okay so once again hi and welcome everyone to this webinar presented by commerce to Santa Maria and thanks for taking the time to play a little password pinger with us there are heaps of passwords in our industry and like in any other good industry and today we're gonna be focusing on three of them those are personalization omni-channel and headless and we're gonna talk about what's actually the real deal behind them I'm joined by Topher Superman from oh yeah hey Christopher hey Ron yeah yeah maybe just introduce myself quick my name's Christopher Zimmerman you can call me Topher I've been a developer for about 20 years most of that in web and been involved in a number of startups and worked at agencies and so forth and now for about five years I've been at Magnolia first on the core team and most recently as a product manager and due to my background I've I still have a big focus on kind of the developer experience of using Magnolia ok thanks and then Romans Anna from Commerce tools I work here as a Content writer an industry analyst and mainly producing content when white papers and also taking a look at what the that you must earn scape looks like okay so some logistics for this webinar so we're gonna be we're gonna have like 30 minutes of presentation and afterwards a little Q&A session you can use the Q&A functionality in in zoom to ask your questions and then we collect them and then discuss them afterwards and after the the webinars finished we will send you the recording as well as the slides so you can revisit our content okay so Topher what do you want to talk about today yeah Roman today I want to do a deep dive drill down and loop you in all the synergies of streamlining customer centric core competencies and cross-discipline teams inside and outside of the box to disrupt the silos and optimize the paradigm shifts and value propositions well bingo okay but but seriously what yeah I want to just cover like the three probably most hyped buzzwords and digital marketing but the point is that they they really aren't overhyped I mean these are three very established approaches that have proven that they're basically worth their buzz so I wanted to kick off with personalization okay so the state is yours okay yeah you know without personalization every visitor is it going to experience a website in exactly the same way regardless with a browsing history their location their user profile or even in their shopping history and and visitors are gonna feel alike and doesn't the site know me why isn't it helping me reach my goals such as making my purchase so to just have the shortest definition you know it's it's a digital experience such as a website that is customized for you based on some information so I've created some very complicated diagrams to illustrate this with a regular website you basically have the same content for everyone you've got your content in your CMS on the left side it's going through some kind of experience and delivery and every visitor or Stan and Jan in this case are gonna see the same thing whereas when we have a personalized website we have different content for everyone not that every single person has the different experience but depending on who you are you can have a tailored experience that's more relevant for you in this example which is a really common use case we have a kind of a pool of content here a B and C they're going through some kind of experience and delivery and the different visitors based on some kind of information are getting different content in this case Stan is getting a and C and Jan is getting B and C so just to get a little more concrete as I was kind of preparing for the webinar I was checking out optimize Lee's website and the website looked nice and I was kind of struck as I was browsing down the homepage that all of the customer case studies profiled on the homepage were like German either a German web site or the or the German train station as like wait a minute my slee they're not just operating in Europe and so I went ahead and logged in to a server that I have running in the States and visited the same web site and sure enough they have their case studies personalized based on location so as a visitor I don't they don't have to even analyze any behavior I don't have to be logged in but already they can be making something that's more relevant for me yeah so just to just just make it clear like what are the benefits so it's definitely a win-win kind of thing so visitors are getting more relevant content and website owners are getting more conversions whatever you're trying to do with your website and you'll find a wealth of statistics on how fantastic personalization is of course it really depends on how you implement it so that's what I wanted to get to next like what does it actually mean to do personalization how do you do it and this really the way I see it there's really two key components to it so obviously in order to personalize something you need to know something about your visitor so somehow you need some data to perform the personalization or to divide your your your visitors into segments that's the first part and the second part is that well once you know who they are which content do you want to give them how do you decide what to give them maybe manage or create all that content that's kind of the second component and I mostly want to talk about the the how you personalize part the data part so there's two key types of data for personalization and that's explicit which is basically stuff that the user told me directly and implicit which is something that I somehow figured out about the user so let's look at explicit user told me so when they registered with your website you know what are some ways to get people to give you some information well let's give them something so that would be you know maybe providing them a cool video a demo a whitepaper sign up to an interesting email list and that would typically then be going into your CRM it might be even more straightforward I mean think about think about where you give your your interests such as like a YouTube where you're gonna subscribe to specific channels a lot of websites want to give you special messaging based on whether you're your b2b or whether it's a bit of C scenario such as for example like Dell computer or many of those kind of manufacturers they're gonna ask you hey are you interested in in business or in personal and then another option would be that you're connecting to a social service such as Facebook now typically you're not gonna be able to just get facebook information on your visitor unless they authorize you to do so so you would make a connection to Facebook and the the user would opt in to that and then another really good example which goes beyond the digital space would be like a loyalty program signup so many of us have a card associated with our grocery store which is like a loyalty program and when we sign up for that we're often giving them information like maybe our birthdate or where we live and this can then be used in the digital space as well so what's an example of how we could use that information well I'll come back to this example but age groups so if somebody is for example over 30 or under 30 they might be interested in different financial products or for example in a if they're traveling they might have different destinations or you might want to just show them different imagery even if it's the same destination and then another common use case would be like if you have different you might have different campaigns that that are are more relevant for for one group or the other okay that was explicit implicit is the things that you that you figured out about the visitor so we already saw an example of that with geolocation from the IP address you could also use that for airline deals for example that are relevant just to where the visitors is visiting from or visiting from yeah another nice one is you know based on their behavior on the website is this the first time they've come to your website or have they been there many times if you're gonna show them a email registration you might only want to show that on the first visit when they come back again you don't want to irritate them with too many pop-ups something like that or for example like a newspaper like the New York Times they have a paywall but they let you have ten free articles so they're in a sense personalizing your experience based on how often you're visiting the site a really powerful one is looking at their behavior on the website or things that they're adding to their cart if it's a shopping scenario and a last one there would be maybe they're visiting your website already coming from a campaign that you're running on some sort of advertisement network then you're gonna have some information in the URL you know what campaign they came in on and you can keep on emphasizing that campaign in your website to maximize that and the cool thing about that is that those are all anonymous they you can do with an anonymous visitor so it's really within within grasp now if we take it to the next level we can talk about a registered member and again if somebody has signed up through one of these offers to get a white paper or something you might have them in your CRM or for a different reason have them in your CRM and then you can really start associating any information they gave you directly with this implicit information from repeat visits also the loyalty card program this is a an incredible wealth of information that that you can glean data from from there shopping behavior over years that you're at you're at a grocery store or in an another retail venue another thing that's interesting about this browsing behavior is you can even craft your website in such a way that you're going to be learning something about the visitor not just allowing them to navigate your site and I'll show you an example of that and then as far as the cart a really common one would be that you know they're they're going to the checkout process and you can do a cross sell or an upsell right at the end and show other items that are - the one item or maybe even - the combination of items that they have in their cart what I wanted to also mention in particular was this customer status so this is an interesting opportunity for example in a telecom scenario they're already a customer but they're at a certain level you know maybe they maybe they're at a lower bandwidth plan and you can you know then upsell them to a higher bandwidth plan there's certain offers that only makes sense based on which level they're already at for or if they're a silver member you can offer them then the gold so there's like a progression that a customer can take so here's an example of that behavior based personalization this is the Magnolia demo website we have a scenario about travel and right away on the home page we have this question which tour type are you it's active cultural or off-the-beaten-path so this is of course right away right away a nice way for the visitor to discover some tours that are related to one of these things would take them to a separate page they can browse all those tours that are related to that but in addition we can remember that choice that they made and when we come back to the home page or if there's other places sidebars we can already start personalizing the website based on this information that the visitor gave us so now when the user browses around they come back to the home page we don't need to ask them anymore what they're interested in we can right away be be promoting the the featured tours in that category so we've seen that you can do some very sophisticated things what is the state of retail and personalization and it's true that there's a lot of really advanced implementations out there but don't let that get you down of course all the case studies out there are of the fancy implementations but in our experience many of our customers either haven't gotten started or they're just getting started with personalization we even have some of our large retail one of our large retail customers actually has one of these loyalty programs from a huge network of brick and mortar stores which they have not yet to sync they have not yet synched up with their with their digital website so it can be a mixed blessing is what I want to say if you have all that information because it can be hard to figure out how to most effectively use it I also wanted to mention just kind of though some of the challenges that are out there targeting can be very useful but you can go a little bit too far so I have one example there's the retail chain target in the United States based in my hometown actually of Minneapolis and they did some you know fantastic analysis of their loyalty plan shopping and they realized that the even could create for their visitors like a pregnancy prediction score and then they were sending out physical coupons in the mail for products that somebody would want because they even knew when the due date was based on their previous shopping habits but there's a story I'm sure this happened more than once that an angry man came into one of the brick-and-mortar stores and said hey why did you send this mailer to my daughter she's not pregnant and of course the store owner apologized much or how that happened or why that happened and it turned out later that she was indeed pregnant so the moral the story is yes you can achieve something with personalization and you can really help your visitors but you can go too far as well so just to wrap up the section on personalization I wanted to offer a few tips like I said before a lot of people haven't gotten started and I would really recommend that you go ahead and start and it doesn't need to be something sophisticated in fact I really recommend starting simple and one of the reasons to start is that you're going to need to do some iteration on it you're gonna have to do some exploration on what's working best and a reason to start simple is that if you start with a very complicated scenario it can be quite difficult than to even see the judge how its performing and it can be too difficult for your content authors to even manage all the different different options going different visitors so start simple for example maybe just consider your most important segments I have that example again of maybe your your 8 based on age based on young visitors or all visitors and a really easy technique to effectively do some personalization personalization on your website would be to tag your content based on those segments so go ahead let's say it's tours you could you know tag the tour which is you know related to amusement parks or something like that for the for your younger crowd and the ones that are more about wining and dining for your older crowd and then once your content is tagged like that you don't even need to create new content to do the personalization you can just tag your existing content and then based on the data that you have of the users just tease the content inside bars on the whole page for the content that's relevant for those visitors all right so let's get to our next topic headless yes and that's a funny term because yes because it it somehow suggests that you know if you don't have a head you maybe you don't even have a brain and then and then the question is whether this is at all something that you actually want to have in your text a kiss application so yeah that's interesting I mean from the from their from them which is the word of it exactly how do you promote less yes let's okay what is it what is headless personalization is pretty pretty pretty good a buzz word you can understand what it's about headless not so much it goes by a few other aliases such as API first or a decoupled and the key to understanding it is what does head refer to so the head of a digital property is referring to what's really being delivered to the end-user so it's it's that mobile app it's the web page so what does it mean if we take that away well for CMS a headless CMS is that just about managing the content but it doesn't deliver the experience or generate the experience for the user anymore it's not what it's about it's just about managing the content there's an e-commerce system it's about managing the products and about managing the transactions but for any front-end it doesn't deliver a front-end and the way this works that's why it's called sometimes called API first is that your cousin is getting delivered by a REST API okay so explaining buzzwords with other buzzwords maybe not that helpful what's the REST API so it's actually pretty simple so that's probably why it's so popular in the same way that you get a web page for via a URL in a browser a REST API is the same thing it's a URL in a browser but instead of giving you a rendered content you just get the pure data usually as JSON and I can show you an example of that in a bit so again a complicated diagram so there's a full CMS it's covering the content and the experience and delivery and sending that to the visitor with a headless CMS we're reducing that just to the content management and then making that available by api's for the delivery and to the visitor so that doesn't look still it doesn't look that attractive why what's so exciting about a headless CMS when a full CMS gives me kind of the end-to-end solution whereas the headless CMS is more just it's almost like a service well that's exactly the benefit there's a lot of enthusiasm for micro service architecture and it's going in that direction and it basically is making things more flexible let's get to the key benefits so when I say many things more flexible it's easy to connect it to other systems so if we have the full CMS yeah it gives me that rendering and the templating but what if I don't want it what if what if I just want that content management and I want to connect to some other system like an e-commerce system or or some existing delivery system that my my company is already developed in the same way that it's easy to connect to systems it's easy to connect it to other front-end technologies and delivery channels so that would typically be like a mobile app or a JavaScript front-end app this is great for developers because they don't need to learn the templating system of a particular CMS they can just learn you know react or angular or use whatever templating system they already know and just connect to your CMS and get the content you can also start projects a lot faster typically and the reason for this is that you're decoupling your content management with the the templating and the website development and this means that you can start entering content right away if you're if you're a team you don't even have developers yet you haven't sourced them yet you can still start your project get your content together and when your developers come online they can work in parallel so that's another advantage that you can work in parallel on content and on the experience and then a forest like key advantage is that your content is future-proof and what does that mean well when you're working in a in a full CMS it can be the case that your content is tied to the web page so it's really only usable with that one style that you've developed with that one implementation of your website whereas what you really want to do is make content that's more raw just the content and then you can use it with other devices that aren't even here yet or those social channels that aren't you in here yet and just a side note we talked about before with personalization the benefit for the visitor headless is not really a customer facing feature it's really the the key benefit is for the provider yeah just a few examples already mentioned the mobile app JavaScript web apps but we can also talk about kiosks in-store we could talk about chat BOTS in a website or something like a smart speaker yeah for example you know in our case we have a big real tip retail customer that already had their own delivery platform and their own front-end and all they needed was a tool to manage the marketing content and the experience and what was nice is that we were able to provide them something that didn't deliver the final webpage but was able to solve their problem of working on the marketing content and connect it to their existing systems so let's take a look at this I wanted just to show a quick demo of like a smart speaker so this is the Magnolia interface and it is a full CMS but you can use it a headless fashion and here going to be driving into something that's very typical - like a headless EMS that would be like one content type and again in our demo it stores so if we would click into that we'd get a list of all our tours we click into one of our tours and again this is a typical kind of form based editing environment and the benefit is that it's very it's just raw content I'm not dealing with the presentation side at all then I could use that on a website there was the surfin Safari I can tease it there I can have a nice full page showing that website but what about the API so just like I can hit a page and get the rendered website I can hit an API and now I just get that raw content deliver it in JSON it's all the same content but without the formatting and we actually developed this demo before there were smart speakers so this kind of demonstrates the future-proof side of it we went ahead and just this is not live we made a demo of connecting the Alexus skill to our Magnolia live demo so here's how that works Alexa Magnolia travels yo dog welcome to magnolias travels what do you want to do or where do you want to go I'd like to go surfing I found one for you surfing Safari wants out details yeah sure famous for its stunning beaches and turquoise waters Sri Lanka is a sight to behold it's also one of the best places to go surfing in the magical Indian Ocean known as a year-round surfing destination Alexis oh yeah so that kind of shows you the the future-proof side of it it's something that's gonna be ready for any new channels that come along but we also have some challenges with headless so one of the big ones is that there's no like what you see is what you get content preview so your authors are kind of disconnected can become disconnected from how their content is actually used and that's not really great for a marketer that really wants to control an experience another downside is that you know now you you're gonna need your developers again when you want to make a change in that mobile app so that's kind of a bummer because that's really one of the main advantages of a CMS is kind of empowering self-service for non-technical staff the other side related to that is like experience management working in a forum isn't really the best you really can't create a rich experience a rich product page or a story so I wanted to show you a little bit of how Magnolia has handled that here was this form based editing okay it worked in this case but I really couldn't create something much richer than a pate then you know a body with the description whereas sometimes I want to mix videos images tweets all that kind of all those kind of different content types and one story and that's why we created what we call the stories editor and this gives us a very fluid way to create a rich story where I can mix all those content types all in one content item and the benefit is that you can create an experience a story also a product universe type page while still create generating future-proof content so we've ensured that the content that's created here can be used to generate a web page but also any other type of experience now just to come back to this diagram I've a slightly more refined view of that above we have the traditional CMS where we're generating a web page and generating HTML pages versus the headless CMS where we're generating api's generating JSON for a different delivery system and I just wanted to throw out a new buzzword for you for just for today hybrid headless we've basically just combined you notice that the left side was the same and this is really the way Magnolia operates we have one CMS we can deliver pages from it or we can deliver an API from it and that lets us kind of handle all the cases and an especially interesting case that kind of solves that challenge that marketers can't create an experience anymore you know in a headless scenario we can even have an API coming out of the the pages that people are building so even though they're using this WYSIWYG editor we can still instead of delivering a rendered web page we can deliver the JSON that then a developer can use within the app so you've got the kind of the best of both worlds the marketer can still create an experience you're still delivering JSON from that and the developer can make a flexible enough app that can accommodate this dynamic content coming from the CMS I was wondering Roman if you could also say a few words about how headless works in commerce tools exactly it's so I'd say almost all of what you said about you know how how people can deal with content in a headless world also applies to in this case product data or everything else that that you know from the common space so if you imagine that the prototypical equipments process it's all about fetching product data and then sending information such as checkout information the the basket Shopping Cart and these things so everything that that you know from regular web stores also can be done via a headless system it just means that as we've said before that you only have like the the body and the body is basically responsible for maintaining all those data and them sure that all the transactions are being stored and then everything is pushed back to the front-end to any front-end really and by the API so front-end could be as we've seen a website will also be a voice interface chat board artificial intelligence no I mean I want reality app these these types of interfaces that people are using to get inspired about their favorite products and what you can see here is basically our idea of inserting and we actually call injecting commerce functionality into any CMS in this case we see but because we don't have a head and we don't have a CMS in build obviously what we can do is insert little bits of functionality into the CMS so that marketers can then take those bits and pieces say product images or you know prices or or buttons checkout buttons or information about the cart and then insert them into the overall experience so in this way you could create really a nice user experience combining nice images and videos and then longer texts with e-commerce related information and this is also or this can only be done by using a I have the system so that like ow if we had a front-end obviously this would get in the way but we don't we don't have the front end it's very easy to integrate in this case we know yeah and comments to inspire s API yeah low by a lot by delivering less you're you're actually solving the the customers problem better yes if we you know depending on the customer it just gives you that flexibility yeah okay well I think that that wraps up the headless portion the last buzzword want to get to today is omni-channel that's yeah that's the best that's the best buzzword come on Omni only it does everything for you I really couldn't resist throwing in an image from this magazine from the 80s so yeah kind of dates me I don't know if anybody knows it but it it's a wonderful magazine covering like sci-fi and all the newest stuff that was coming out so I think it's kind of relevant for omni-channel yeah so what is it it's basically just having all the channels right it's just if you have a website a mobile app some social integration Instagram I'm omni-channel right not exactly I think what that would be the multi-channel once those things get integrated and omni-channel is about that integration side of it so I like this quote from HubSpot website it's a multi-channel approach to marketing but it's creating an integrated and cohesive customer experience that's really what it's all about and very often omni-channel is referring to the intersection between physical in-store experiences and the digital world so it's often about making that connection even if it can also refer to the digital world I also love this came across this list of all the channels all the channels was probably over a hundred ifferent channels including sandwich boards and smells yeah there's there's you can go you can go wild with this stuff let's have another diagram so this would be the multi-channel case I've got I do have a lot of channels coming in and each one of them may have their own content that's driving him and that can be the problem you know worst case scenario would be or a multi-channel fail would be I'm getting a discount through one channel and on another channel I don't see it you know or I started I start up purchase in one place and nobody else knows about it that's just disrupting my experience in omni-channel we still have all the channels but it's it's not different content it's one content and it's not even just content it's really it's like one story or one journey that your visitor is going on and this is really the focus you know what our customer how are you do want to interact with us or how do they want to interact with you let them do that through whatever channel makes sense to them but make it all work together that's omni-channel so benefits visitors get the integrated seamless experience they can do what they want to do and as a function of that website owners are gonna get more conversions and how many channel is going to ways because we're linking those experiences from those different channels together it's all part of one journey we're gonna be getting a lot of information back about the customer we're gonna know where they are on their journey and that can be very useful ok you can see I have a thing for target here they come up in this example as well this is really common use case which is click and Collect so I'm starting a shopping experience online maybe on my phone start on my phone while I'm an even in the store or somewhere else and then I pick it up on my website on the website on a desktop and then when I make the final purchase instead of having a having it mailed to me I might want it the next day or the same day and I can send that card basically to the local store and then go collect it myself and that's a great customer experience they can get it when they want it they can choose maybe if they want it sent to them or if they want to pick it up so that's kind of that first example another one we've heard about a lot is like location-based you know when they're and then maybe you're using a Bluetooth beacon and you can give somebody an offer that's relevant to where they are maybe they're near your store and then they can just go right in your store we can bring the digital world into venues like a kiosk we have we have some customers that have done some very nice work with kiosks and stores also displays an airport can be driven by your content platform just gonna cruise through this of course you can integrate with other services we have a nice example there's a cinema called Pat the cinema chain which they on their website they really wanted to consider the full experience so they right away in their mobile app leveraged other platforms such in this case it was doodle for organizing a date and what's that for contacting their friends where you could once you wanted to see a movie you could right away invite all your friends to see the same movie find a date and then of course you're gonna go and meet in the actual venue a few tips so Albany channel isn't multi-channel but multi-channel is a is a foundation for it so you do want to get your content in one place and have that content available on all the channels as a starting point and then just like in personalization I really recommend starting with a focused goal like one project or one typical customer journey your most important customer journey and then at my volley we've been doing a lot of customer research and this is something that we heard again and again from our customers is that omni-channel it you can't just have B in the website department and making decision to do omni-channel it's well corporate-level decision because it's gonna cross all your departments and you're gonna want to align your departments on your goals you know just as an example you know if you're incentivize one is is in charge of your store your bricks and mortar store another one in charge of your website and they have different incentives your your website owner isn't gonna want them to look at it on the website and then go make a purchase in the store or likewise in the store they're not gonna want to have you you know just browse the material in the store and then go home and order it online but if we're thinking of it not from your departments point of view but from the customers point of view you that's exactly what you want you want them to be experiencing your brand in whatever location makes no sense for them and that's why you need to align your departments on the goals yeah so those the buzzwords that we wanted to cover just wanted to wrap it up you've probably already noticed that they really work together you know there's four omni-channel to actually work you need to know where they are in the experience and that's a form of personalization so those two are tied together if you want to be reaching more and more channels like the mobile phone or smart watch or alexa then you're going to want to have like some headless implementation or hybrid headless and in the same way when you're working with headless that can also be personalized so these things are not in silos they're all working together with each other we can see the master diagram where all the things are working together now we have not just one story but maybe some similar stories one for Jan one for every visitor they're gonna have their own story they're gonna have their own content that makes sense to them in that story and that's gonna be delivered into the channels that that that they want including including over headless channels and you're going to be getting a feedback about all your customers that you can do to further improve the I hope I've been able to convince you today that there really is something buying the buzz and hopefully I've given you maybe a few ideas or a spark to take the plunge into one of them if you haven't already and to execute these it's going to work out best if you have a really solid content management or e-commerce system to implement them with that either provides some of those features maybe out of the box or gives you a flexible platform that you can use to build upon and integrate with and with that I just like to have a few closing words about each of our products so Roman can you speak say something about Commerce tools yes so first of all thanks to a presentation and yeah come on stools and we'd like to say it's a it's a commerce platform in the cloud and if we say cloud we mean like real cloud so it's a it's a it's an application that runs in the cloud it's a multi-tenant application and built foreign in the cloud and it's surprise it's a headless platform right so it's a headless ammos platform that as I said it's built without a specific front-end but enabling retailers and brands to to create whatever front-end experience they actually want to create and then able to connect to the platform via their effects or API and this is also what what we like to call which makes it perfect for the so called post web era so everything that's beyond the classic Web Store a web store the classic desktop based web store so beginning from you know mobile apps to you've seen Alexa and we've seen chat BOTS this is something that really lends itself to to an API first software stack and also um inclination with in this case when olya what we like to call experience driven projects where really the front end is built and maintained by all the experiences owned by the by the CMS and then commerce tools can be tied in via by its API we're based in Munich Germany have a couple offices throughout the world serving customers throughout the world and yeah if you want to know more where else please head over to this website and give us a he was a call give us a shout yeah cool okay great thanks yeah then just a few words about Magnolia so we are a CMS and a Content platform and why would you choose Magnolia there's a lot of CMS's out there well what Magnolia is fantastic for is integrations and therefore it's a great fit for a Best of Breed approach where you really want to choose the services that you want to work with and the products that you want to work with and put them together just as an example you want to integrate your CMS you don't want to use the CMS re you want to integrate your CRM in the project you know for example to personalize and to build an omni-channel experience commerce tools and Magnolia work great together we have a lot of customers using our products effectively together and our staff would be really happy to give you a demo of how the products work together it's not something for the webinar today but please get in touch if you'd like to see a demo of how they complement each other all right so thank you very much it's been a pleasure thanks for joining and we'd love to take any questions that you may have yes thank you so I see a question that came in earlier in the session and it's about as far as I understand it the ROI of of the of creating extra content to address different audiences so obviously you have to spend more time creating this content and so it must be worthwhile right worth your while so yeah the question is whether there are any examples or showcases to support this oh I'm afraid I don't have any examples or showcases of it I would just maybe point back to the few of the examples in the in the talk it's a really good question first of all and it can be a burden you you do need to have a certain amount of content but in many cases you may find that you already have the content and it's just about finding the most relevant content from that existing pool for the existing customer just to mention that Optimizely website I mean of course they have a big pool of case studies and all they needed to do was was promote one or two of them that were most relevant to the customer you know or in the case of the Torres example I already have that certain amount of content is just about picking out a few of those that I want to highlight but yeah in other scenarios it certainly can be more work to maintain extra content okay and then another question that's probably on people's mind is basically since last video the last two weeks since the GPR is in in force of course yeah yes so am I mean obviously you'd have to have some some amount of personal data in order to to do your personalization so the question is is it still possible to stay within the law yeah nice experience yeah a very relevant question I should have personalized the talk to include that no it's C yeah gdpr is certainly a concern as everybody is aware by now there is probably the main way to work with it is to ask for consent to use some of your to store some information from your customers gdpr basically if it's required now that you need to ask for consent you need to have the visitor opt-in and even double opt-in you need to check that they really want to be to have whatever analysis you're doing but once they once they do opt in then then you can still do all the same techniques and then it's it's important to distinguish between personal data person personally identifiable information and anonymous data so even if a customer doesn't give there's certain things you wouldn't need to give a customer consent for for example doing the the geolocation based on IP I mean in that case you're not storing any you're not storing any customer information there's nothing particularly about that person so that's those are two considerations anonymous data and you can you can do a lot with anonymous data also even the behavior analysis as long as you're not linking it to a to a specific person then that's that's okay if it's anonymous another thing that's interesting about gdpr is that can actually in a way kind of be beneficial for your approach for one thing you're going to be you you're only going to be contacting users in the way that they want to be contacted which is great that's the way it should be and your your contact lists are going to be much more relevant many many of you have already seen that companies are ensuring that their customers have opted in to their mailing lists so you're going to have just the audience that you really want to speak with and there's another requirement of gdpr that can actually improve your omni-channel experience creation and that is that one of the things you need to do at gdpr is customer needs to be able to if they want they need to be able to request that their data be forgotten the right to be forgotten or to update their content and in order for for us or you as website providers to be able to provide that service you need to put together that may be disparate customer information you've been collecting in order to comply with gdpr so if you haven't all that you need to combine the in-store information the digital information that you might be getting from digit from different channels into one cohesive view of that customer and then if the customer wants to be forgotten okay you can't use that information anymore for those that are fine with you using their information now you can really deliver that omni-channel experience that people are so excited about now okay I hope that answers the question yeah things are otherwise you know we just see your Twitter handle here my twitter handle so people can approach us and yeah we actually run out ran out of time and yeah I think all that's left to say is thanks again for taking part in joining and have a great day thanks Topher yeah thanks for watching us right see you see you soon okay goodbye everybody bye