We didn't take that huge evolutionary leap in how we approached the problem So as we come to the present day We've had we've been living with this we've been living with this competition ever since newspapers went online Originally, it was the home page Then we still come we still have this obsession with the fold and what watches are visible to you on the screen all the time Even though you can't really tell where the fold is anymore So we couldn't go From the you know the horse and car to the tesla Not just through a lack of imagination But also because we didn't have the technology we couldn't go from one step to another And that's certainly a reflection of where we've gone on the web as well when we originally launched the web The newspaper websites that were taking advantage of technology at the time and so what we're seeing now Things have changed the medium that we've got to work with has changed drastically. We've gone from that state straightforward You know 640 by 4ac screen or 800 by 600 or whatever that Resolution was back then to a place where we've got all this different ways of getting your information out there So they're all different. They're all different screen aspect ratios different devices and all sorts of things like this So the medium that we're using deliver has changed. It's not paper anymore The other thing that's changed is the delivery system. The reason we're here Is because you know everything is now that's producing content of this type is using content management systems of some sort and the way we approach Content as a whole has changed due to systems like Drupal So so if you're looking at um, this is an example We don't really think of the web as pages anymore or at least we don't certainly we don't in the world of Drupal We don't think of things as whizzy weeks. We don't think of things as Making design decisions on the page What we're trying to do now is move to a world where we're thinking in dynamic content form This is an example that you completely can't say I appreciate that But what this is an example from a project that we did recently Where the first step now is that we understand we try to go into a business and understand the content model The domain model of what we're dealing with and that's the very first thing that we do this example here I'll have to talk you through it but basically is an example from some work with a premiership football club We started in a place where Whilst being a sports team this company considers themselves to be a media producer a media company so Actually what they're doing is they're producing news they're producing content all the time every day unique Original content. So what we did is we started with the the blue one at the top there is their article That's their primary piece of content. That's their article and from there we can expand out So when we think about this football team The article is probably going to be about or might be about a fixture or a game And that game is going to be with another team. It's going to be part of a competition And there's going to be information about the the players on the team. There's going to be Video on the match. There's going to be build up. There's going to be analysis afterwards And all of this spans out to individual pieces of content that all fits together to make this big sort of map of how the business works So when we're thinking of pages We're not really thinking about physical things anymore We're thinking about a page as an assembly of lots of these individual pieces of content put together So if it's an article there might be obviously the primary content of the article But there could also be all of the associated stuff on the competing team On the history on the venue how to get there how to get tickets and all this sort of stuff So the other thing that's really changed is the call to action The thing that we're trying to get people to do now Isn't necessarily spending some money. It isn't necessarily to buy my newspaper Sometimes it is but that's not the only thing we're trying to achieve So our definitions of success have changed What we're looking for now is things like increasing the average basket value in an e-commerce system Maybe encouraging people to share maybe encouraging people to participate and comment Maybe our only goal is data collection Maybe we're trying to increase the number of page views or returns or the time people spend on a page Or something like that or maybe we're looking to reduce something Like you know bounce you can listen bounce rates and that sort of stuff So the point of this session really is that if we use actualization as part of this model We can increase the opportunities By infinity really we can change the experience of an individual so that it's a better experience and more effective experience for one individual That's what we're trying to do But we have to be honest what we're trying to do let's be honest is manipulate people into a design outcome So the aim of personalization is to adapt The display of the page that people are seeing to influence their decision So maybe we're pushing them towards a specific user journey. Maybe we want them to complete An application for something or to purchase a product or to read a specific article So with this in mind what I wanted to share with you today is a model of personalization that I've been working with for the last couple of years And as a way of thinking through this problem A lot of the work I do now is in the sort of the early stages of the projects and the definition and what people discovery phase is When we're trying to figure out what it is that we're trying to solve for this customer and So your traditional view of personalization this looks something like this I bought this bottle And now it's going to recommend to me the seven other colors Not particularly useful, but that's the way sometimes it works in that yes, these are things that are related to a thing like you And traditionally a lot of people who are even aware of personalization think of things like this They think of e-commerce as the primary place for personalizations where you go to amazon or somewhere like that And it's saying oh these things are Might be interesting to you based on your past behavior So what I've built up is a four step way of looking at this So to get to a person's experience we need four things the signals which are telling us about What's going on the persona which is the person we're dealing with The targets which is what we're going to actually do with this information And the engagement which is how we're going to measure whether it's working or not and I'm going to talk you through each of these in turn So starting off with the signals The way we think about this is there are two very specific types of personalization The first one is what we call implicit personalization. And what this means is things that we have collected About the user as they've gone about their day. So we're talking about things like tracking cookies Potentially not even that it might just be pages They've been before order history that sort of stuff is implicit information that we have collected hopefully with permission and based on the user The other type of information we've got is what we get explicit information and this is where Someone has engaged more directly with us. So maybe they've logged in with facebook Maybe they've actually filled in some sort of registration and profiling And that's a slightly different So we've been given permission by the user to know this stuff about them. So there's two very different types of approach there Now when we think of personalization The way I like to see it is that there's two types We've got visible personalization where it's really really obvious to me that what i'm looking at has been changed For me personally. So again going on amazon or something like that I know that those things that are recommended there are based on something i've done in the past something i've bought in the past Probably it's been a kid's birthday and now i'm being pushed loads of other different things that are related And i'm happy with that because i understand that's what's going on But then there are other things Where it's not so obvious So these two screenshots of bbc actually were taken on different browsers about two seconds apart And it's very difficult to notice the difference, but there is one story that's different So somewhere along the way Some decision has been made to offer me that story instead of the other story That is completely unknown to me that that's happened and therefore it's Invisible to me is invisible personalization or passive or unintrusive or however you want to call it So the title of the talk really is how is about these seven dimensions and so really What i've been looking through is given all of those things this is a model To change our content model that i mentioned earlier on to adapt to this particular need So we're trying to think of things in You know in seven dimensions, you know the first couple of cheating to be honest with you, but It's where we are now the vertical page We've got the page in front of us no matter what the device is It's the same we can scroll down the page So we have one dimension to work with and we've been trained over the past few years By social social media and apps and that sort of thing So we've been trained to understand the concept of the river the river of content it never ever ever stops And so twitter has trained us like this facebook has trained us like this So that we know now That users are completely comfortable with scrolling So that sort of does away with this whole concept of the fold because if users are completely comfortable with scrolling We don't have to worry as much about that particular thing But interestingly there's nothing stopping us going completely horizontal as well But no one really does and it's just one of those weird things that we've got all this infinite real estate But we've trained ourselves or we have been trained to go vertically, but no one goes across So we've got all this other space and you you occasionally see an example of it This one from a couple of years back But it's rare and when you come across it you don't understand it because you're not conditioned to it But that is another dimension we can work in The more interesting stuff for me and this is where we start to talk about the signals is Who this person is? So in order to give any sort of personalized experience we need to understand who this person is And traditionally we would have done this sort of stuff Um On projects, you know early on in the project when you're trying to figure out what's going on You often will fall back to personas and design these personas that say this is the type of person They're trying to engage with this is the sort of thing they like to do So we would develop these personas But I think what we need to do is we need to extend these because now We've got we've got the capability to change this experience not just based on the person But based on the time of the day And so do these different people these different personas behave differently at different times of day Is there any evidence that says that this particular persona for example may have an hour commute in the morning And therefore is has a tendency to read longer form content in the morning Or maybe Or maybe they have a tendency to do that sort of thing in the evening in like short form content at lunch times and that sort of thing So thinking this thing through from different dimensions is what this is all about and trying to understand How they behave and a really good example of this is is all if you've come across this before Um, very much takes this into account offers up different types of content Very specifically targeted at the time of day And so this is a form of personalization in that it's not actually doesn't really know anything about the user Specifically, but it doesn't know what time it is for that user and therefore it can offer up different types of information Targeted psychologically at that time The next thing we need to understand and we can identify is where the customer where the user is So we know what time of day it is, but we do know where in the world they are Uh an example here for for gap This is a droop of a project But it's worldwide And one thing I don't know much about fashion, but one thing I didn't quite realize was that It's obvious really in australia at the moment. They're not selling winter clothes So if you've got a single website Which seasons it's supposed to be So you can use that information about the geographic location of the user to understand what it is representing to them Not only that time of day and so on could influence here as well But really this is more about time zone. What's the season and that sort of stuff The next thing I like to think about is a little bit more context. What has the user done so far? So have they been here before have they looked at certain articles before have they got a tendency to read a certain type of article are they Do they have a preference for long reads or short reads and so on we can learn this from their behavior on the website before So perhaps this means that we can offer up similar articles or similar You know different that sorry similar types of structure of article and so on And the final one is why So why are they here? Have we got any indication that helps us understand why they came here in the first place? And often this will be Maybe they've clicked on a specific ad or maybe they've responded to an email campaign or something If they have then we might have a fairly good idea Of why they've come to us in the first place and therefore we might be able to offer them some guidance to the end of that journey So putting all those things together Represents the signals that we have available to us to build this personalized experience So based on that it's almost like We need to build up those personas that we used before were very much used for design and information Architecture and user experience, but we need to take that further now We need to look at it in more depth on these personas. We need to say not just what's this person doing But what's this person doing at certain times of the day? What's their preferences? Do they prefer long form? Do they prefer short form that sort of stuff? So when we do user research it's now asking more detailed questions about these different things because if we don't have All of that context that persona is just a snapshot of that person Only ever was a snapshot, but it's not a good enough snapshot when we take into account all these other things that can be going on So once we've got that we've got all this information that we can join together and understand these personas So we can map these things together And the next thing we need to understand is what we're going to do with it How how are we going to target this information? And I want to show you some examples today Of different ways this has been done or different ways it could potentially be done So the most obvious place to do personalization would be on the homepage But I want to give you some examples here. These are screenshots that were taken Originally prepared this presentation as would become obvious Towards the end of last year um You'll see things like the new york times these prime Destination sites sacrifice so much space to ads So you'll see here Well, you can see that that's taken up if you were believing in above the fold You can see that they don't believe in that anymore because they've sacrificed almost all their space to that effort And on the other hand You've got these other types of site which are using this clickbait and You know trying to get attention through different means through being very very controversial headlines not that one in particular but Generally having a strategy of bringing people to the site through that Looking to drive ad views. That's their only intent is to drive up ad views is to bring it back So again looking at their their systems. That's what they're trying to do Then we've got other models like the congress as an example here What they're trying to do is get you to subscribe because they have a paid content model So they're giving away quite a lot of their real estate to subscription So the question is where you've got all of this real estate available to you How do you do what do you do with it? Do you know if i'm one of your subscriber? There's no point showing you all that stuff Um, there's no point showing you stuff at the bottom. There's no point showing you stuff at the top So this is a formal personization the moment someone's a subscriber It's explicit. We've got information about them and therefore we can start to tailor what we offer them So the homepage is the first place we can think But the homepage isn't really that important anymore because Everyone's coming from either linked or from searches or that sort of stuff and there's only a smaller smaller percentage January that's coming direct to the homepage So what we're now seeing is that often landing pages become the prime content And landing pages are great because They are like home pages on their own but they're focused on a specific topic So once we've got someone to a landing page We already know that they're interested in a specific topic and we have a great opportunity in front of us to Select which articles to present to them that which should be of interest to them and so on And then also we could end up in a place where You've got direct entry to the website. So if i'm linking from an article on social media, i'm going to come straight there I'm not going to see anything else odds are i might go anywhere else So we've got the opportunity on individual pages themselves to to use something So what we're talking about really is a you know call to action slot. So we have a great thing that you can do Um here again going back to the the economist You've got the the call to actions is all about subscription But whatever it is that you've figured out that you think the journey the user is on is what you can do here So the call to action doesn't have to be one thing it can be different depending on the person Maybe you've identified the best thing for this user is to get the free copy And get them in that way or maybe the way to get this person is to give give them a One month subscription rather than 12 week subscription. So that sort of personalization is what's happening all the time um, and what we're seeing here Is these types of call to action calling for subscriptions? and again still using this space for Advertising as well Well, what's doing this research what I found really interesting was How people are completely giving away search pages So if i'm on a site and i'm using the search now I haven't got any study data that says how many people really use internal searches anymore But let's assume they do If they do and they go to the new york times You'll see Got confused with my previous and next slide yet And if I search for when I was doing this presentation originally was the time of the election So I was using that as a case study UK general election The new york times doesn't even understand the concept that that's a phrase and it's just giving me a load of results That are just about the UK completely irrelevant to what i'm actually looking for If I do the same search on the economist Maybe slightly difficult to see but every single thing there is an ad Nothing related to what I want to see at all Even worse if I go to the huffington post it doesn't even have its own search It gives me a load of ads that are coming from An external search engine from hayward in this case So they're not even trying If I go to the telegraph They're not trying either look at it everything is an ad nothing is telling me what I want to see The only benefit they've got is possibly some personalization on the right hand side possibly But then you go somewhere where Maybe it's not the most obvious Cosmopolitan is doing an amazing job I searched for general election 2017 in cosmopolitan And the first three things that come up are three very very specific targeted search results on the three main parties So here They're thinking through they're thinking about the context of what I was trying to do Give them the information that's useful Taking me to the policies of those parties and hopefully giving me the education that I need So influencing search results Could be a big part of personalization Giving people what they actually need by feeding in all this other information that we have in this case They didn't need to know anything about me. They could still do a much better job than anyone else But on the other hand if they had no the load of things about me They could have definitely been pushing me and given me more relevant information So the fourth part of the of the overall puzzle is is about engagement. There's no point doing any of this stuff There's a billion things you could do and there's no point doing it if you don't measure it Obviously, you don't know what works and what didn't work So If we've got someone's attention, how do we prove that the thing we did was the reason we got their attention? How can we tell why actually works because there are so many things that we might use as metrics That I don't think really makes sense anymore So look at tab abandonment How many people have got Hundreds of tabs opening never out of how many people have clicked on a link somewhere at some point got distracted never read it If we didn't know about this as a thing Then we'd assume that someone opened a page. They read it great. We've done our job But we haven't we don't know how many people are actually reading something The other one that I'm completely gives you off How many people actually read the articles they share? I have a habit of Reading the headline of something and all this person would be interested in that sending it to them I didn't actually read it myself. I might phone them up and say, why don't you think of that? Are you really filming? Anyway That's just me But how many things will be actually read this this whole thing about social share is the big important metric But we've got no evidence that says it works Vanity numbers, you see So what we're looking for is better engagement metrics. We're looking at Page reviews. Yes, fair enough. But how about time on the page and how about the depth and scroll? How about we see if the person actually got to the bottom of the page? How about if we have specific things that we'd like them to interact with like call to actions and how about we measure those instead? and completion of journeys and and that sort of stuff that For me. Anyway, it's more meaningful as numbers than the fancy metrics like page views And I still do go to clients now and I said, right, you know, the first thing we always do is say Why are we here? What's the point? What's the business goal of what we're trying to achieve? And yeah, they still can come out with oh, yeah, we want to increase our page views by 20% Really do you? Okay, how's that going to help your business? So we really have to drill into this and understand the motivation So putting this all together This is the workshop I attend. I try to run anyway Basically taking all those concepts from the last 25 minutes Join those together and then identifying how we can do a personalized experience So there's not much Drupal in there But the fact that you have a content model and a structured content model in Drupal makes this stuff much much Well, I think it makes it easier. It makes it possible in the first place Because by having that content model you can figure out how to join things together You can have different variations of the same content within the same Content item and that sort of thing So bringing all of that together Is really how I see that we make a personalized experience for the user But the really important thing for me Uh is the downside to all of this, you know, we're now in a world where You're not quite sure what you either you can trust what you see you're in a world where You're living in either echo chambers or filter bubbles depending on the phrase you prefer And it's obvious what's an impact on society that's having on on us It's very very easy to use this technology to influence And to make sure that people not only deliberately, but if you have machine learning that Basically understands what you're interested in it will just reinforce that And this is our problem is that if we are if we have this type of technology and we completely can completely reinforce This all the time. It's just going to make the problem worse. I think that's where we are now So we see this problem in facebook. We see it in twitter. We see it all over the place People follow people who are like-minded and therefore they don't see this other perspective And either side of the spectrum is the same problem and so We have to be really really aware That personalization has a thing when it comes to web content, especially with uh media and then tutorial content We've got to be really careful of this. We've got to be really careful about letting loose this AI That's selecting what we see So my challenge is really can we practice ethical personalization? We have a responsibility in ourselves To make sure that what we're seeing implemented by our customers Is is the right thing and we have to stand up for that And to take it further, would it be possible? I've never seen it, but would it be possible to to burst these filter bubbles? By reversing the personalization. What about if we use personalization to instead of Reinforcing the message to mainly push the opposing message to the user Maybe that would work. Maybe just occasionally We could use this technology to actually balance the books a little bit so My action points coming out of all of this is really Figure out the personalization targets. So how can you personalize what you've got in front of you now? Um, generally the personalization tools available to us will Take a piece of default content and replace it with something else That's generally the way it works. So where have you got the opportunity to do that sort of thing? That's the first thing to think about Once you have the technology to do it Think about how what the content is think about these additional persona and the additional dimensions to the persona you could be considering Then look at your content model again. If you have one if you don't should build one And start looking at that and how you can extend that To focus on how you can use that content model for personalization And then we start to map those two things together. We focus that content against the persona so that we can actually present it In the final one Be responsible Know that the power of this technology could be potentially Disruptive dangerous Maybe i'm being dramatic, but I really do feel that we need to be aware of the changes that it can impact And I think I've got time for some questions. So thank you very much Yes, yeah gdpr has a potential to to cause wreak havoc. Yeah um Yeah, there's basically the way these tools work is they use cookies they use Yeah, they track sessions and they can identify They can probably follow you over the course of a year generally Although I'm not always they can't necessarily follow you from side to side, but in the context of one side, they definitely can So how gdpr affects that um gdpr in itself is a is a huge topic and no one It's a bit like y2k at the moment. No one really knows exactly how big an impact is going to be who the first test case is going to be But yeah for sure explicit Information is still going to be a possibility as long as you get the correct commissions Um, but the implicit stuff Might certainly become more difficult However, there is other implicit stuff as I mentioned that you don't have to give permission for I can tell where you are from your ip I can tell other things basically from I can I can imply things from from browser behavior that don't require me to gather anything I keep anything So it's not completely but we do have to readdress this whole thing in the context of gdpr. Yeah Well, yeah, I mean this is the whole ethics of it, you know If we use for example ip Or we use the browser's location capabilities If they give us permission to do that if they've said allow on allow this browser to know where you are That's giving permission, right? But from a gdpr perspective No, it wasn't written consent that we've got locked And so all of this stuff is so woody at the moment in terms of what's real and what's not And because I think you could definitely say that well, you can't get location access on the browser without explicit permission anyway Um, and this is just talking about location, for example, but if you enter this to the top about time of day That's not personal information. That's just knowledge Um, so you can still do certain things But of course the depth that you can go to without permission is going to be limited, I think Yeah, the one we do most of our work with aqua lift, um, which has come from deep analytics coming out of it um Other things like optimizely More geared towards e-commerce I think but they still do really solid ab testing and that sort of thing Whereas the the aqua stuff aqua lift is Covers off pretty much everything I talked about here I didn't you know, it wasn't really intended to be a technical session today. Um But yeah, you you build your segments or personas within that You feed all your content from Drupal into that tool so that it can recommend it back again And that's the general principle and what you would do is in your template you specify Target zones and say right this article's here, but in this scenario replace that with that That gap doesn't use um personalization like that The context for that really was it wasn't so much that they are doing is that this is all theory I don't run a lot of those sites. We do actually run gap, but they don't use personalization like that A lot of the time stuff I talk about stuff I wish I'd be able to do I've never got to do with gap we built from 24 sites It is yeah, yeah, yeah, so a lot of the time it's as I say it's when I work with them In the initial stages we'll say yeah, you could do this and this and this and this and of course the reality of Real projects and real budgets means that you sometimes go a different way And again, you know the technology that we're talking about is aquilift in particular And it can yes, it can tell you the country and therefore it can completely represent different content based on the country We are working on a couple of other projects right now to do more than gap did One relating to theater. So basically tuning Which shows you get to see based on persona Whether you're more into lying kingdom kinky boots or whatever and so it's That sort of stuff. Yeah, it's very possible. And I think it's becoming more mainstream now In the last couple years. It was quite You know, we were only skirting around the edges of it like things like, you know Articles related to this and the small little side blocks and way but now it's getting to be more like you can replace big chunks of the page using other content the the downside being Editorial there's so much more editorial to do because you have to generate all this extra content and the thinking side That's a really interesting point. Yeah, how do you how do you decide how far to go? In fact, I just drew a diagram for a client yesterday Whereas the project into five pieces and the fifth piece was personalization and I said, well, the trouble is I could take your entire budget there. So what you need to do is decide how much of your budget you want to invest in this bit Compared to everything else But then you need to measure and so our approach is is sort of a lean lean methodology Do a small experiment prove it do another one build on it build on it If because you could just you could either spend all day building stuff and they were launching it It does go to infinity and Also, it's what's the return on that? Was it worth making that change? Was it worth maintaining the content? Did it get the result we were looking for and is that result worth it? So that's why there's a lot of time for us anyway spin up front in these sort workshops and discovery To figure out what the value is in doing this kind of stuff because you know forget The better value was to build 24 sites don't invest in that Doesn't mean it wouldn't have worked but sometimes you just got to look at what's the right? Well every time you've got to look up what's the right approach for the situation It's a bit of a vague answer Start small experiment It's right lean all that stuff. Yeah Well, yeah, exactly and with a scenario like that. I'm not gonna have what what's the website for is it's probably to make referrals for a new Patience, right? So the only measure of success is did we get new patients? Not whether people spend ages reading our articles, but were those the right people? There's no point, you know in local osteopathic getting a load of attention from another country Really, you know because they're not going to benefit unless you know like Brian's keynote unless their objectives are different than making money Um Exactly I would say that the biggest advantage is for Drupal when you're coming to this kind of stuff Is is the api stuff is the we used jason api module Which I think might head into core at some point in the future But it gives you a standardized way of extracting your content From your content model that you can build in Drupal Into a standardized form that can be consumed by anything So that means other personalization tools can absorb can interpret that content and use it to So the actual technology for putting the personalization back into Drupal isn't really Drupal specific It can just it's just some JavaScript that says this is a div that this in the div It's a bit more complicated than that but that's what it feels like and So by being able to expose the content out Via api Means that you you can really open the doors to other ways of doing things And that personalization endpoint might not be happening the website. It could be all sorts of other places as well I mean there there was a A lot of the stuff that aqua lift uses has as modules Drupal native modules inside it Um, I'm not quite sure. I'm not that involved in that sort of things. Um I don't really know Okay, it sounds like there's lots of people outside so