Ard Schrijvers - HGT14 - Speaker Deck

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam The hairdresser / marketer dilemma Club Trouw - Wibautstraat 127, Amsterdam, 16/05/2014 Ard Schrijvers, [email protected], [email protected] follow the Hippo trail 16 May 2014 Club Trouw, Amsterdam

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail The hairdresser dilemma

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail The hairdresser dilemma

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail The hairdresser dilemma

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam Given that 1. My hair was too long 2. There was this upcoming party with a girl I really liked 3. I thought hair did matter Should I visit the hairdresser? follow the Hippo trail The hairdresser dilemma

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam 1. What are the odds I could convert the girl without visiting the hairdresser? 2. What are the odds the hairdresser screwed up my hair (like the last time when I asked only to cut the split ends)? 3. If the hairdresser wouldn’t mess up my nice hair parting, how much would my conversion rate increase? follow the Hippo trail Should I visit the hairdresser?

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail The hairdresser dilemma Balance urgency and value vs risk

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail Back to the present and the HST

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail HST in a nutshell 1. It’s not a toolkit but a framework 2. Its main phases can be divided in a. A matching & link rewriting phase b. A processing phase (default a HMVC pattern) 3. The configuration for (2) is stored in the repository and runtime modifiable 4. It’s primarily content driven, not page driven: Hippo CMS manages content & page definitions, not pages.

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail HST configuration 1. Stored in the repository 2. Optionally bootstrapped during startup 3. In production changed through the channel manager by webmasters

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail HST configuration ambiguity From a developer pov it is more like configuration But for a marketer, it is more like content

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail HST configuration ambiguity

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail A common scenario The marketer has HST configuration changes (content) in production But wants a new deploy because of upcoming event requiring new features The developer needs to bootstrap changes into production configuration

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail The marketer’s nightmare

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail The marketer dilemma Balance urgency and value vs risk

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail Some not so scary math! 1. In the US there are about 700.000 hairdressers 2. The US has a population of about 300.000.000 3. Extrapolation results in ~ 16.000.000 hairdressers worldwide 4. There are about 18.000.000 developers worldwide

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail Developers and hairdressers When I was young: Should I visit the hairdresser and take the risk? The marketer: Should (s)he go to the developer and take the risk? For the young version of me and the marketer, hairdressers and developers have a lot in common

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam Personally I don’t have the hairdresser problem anymore follow the Hippo trail The hairdresser dilemma solved

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail 7.9 partially solves the marketer dilemma

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam follow the Hippo trail How can I get this improvement?

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam HST model loading went from 7.8 immutable in memory model to 7.9 append-only reusable in memory model follow the Hippo trail Performance of HST model loading

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam Resulting in much faster and scalable HST model reloads follow the Hippo trail Performance of HST model loading

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Hippo Gettogether 2014 Hippo Gettogether 2014 16 May 2014 Club Trouw, Amsterdam Please realize there are: 1. 1500+ sites in the demo! 2. Changing the color of a component in a page triggers a HST model reload! 3. We are not changing a document, but a page definition! follow the Hippo trail Demo for model reloads