 Okay, good morning everybody. Hope you don't have a too much of a hangover Because yesterday there was a party. I didn't I wasn't there. So But I'm glad to see some faces Just one practical remark my colleague in the first part is more inspirational and the second part is more hands-on where you can do the Things on your computer to install a personalization on your Drupal on your local machine if you're interested in doing that It's interesting to come to sit in front because if you have issues my colleague will come around and assist you and If you don't have to go around too much that will be Okay, let's get started then Who are we I'm fairly quarters Sorry, my name is Wesley I'm an enterprise architect at drop solvents just as a Frederick We mostly helping you around in the More hands-on part We work for drop solid drop solid is a group of company based in Ghent in Belgium It's a long list is from here. I understand but Some small things we've been growing really fast the last eight years We've around others. It's a 70 jobs, but I think we're around hundred people now. I think we do some Pretty large customers more and more Yeah, and Today the agenda is going to be like this. So first I'm going to inspire you a little bit then we're going to do a live demo and After that, it's a hands-on workshop where we can where we will link people with Matic and a passion on me on your device preferably So that you can experience personalization on your machine Yourself and after that will wrap up because there's a keynote Let's get started Did you know that? 89% of customers begin doing business with a competitor following a poor customer experience So people change when they have a poor experience Did you know that when customers are targeted with three personalized pages the conversion rates is double going from 1.7% 3.4% and That when they're exposed to 10 personalized pages conversion rates jump to 30% the personalization really works now Personalization it's like buzzword, but what what what does that actually mean for you? How can you experience that? You can experience like this An example of this is when you Google home I would like to see this video and it says okay I will show you the video, but maybe you need some cough drops because they were coughing shall I order them at for $2 It's like tailoring the experience to you Some people might know Spotify wrapped Where they at the end of the air like make your personalized musical experience Some people notice they even go to look at the playlist of your friends and create something that is inspired by you and your friends especially for you It's unique uniquely to you Trava also does this people that are or want to be athletic Also now get Personalized suggestions in the bottom you see that the suggestions are more tailored to the distance that that you do to the speeds that you're in the types of routes that you do so and One of the nice example of personalization that I personally found was what Netflix does not only Do they recommend different videos to different people? but also how they construct a page based on what kind of Things that you look and also which images that you see you see here that All these images are the same show the same video and they will tailor it based to your preferences every everything you see on Netflix is a recommendation and They claim that 80% of what people watch comes from their recommendations. So it works Yeah, I don't have to explain this too much Amazon also has these kinds of recommendations as you see here that there's new things that are based on your preferences There's also items that you want to consider because in there and this is already Tying to what we're going to do later on in their CDP customer data platform They will save the things that you have looked for and they see that you Have more items to consider like you were watching looking at watches and you might want to buy a watch With the GDPR it's of course very important to also let you control this and in the bottom You see the lowest green circle view or edit your browsing history where you can change these preferences in the CDP in their central in their customer data platform Because if you are watching things that you might not want to show up in your Amazon front page Just giving that out there Of course, they also do marketing automation You can see here that they've these things in their CDP and then they will send you an email Based on your preferences there Chris. We were looking at cameras. You might be interested in this one This is what we're going to do with Matic and we're trying to attempt similar experience with Drupal and Matic Can we do this in Drupal? I think we can at least Go that direction. I have a video on that right now. Let's see if we can get this to play exciting The drop solid experience cloud the drop solid experience cloud enables you to optimize the customer experience Resulting in higher conversion rates and better customer satisfaction. Let's have a look at how this works We have our anonymous surfer searching in Google for flower piece. There we go Well, look at that The first result she gets is florista a website with a fully integrated drop solid experience cloud Our still anonymous visitor is browsing the home page She's scanning through the themes of the new collection Looking at the featured products and taking a closer look at the upcoming workshops While she's doing all that the personalization AI is using his magic by using machine learning the AI Identifies different segments of visitors and tries to fit our visitor in one of those segments on the florista website There are three specific segments. There's the B2B prospect the online shopper and the Explorer He or she is now looking at the latest inspiration from the blog and is showing an interest in the first article There's a great step-by-step guide on how to make your own flower arrangements and there we go The AI has identified this visitor as an explorer. That's how long it takes Our explorer gets to the end of the blog article and fills in a form to receive a free download Great now our explorer has a name and we even have her mailing address and consent to start sending Newsletters our anonymous visitor isn't that anonymous anymore. Let's have a look at what information we've received So her name is Sophia Sophia Mertens her email address is Sophia dot Mertens at gmail.com And we know that she's an explorer We even know what she looks like from the picture connected to her Google account The log shows when she first visited the website and what actions she has performed And now the fun part let's put that information to good use The next time Sophia visits the flurries the website the home page looks slightly different We know she's an explorer not an online shopper or business So the content has changed to reflect that the subscription form for the workshops has been put at the top of the page Just the way Sophia likes it as an explorer. She's eager to learn and get creative herself She's not looking to buy a flower piece not at this point at least How great would it be if Sophia also received newsletters tailored to her needs? Oh There's a new email. Let's see what's in it Wow workshops tutorials DIY packages Exactly what she was looking for now. That's a great user experience This is the thing that we're also going to build in the workshop later on but on your machine You're willing What did you see you saw a lot of touch points that person interacts with your website But might also interact with other websites and we're capturing that in the CDP Apache you know me in our case And this way we save the preferences in the CDP and also this tracking information Close to Mautik and with Mautik when our segment Saved into Mautik we can then go personalize email newsletters to this person I'm going to quickly go over this again and explain some more details So in the case that we're going to do later in the workshop We're going to start from an advertisement and we're going to personalize the Drupal website content based on people that come from a specific ad In this case, it's an Instagram ad for Mother's Day And the person clicks on this Mother's Day Instagram ad and we'll come to the Drupal website And we will personalize the Drupal experience based on this history As you see here on an on the front page she will or he will get a different Lock in the bottom of the page in our case we will do it with a button or with something else Just to personalize this browsing experience Then when the person is navigating the website and fills in a form here you see in the red square Data will be saved to Mautik and then we can start sending emails to the person which also have the Preferences that the user has so we know that the person came from the UTM tracking campaign and is interested in Mother's Day Material for example, so this way we can also personalize the emails to this person so that they have like Maximum feeling that they are getting real relevant content so When they then come back to the website you can see that we will change our front page It will automatically change. We're not going to do it manually, of course And they might see for example, here's a form about the result on workshops, but they can like change whatever we did Just this is also just to illustrate that you can personalize many pieces of your web page based on this segment Okay All this is very nice and very cool, but it only gets real when you can also measure it and prove that it works That's how it goes with sales These data also need to flow to Google Analytics so that you can prove that they are actually going into this funnel And that this thing actually works or which segments you might want to focus on to improve conversions Therefore, it's also possible to have these dimensions flowing into hot char or Google Analytics, which I will also demo later on There you see an analytics chart with three segments And a different goal conversion rates before we have these segments. This would just used to be one One number one metric and now you know that there's maybe different metrics for specific segments So that we can focus on a segment to have like higher conversion rates for these people in this specific segment And you can then work on that by giving them different content in your CMS Okay, let's see the demo gods are with us today a live demo I'm going to start by Explaining some of the parts. I didn't do that too much into detail, but I'm going to go to this slide So the three parts I'm going to illustrate are the content management system, which you know I you're at a Drupal con that wouldn't shouldn't be too much of a surprise But I'm also going to show some magic, which is a marketing automation tool and then also Apache you know me, which is a CDP. I'm going to start with the CDP In the Drupal platform, we've made it. We've made user interface for the CDP Apache you know me is a headless product So it actually has just an API and therefore in the drop solid platform We created an interface on a CDP that's running You could also have keep on our your own reports on it because it's based on elastic search And so this allows you to really work with it How we want but we have a hosted solution and we have an interface in our platform to make it easier for customers What can you see in this? This is of course, let me take Let me take a production example better with production data, you know So here you see profiles that are on the drop solid website And there's already you see that there are current applications and applicants persona Marketing personas and then we've also the distinction first-time visitors returning visitors And you see that there's a number of Details that we save where the people are coming from is very similar to Google analytics Only this data is saved in the CDP. So it's on our services on our systems and you're not subject to Special regulations because for European countries is important because for some clients we cannot save this data in US clouds for example because some of these details are Yeah, that's how it goes with Google analytics, you know So we also have this data in our CDP and You see here that there are you can also filter on the events. We track a lot of events Clicking on pages and turning details in forms. You could also go into detail in these events in our CDP here And then there's a segments overview and this is actually the cool part. There is two pieces of AI in these segments Let me show there's a Hey means clustering We are in the script tracking a lot of Events and then with the K-Means clustering algorithm, it looks like this It will automatically detect segments that are in The system so this is the discovery mechanism in our platform And you can then run multiple discovery So we can detect two or three or four groups and it will automatically Automatically detect them with this algorithm and this will give you then word clouds in this case. These are like I Randomly select one. Let me select another one. Just see what's happening here. This is about customers experiences This is about values users here. It's about clients specific lines. I see her and trainings and this is about the XP and like events so When you say, okay, this this looks like a very nice way to Lead our customers then you can transfer these two segments. So when you can do that You can see that there are these segments here when you've created these segments from that moment on every page visit will be Categorized and this is also like a part of an AI so every person that visits a page on the drop salt website will be run against these segments so that we can like try to Determine what kind of user you are. Are you an applicant? Are you if you were looking at jobs? You will probably Looking for a job, right? Now we can push a little bit Contact form get in touch we want to we want to talk with you for example But it gets more interesting because not only can we automatically detect based on these segments, but we can do Some manual rules as well and these manual rules make it really powerful You could say applicants from Belgium because we also geocode the IP address Let me add a rule here to illustrate that country you could do country or country or city You could say a people from Portland that are applicants. We might want to push them a separate form Separate one from the like the international application form and this way you can really tailor your web experience to the needs of the visitors these segments Overview are also pushed to Drupal and this is what the Drupal integration does. We created an open source this module It's the drop solid personalization module and it Works very nicely with a Drupal. You know me module And I'm now going to switch to the CMS side. Oh, this is a florista website, which you saw in the movie I've I'm logged in as an administrator and here you see the purple rain page What is there special here? You see here there are two buttons When I as an anonymous visitor open this page, there is only one button This is because I'm in this specific segment Of course, it's very hard if you want to test this functionality I need to show different behavior. So therefore we created a browser plug-in attention, let me refresh the page here I'm not We've created an extension here, which allows us to Switch to different segments so that we can see how the content would look for a different segment So now I'm in the mother's day segment And then you see this content shows up for the mother's day visitors people that came from the Instagram campaign They clicked on mother's day. They will be shown this button if they come from another segment or whatever They will see the more creative ideas they will get different content You always of course need to give it some fallback content because Google will index your site It will also need to see some things right How does it work in the Drupal backend? Here you see these are the buttons of course as an administrator you want to see all the content But when you edit this You can see that there is a field Here in the bottom, you know me segment selection Which is the Apache you know me segment and here you can select the segments that are from the CDP so it connects through the Repsolid module which actually just connects to Apache you know me and then fetches the segment so that you can select Which segment wants to see this content? I hope you can see this and understand this because this is really cool and then the Moutik part so We want these people to convert and converting for us means also getting their details And we want to see these things flowing to Moutik. So I have a Moutik install here Here you can see in the contact tab. You will see the context of Moutik Yesterday, we did some tests Wesley and I let's see he's still there and when a person interacts with the site There's also a tracking script. You will see that the interactions get Saved in like the tracking and the moment they convert We know it here and you can see the details of this person the things that they entered and See if I have a more complete user Okay You see I entered my deals here What else did I need to tell you I think? Personalization in Drupal PDP I Think that's the most important part. So here you see connection details also in the platform There are some settings because he also integrate with Google I think and Moutik You can use the tracking script from the real product platform But actually this is just some Yava script that we generate for you You could also write this yourself and this is no I Think this is it for the like the Demonstration I hope you understand this and I think now we can switch to do it on your machine like the workshop part of it Wesley do you think that's a good idea? Yes, yes, okay, so if you are ready to Do this on your machine you can follow along I've prepared some slides. I've also Done it and you can follow the steps along if you're not going to do it on your machine But I think you should try it because it's Fairly easy to do the only thing that you need is PHP and Composer. We were not going to set up database and everything We are using the Drupal Installation so it will run like like a charm The point is set up your Drupal and I've prepared all the code and the scripts on this gist So if you find this URL we can Find the gist. It's like a Script with all the stuff that we need to do If you if you're stuck at any moment just raise your hand and I'll come to you and help you out While you're typing that are there questions You know me Yes, so the question is We're looking at Maltic and you know me it doesn't look that Maltic requires you know me and that is absolutely correct So Maltic could also be used in a standalone way. It's a marketing automation tool. It's Long story short it sends emails If you're interested in more details about my route is also here. She knows everything about it She's a project lead so you know like everything about it, but a little More a little longer explanation is you can set up campaigns They get you can create forms you can set white paper downloads and all these kind of things. So It's an advanced marketing automation tool that is open source and up as you know me is a CDP which captures client data Which captures consents and saves it into an elastic search database So but you can combine them and have them work together. That's what we at Drupal Also focus on like like I have a digital experience platform that combines these tools seamlessly together Next question. Hi I Noticed when you were doing the Drupal portion you had multiple buttons for the different segments when those I Was curious about how those are rendered For someone who gets to the pages there's some job like is that HTML for all the buttons on the page? And then you just show the one or they rendered It's a good question. Yeah, so the question yeah What happens is we're only rendering the page for the specific user and It's gonna render service site So we also have a very based on the segments or the properties that you have as a user so this way we can also test these things for specific segments and Also, we also have a JavaScript snippet which also does this for front-end application So you could also do this a render the full HTML and then just toggle a visibility with JavaScript based on the segments That you're in so you can do both both ways But in the Drupal module that isn't on Drupal.org. It's just this place for the specific User that you see server side There's a follow-up question wasn't I was just going to say the JavaScript thing is for we use it for non Drupal sites is Is there a corresponding cache tag for Drupal that's specific? It's using the HTTP standard very very Okay, so we can use Drupal's caching system to cache all the different segments. Yes Yeah, there's one conflict with internal page cache, but for the rest everything with caching just works Awesome. Thank you More questions No more questions. Let's dive into it then So with this script the first step is to download Drupal. This unzips a Drupal with Database not a MySQL database, but The name On the tip of my tongue SQLite SQLite database and a run it on your machine then you will need to install these composer These Drupal modules or the Unomi module the Drup solid personalization module which builds on top of the Unomi module Mardic paragraph which will connect to Mardic and The asset injector which will allow you to inject the JavaScript or tracking on your website then with the script on the bottom you can start this Start you can start this Drupal site and it's the demo Unomi So this is the Drupal provided Unomi website which has content which has recipes and everything in there Or you can just run it locally If there's no hesitations or People yelling I'm going to go to the next one Please let me know if I'm going too fast You don't have to type this by the way in the gist all this code is there You can just copy paste it for people that are typing it Then in our Drupal we're going to Set things up and install required modules We're going to the modules overview page and install the uninstall the internal page cache module Where are you? So install uninstall internal page cache exactly I Cannot explain in detail. I haven't built the drop solid personalization module myself But I could give you more details about that if you're interested Let's let's let's connect at the end, right? I'm really interested in your question So there are based cash Then you need to enable the Drupal personalization module modic paragraph and asset injector module I'm going to fast Yeah, I see some people are following so I'm going to hold there a little bit Enabling them in Drupal looks like this You might know this cream then we're going to add a tracking scripts The CDP. Yes, Ruth has a question. Obviously Wesley will come to you good in in the This is the tracking script that passion only provides to Capture all the events on the front end so that we can start building a profile on the user We will need to put this in the asset injector asset injector is a module that allows you to add JavaScript in the header of your Drupal website and We will I put a script in the gist So take it just grab it there and put it in asset injector small detail asset injector doesn't allow a script tag so you need like Remove those and then it will surround it with script tags for you. It looks like this. Click on the add button enter the JavaScript and then We need another script because we're going to do it with UTM and we're going to go from the Instagram campaign We're going to go from the UTM campaign So therefore we also need UTM parameters in our CDP now CDP and this is actually a cool detail Allows you to from the front end add properties to a user object. It's not hard coded. So here in JavaScript in the front end we add UTM campaign as a property To our user profile You see change capture dot te utm campaign by doing this It will just add as property to user you can add whatever property you want to the user profile like this if you say okay, I want this person to have an object with things that I saw on the shop or Categories that I've filtered on our search terms that I looked for on the website You can just add them like that and then also in the segmentation People that have been looking for this kind of products in this segment people that have been looking for these kind of products in another segment and show them different things on the website It's really powerful, right? but so this script as you attempt campaign parameter to our customer profile and Changes the capture. So like that's it flow to Apache, you know coming along. There we go and Then we have our last JavaScript Which is the Matic tracking script because we're using multiple tools Matic also does some tracking for the page visits And these kind of things so Matic also has a tracking script. It's also in the gist We also create an asset for that It looks like this And you can fetch it on Matic Or in Matic you see here on the configuration tracking settings There is the tracking script which you can then use in your Drupal website in the asset injector I've also added it to the gist It should look like this in your Drupal. I should have Matic script the personalization script and the UTM script So, yeah, you can just copy all the scripts just repeating You just copy all the scripts from the gist and then make each of them and Then you're golden I guess Okay Then we need to configure Matic so that it will Link with Drupal. So in Drupal we want to select a form But we're not going to code it. We're not going to use iframes and stuff like that We just want a reference to the form. How are we going to do that? We enabled the Matic Paragraphs module In Matic we need to set up a noR2 key I've created a Matic for you so you can navigate to the URL on top here It's also in the gist and Create yourself some credentials This is the username and the password for this Matic or you can log into that create your own credentials if you're Following along the demo you need to do this. You can then go to the API credentials page Create a personal key and secret and Save them in your notes app or already in your Drupal settings form Then we're going to configure this in Drupal. These are the settings. So this is the URL You see it also in the gist. It looks like this in the Drupal Matic settings screen you can choose either basic or OAuth Why is this there? The normal Apache Unomi connector only uses basic OAuth. At drop solid We have our Apache Unomi's behind OAuth. So it's a different kind of security thing If for this demo, I were using Apache Unomi behind OAuth you select that one then you choose HTTPS Use the base URL Client ID in the secret that you just generated. You enter these into your Drupal Then you will see that you have successfully connected Drupal to Matic and you will be able to select Forms in your Drupal Looks like this Okay, and then we're going to configure you know me. So we're going to link you know me to Drupal These are the settings. This is the setting screen. I've also prepared You know me find ID and secret so that you can connect directly which saves you the hassle of setting it up yourself You could do it and in a next demo, we're going to prepare it with Docker images and everything But for now you can just use our cloud version. These are the credentials and Configuring it in Drupal looks like this This is a very similar. You have the Unomi connector Drop solid platform which uses OAuth or you can choose the basic one and then put on the Unomi host Unomi port and For drop solid you use a personalization integration settings client ID and secret if you use the basic house It would give you a user name and a password Yeah, pretty straightforward But it's easy When you save these fields it looks like this you have a success successfully connected to the Drupal platform After that, yeah, we're working with Drupal. Don't forget to clear the cache Okay Then we're going to place our modic form and only show it to a specific segment. So this is a personalization Working. How do we configure this in Drupal? We're going to the administration block page There we're going to click on the place block button You're going to click on the add custom block and there we're going to create a block with a download your Drupal certificate a wonderful picture And we're going to select a specific segment. So I've created a campaign for you in bar campaign for Drupal CompDX And you can select this segment when creating this button. It looks like this Click on place block on the content region or if you wanted to be higher in the page in the highlighted region in your demo website You click on the add custom block button and then here on the bottom of the block We can choose the inbound campaign for Drupal CompDX this Segment selection. This is the personalization at work It will only show this block for the segment that the user is in. This is like This is the magic. This is the source and then Getting it like seeing it working is when you serve one of the recipes and in the demo It's crema catalana and you will see that the form is not there And I would suggest you navigate through the website see some other pages And then when you open a recipe with the UDM campaign because you're coming from the Instagram ad And you see the you see the form then you can enter your details Then you will see in the Mautic instance with your contact details all the surfing behavior that you did the segment that you were Added to and then you can we could for example start mailing you with personalized preferences This is how you could do it So what did you what did you also see in the presentation? We created a browser plugin to test that it's also in the Google Extension store you can just find it there if you have questions about that hit me up We're more than happy to talk about them. We also use launchpad for local development, but We're going to move to maybe get pot or something else We also have a Apache you know me Google data studio plugin because I've showed it in the platform There were some Dashboards, but of course it's more interesting to have them in your dashboarding system So that's why we created the data studio Google data studio plugins so you can integrate this, you know me data into your custom reporting And we're done In the future we can there's much more kind of things that you can personalize on we have some clients that are experimenting with When in Belgium, we have a corona barometer. So when corona is high We want to show them different content when corona is low We want to show them different content because in a in a dense city and the corona barometer is high Maybe you want the people to go to parks outside of the city and when corona is low You want the people to go into the museums because there's not too much people And so these are cool personalization kind of things you could do that all in Drupal Of course you can do it in Drupal, but if it's automatically based on an external system and the segment People are added to the segment. You don't have to change the thing in Drupal And you will automatically change the content for the people Another alternative how there's many many many cool things that you can do with it Okay, I think this is the end of our presentation. So time for our closing notes right on time because we have only five more minutes I added the docker-compose files if you want to do Apache you know me with docker-compose or Mautic with docker-compose. You could check those out I will also share them and they will also be in the on the Drupal consite so you can Start playing with that locally if you want to really run them locally and That's it so This is the Drupal Top-solid open digital experience platform, and if you're interested in more details certainly Contact us Can you do this yourself? Well, yeah, we've just run around it If you're more interested in getting it to work on your It can work with whatever site you have so if you want your site to connect to the DrupSolid platform for the CDP and your own Mautic or you want to have your own Mautic with Drupal on our side or you want to run your own You know me with our AI all these combinations are possible. So we are really open Hit us up if you're interested in more details That's it I think We have four more minutes. So some questions. It's certainly not a not a problem Yes Yeah, I'm just I'm curious from a sort of a high-level big picture I worked in the public sector in Canada and we've got we need to follow pretty strict privacy and Disclosure information. So when you're using this kind of combination of tools And I know Europe has got very strict standards in this area as well Can you just talk a little bit about some of the strategies you use or what points do you engage people to let them know in terms of their tracking and How to consent? Yeah, good question. So A passion only has on their website that it's great with a GDPR like in Built-in. So there is also an opt-in mechanism and opt-in Let's say field or or thing in a passion only and it's also Following European regulations so opt-in expires. So that's that's for that part, of course at Drupal We also have the EU EU cookie compliance module which also follows you regulations at Drupal it We use that one a lot. We also contributed to it. So I think that's always a good idea to be in the front end compliant and You could use that one just for the consent as well The only difference there is if you have multiple sites with the EU cookie compliance module You will have multiple cookies that you need to click through because there are different domains if you use the Consent centrally in the user profile, then you know it in the CDP. So you know it across the multiple domains. That's like multiple strategies to tackle that In the CDP It's saved data on the customer so We also have some clients that are let's say GDPR sensitive And they run their own CDP on in the data center They don't want this customer data to be in the cloud and then our AI system does the discovery and Segmentation in the cloud that we connect their CDP in their data center So if it's really like sensitive for your customer like government, you could run the CDP on your systems And then it's in-house and Formatic it's the same. It's like Drupal. You can run it in the cloud, but you could also run it yourself. So I think that's Let's answer that question So I'm gonna repeat the question. Can we compare Matic with Pardo? I Personally have no experience with Pardo. I've seen it being compared in some Like CDP and marketing automation comparisons. I think maybe that's something that Ruth can can elaborate on a little more She knows more than me about this so But also if you're like maybe we can go into detail after the session. I think we have one more minute So I have some things that I know about it, but yeah Yeah Let's conclude here then thank you for attending the session and have a enjoy your keynote and the rest of the conference. Thank you