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Hello guys, welcome back to our channel.

Today in this video we will talk about Laravel WebSocket package, created by Freek and Marcel.

What this package will do, it will help you to develop a real-time system in your Laravel

projects, for example, you can create real-time chat or notifications or any other real-time

system.

This package can handle the server side of WebSockets entirely.

And It completely replaces the need for a service like Pusher and a JavaScript-based

Laravel-echo-server.

If we see the Github repository of this package and open this composer dot json file, Here

you can see Laravel-WebSockets has been built on top of Ratchet.

This is the official website of Ratchet.

It is a PHP library to handle WebSockets.

If you have any core PHP or any Non-Laravel project where you want to implement a real-time

system using WebSockets then you can use this Ratchet PHP library.

Here is the example of chat application which I have developed using Ratchet library, You

can play with this If you want to learn how to implement it on your Non-Laravel projects.

I will put the link of this repository in the video description.

Let's head back to Laravel WebSocket.

In this video, we will see how to use this package in our Laravel project.

And In the next upcoming video, we will develop together a real-time chat system using this

Laravel WebSocket, Vue and Laravel Echo.

So, If you are new to this channel, Hit the red subscribe button and press the bell icon.

So you could never miss upcoming videos.

Now let's try out this package into Laravel application.

So, navigate to get started page.

And here is the installation steps.

We need to run this composer command in Laravel project to install this package.

So, first let's create a new fresh Laravel project that is Laravel websocket.

cd websocket.

Next I am going to run this composer command on terminal to install this package.

Package is installed.

Next, we can run this command on the terminal to publish migration file.

Database migrations here is the new migration created by the websocket package.

Here it is creating websockets statistics entries table to store statistic information

while running WebSocket server.

Next, we need to run the migration command to create tables in the database.

So, php artisan migrate.

Oops, before that we need to set up the database in the .env file.

I have already created a database, that is websocket, username is qirolab and password

is secret.

Now in terminal,

php artisan migrate

Next step is to publish the WebSocket configuration file:

config websockets.php file is published.

Let's look at this configuration file.

config websockets dot php

This package comes with multi-tenancy out of the box.

So, Here we can configure the different apps that can use the same WebSockets server, like

this.

Now here you may get confused.

You can see id is PUSHER_APP_ID, the key is PUSHER_APP_KEY, and the secret is PUSHER_APP_SECRET.

You may be thinking, here we need to add credentials from PUSHER service.

Actually, we are not going to use PUSHER service.

So, we don't need PUSHER credentials at all.

You can use any random app id, app key, and app secret.

Let's add this into the .env file.

PUSHER_APP_ID is equal to any ID.

PUSHER_APP_Key is equal to any Key.

PUSHER_APP_SECRET is any Secret.

This enable_client_messages is to send client message for example you may have seen in chat

application like user is typing.

This kind of events are sent through client messages.

We will see this later when we develop chat feature using this WebSocket package.

This enable_statistics is to let the package store statistic information while running

your WebSocket server.

Here we can add our custom provider.

Here we can allow incoming requests for only specific hosts.

Right now it is empty, So it will accepting requests from all hosts.

Here is the max_request_size_in_kb, and here is the path.

This package comes with Debug Dashboard, which is by default accessible at this path Laravel

hyphen WebSockets.

And we can modify it to something else, for example, admin slash WebSocket.

Let's see if it is working.

So, in terminal, php artisan serve.

Next in browser admin slash WebSocket.

Here it is a web socket dashboard.

By default, this WebSocket dashboard is accessible for the only local environment.

However, you can change this behavior by using Laravel Gate in ServiceProvider.

Let's see this in the documentation,

scroll

Here is debug dashboard and navigate to Protecting the Dashboard.

Here is the Gate snippet, and here we can add logic to protect web socket dashboard.

Next in the configuration file.

This is statistics configuration and this is SSL configuration.

Now let's dive into documentation and see next installation steps.

Our next step is Pusher Replacement, and we need to install this official Pusher PHP SDK.

This package is used for Broadcasting events in Laravel, of course for that we don't need

pusher service credentials.

So, let's install this package,

It's installed.

Next, we need to set BROADCAST_DRIVER to a pusher in the .env file.

So, navigate to .env file, here BROADCAST_DRIVER is pusher.

It's done.

Our next step is the Pusher Configuration.

We need to add this configurations in config broadcasting dot php.

So in the editor, config here is broadcasting dot php.

scroll

Here is pusher array section and paste this configuration options here.

This is the host where WebSocket server is running which is localhost in our case.

By default port is six thousand one and we can modify it when running PHP artisan WebSocket

serve command on terminal.

Next, our final step is setting up Laravel Echo for the frontend to receive broadcasted

events.

For that, we need to install javascript library Laravel-echo and pusher-js using npm.

In the terminal, first, let's run the NPM install.

It will install all the required packages from package.json.

It's done.

Next, we will pull in client-side dependencies that is Laravel echo and pusher-js.

Next, we need to configure this Laravel-echo into bootstrap dot js.

So, in editor navigate to resources js bootstrap dot js.

Scroll to the bottom and uncomment these lines.

And paste these options from documentations to here.

Here we don't need this cluster option.

Also, we need to remove this encrypted option because it is needed for custom SSL certification.

Here the key is fetched from the .env file.

Now every configuration is done and it is the time to test it out.

So, in the terminal, I am going to run NPM run watch.

It will keep watching our changes in javascript files and compiles the changes in app.js for

us.

In new terminal, I am going to run php artisan websocket:serve.

And another new terminal, I will run php artisan serve.

Head to browser.

refresh.

Now we can connect to the running web socket.

Here you can see these events are triggered by this dashboard and In this form, we can

trigger an event for debugging purpose.

We will see this in a few moments.

Next, I will create a demo event, to show you an example of broadcasting and listing

event on the frontend.

So in terminal,

php artisan make:event WebSocketDemoEvent.

Now in app events WebSocketDemoEvent dot php

Here it will accept somedata. and this somedata is equal to somedata.

Here declear public somedata.

For example purpose, I am going to return the public channel instead of the private

channel and make sure this class is imported here.

Lets say channel name is DomoChannel.

Now, where should I broadcast this event.

In routes web.php Here in this route, I am going to broadcast WebSocketDemoEvent and

it will accept somedata.

Next, in the bootstrap.js file, I am going to subscribe this DomoChannel here.

So, window dot echo dot channel demochannel.

And we are going to listen for an event.

In this case, It is the class name of this event.

Here you may have noticed that I forget to implements this ShouldBroadcast class.

This is important for broadcasting a event.

This echo channel will listen to this WebSocketDemoEvent, Actually, it is going to listen to it with

the namespace, that is App event WebSocketDemoEvent.

Here Laravel echo assumes that namespace is App Event, so, We do not need to specify full

namespace here.

Now, Next, what should happen when this event comes through.

For now, here I will console log the event.

On save, it is compiled to app dot js.

Next step, let's navigate to welcome dot blade dot php, and at the bottom, pull in js app

dot js.

We have compiled all the js files to the public directory and here we are loading that js

file.

Now in browser navigate to welcome page of the app.

In inspect tool, In the console tab you can see two errors.

First is csrf token not found that is because Laravel echo is expecting for access to csrf

token and it does this by looking for csrf token meta tag.

So, let's go here, Generally, it would be your layout file.

But for now, we are using this welcome blade file.

So, meta name equal csrf token and content is the csrf token.

Using this we are giving a way to Laravel Echo to track down csrf token.

Now if we come back and refresh, we will no longer see csrf token error.

Next VUE is trying to bind an element called app.

But it can't find it.

Let's add app id here.

refresh.

Here we go, all error fixed.

Now let's open this app in a new window.

Now here on this window, you can notice this console log, on real-time with WebSocket.

If I refresh this page again, here it caught the log again.

Laravel echo catching that event through WebSocket.

Now if we open admin websocket, and refresh this page.

Immediately you can see, it is subscribed to dome channel and catched this App Event

WebSocketDemoEvent.

For debugging purpose we can also trigger this event from Laravel Websocket dashboard,

Let's see this.

Here Channel is demo channel, the event is this one App Event WebSocketDemoEvent.

Here data must be in JSON format like this, some data any data.

Send event.

Here you can see it immediately catches that event.

This is all in this video about Laravel WebSocket package, In the next video, we will create

Chat feature using Laravel WebSocket package, VueJs, and Laravel Echo.

Now I want to show you a preview of that chat feature, which we are going to build into

the next video.

So in the terminal, I am going to navigate to Laravel WebSocket chat directory, This

is another Laravel app where I have created a chat system using this WebSocket package.

Next php artisan serve.

In another terminal also, navigating to this Laravel WebSocket chat directory.

and

php artisan websocket serve.

Head to the browser, refresh.

In this window, I am going to login with harish at example dot com and incognito I am going

to login with with john at example dot com.

Now navigating to chats page.

Here you can see the very standard layout.

Here will be the list of messages, this is input field to send a message, and on left

side lists of users.

Right now you can see one user.

Now in another window, If I navigate to chats page.

Immediately you can see a new user john listed here in real time without hitting refresh

page.

If John navigates to another page, then Immediately, John is removed from this list.

And if John navigates to chat page again, and he is listed again.

If Harish sends a message to John, Immediately it pops up here in real time without hitting

refresh.

John sends a message and pops up here.

Another thing you may noticed, When John is typing something here.

In this window you can see, John is typing text pops up.

How cool is that, We will together build this chat system from scratch in the next upcoming

video.

If you like the tutorial hit the like button, Share this video.

And don't forget to subscribe us.

See you soon into the next the video.

For more infomation >> #1: Laravel WebSockets Installation & Configuration | Real-time Chat Application - Duration: 17:25.

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Building a Smarter CRM Strategy - Duration: 19:01.

I was in Bet's [inaudible 00:00:02] just over 10 years, started building

their gaming, gaming operations' COO and then, the last three years,

I was the board. And yeah, I think one of the main thing that was

our success, especially on the CRM was that we tried to think different.

I have 20 minute to try to explain what we were doing, how to do,

and how to build a strategy for your CRM. It takes longer than 20 minutes,

but let's try. I'm sorry. So, we'll go through acquisition,

know your customer, not from the compliance point of view but so then,

who are they, what to offer them, what to sell them, the offering,

and when to contact. Acquisition. I'm not going to go into too much details

into acquisition here because every company do their acquisition different.

It's very, very important about what your brand is, where you position,

what do you do? PPC, SEO, TV, radio, social, me too. Well, it works for them.

Let's do the same. All work well. Just remember the one thing.

The most important thing for you is your product. You need to get the product right

and after that, try and go and sell it to the customers. And you want the customers

as soon as they hit your site to see what you want them to see.

I'll give you a quick example, a lesson we learned on 365.

We had betting shops years ago before I joined. And one day,

they put a sign on what to bet. And it was ridiculous odds,

ridiculous bets. And that day, most of the people bet on what they had.

Unfortunately, those results came up. So, it was very expensive lesson, but overall,

it was right. And the lesson is whatever you put in front of your customers,

this is what they're going to do. So, the other important thing for me is when

you do your PPC, when you do your acquisition, make sure you know who

you are. We were the best on in play. We were high turnover,

relatively low margin. If we look at Paddy Power,

they were the funny one. Don't want to upset anyone here.

But if there are Ladbrokes here, Ladbrokes pople here,

when they tried to do some funny things, it didn't work the same.

They're not the funny guys. It's very important that your customers

will know what's your message from the point of acquisition. Know your customer.

Usually, it comes from compliance, from payment. But for our marketing

in CRM, it's very, very important. If we look at the gaming one,

you need to understand exactly, as soon as possible, two things,

what's profitable for you. Is it the slots? Is it the minigames,

table games? And then present it to the customers. Also, as soon as possible,

to try and learn what the players are doing because this will reflect on your

strategy on what is the point of contact, what will be the next point of contact,

what you're going to offer them. Ignore the fact that what you want to do.

So, if we're talking about cross-sell, it's not the time at that point because

when you try to cross-sell to another product, you basically offer them

something they haven't tried. You can go and see what is the correlation

between those who did these and those who done that. It doesn't really matter

for this one. If we look at retail, it is the same.

Basically, I'm very familiar with Net-A-PORTER for some reason.

I always tell my wife that we brought the money here for on the gambling and we

spent it on NET-A-PORTER. But basically, it's very simple. If you choose

on the site, when you browse on any retail and you put what's your colors, your size,

season, it's always good to remember and to use it for the next time you browse,

the next step, the next click. I'll give you another example about it.

We did something we used to call Player DNA. Player DNA was...and it is

on gaming and it's a long, long process of learning. But every night,

we used to run an algorithm to analyze what the players did the day before,

and then just attach it and create like a DNA string to which only say what the

player were doing. Then we can build, on top of that, we can build patterns and

try to look for patterns and activity. Someone will play only deposit

without playing. Someone just playing when there is bonuses. Someone who only plays,

let's say, on Tuesdays. And when you look at the recent activity

for example, it's important to know what they do, when they do it, and what times,

how many times. The reason is a lot of the people will do their CRM and

activation...let's say, and reactivation every Monday.

Now, every Monday, let's say, it's really good day to reactivate

the players. But for some players, they always play on Wednesday or they

always play towards the weekend. If you send them a reactivation email

for example on Monday, then he might play in four or five days.

But actually, you should have sent it three days ago to this player.

If you have a pattern and basically try to define what is the best

day for the right offer for the player, you can send 10, 20,

30 templates every day for different customers, for example. And I said,

emails. Doesn't have to be emails, any contact, or whatever because this is

the right time to contact the player. It's require to be a little bit

more flexible, to have quite a lot of templates, quite a lot of algorithms

to identify what to send, and when to send, and how to send it,

or how to do the contact. But basically, don't try to say, "Ah, today,

we're doing the CRM teams. Today, we're doing this.

Tomorrow, we're doing that." Every day, you need to do everything, basically,

because you need to be unique. One important thing that we learn is

about lifetime value. How many of you using or use lifetime

value when they evaluate players? Not many, which is good.

Lifetime value means nothing. Lifetime value especially on gaming means

that this player had, let's say, 50,000 grand and we already paid them and

spent it on on our site in the last six months, seven months, or whatever.

What's more important it's what they're actually doing, and how they spend it.

I think, especially on the gaming but not just the timing and the pattern of the

player is very important. What the players are doing,

especially on gaming, but also on retail, they will probably keep doing it as long

as they have money, and as long as you can get the right triggers for the players.

How much they spend is always irrelevant, when you look in the past.

What's important is, what do you think you can get from them?

And in order to do that, there's various strategies.

What's the offering? Try to tailor the offer per player and

per the segment. And like I said, and I'll give you an example,

we had big player...if you're a gaming companies. Big gaming companies,

they probably know he always bet on five red. That was his bet.

Very high number...very high amounts and this was the most important thing for him.

His pattern was, when five is coming, you cash out and he goes away.

It can come in the first or second round, and then it can come on the after 20.

It's the same. The activity is exactly the same. When you try to contact them

to contact him... If you just offer him big money on roulette,

or big money on blackjack, or big money on slot, or whatever,

it's almost transparent because the only thing he's cared about is five red.

What we used to do on different players, different patterns, you know,

if they play a high-low, if they play a red or black,

the contact was always specific to those players. So, for example,

is it going to be, if we're talking red or black, is it going to be red or black?

We're giving you £20, £50, £100. The amount is specific to the player.

The offer is exactly to him. The reason is when the players get

the message, either on text, on email, on chat, or online if you are...?,

they don't have time to read it. They need to get something that said,

"Oh yeah, I like it. This is what I want." I was talking with another company.

They send email every week with a great story. Very, very entertaining to the one

who writes it. And I said, "But nobody reads it."

When you give the offer, the user need to get it

and say, "Yeah. This is what I like. This is what I want. Oh yeah,

this is exactly what I'm looking for." Terms and conditions. I think the CMA now,

especially in the UK, CMA make it much easier now for the

operator in terms of there shouldn't be any restrictions. But before that,

the question is, what do you need to do in order to get that? And in the past,

there was a lot of, "Yeah, do this. Get that." You need to jump through those

hoops and then deposit, and then turnover, and then you get the money.

And then once you need the turnover, we give you 20%, then you get 30%.

That's too much. The users are... If you give them the right offer

and obviously, you give the right offer to the right users, it's all gone.

They will take it and they lose it. Again, big numbers. What is the message?

And this is really important for your brand and I think for me,

this is one of the main thing that we always worked and helped us to keep our

relatively high life player value. We worked on high turnover low margins

and therefore, we were able to give quite a lot of bonuses to our players

to encourage them. But it's important if you want to reward the player,

the good players that you know, they will lose it anyway. Is it the sale,

for example? And I see a lot of sales promotions especially on gaming.

And sale makes it too cheap. We always try to avoid, you know,

a sale because we're not, you know, we're the Chanels.

We're not [inaudible 00:11:27] . And there's a place for both if you

want on the retail. But the position of your brand is really important to what you

offer to your players. What's the message? I think when players come to 365,

they don't expect a bonus to be free. They don't always get the bonus.

But when they do get it, they know it has value. I see,

especially on a small one for reactivation, and I got the email

like this, like this week, and I felt it to one, if someone,

if Manchester City, Arsenal, and Liverpool wins, and then at times,

it just said, "Maximum bet, one pound." It's... I think, you know,

I think you missed the purpose because when someone reads it,

he expect the value. When we tell him, "You can only bet one pound."

There's nothing. If you go on a reactivation, the segmentation is

very important. When we looked at the life cycle of a player, we always looked at 13

weeks active. And 13 weeks active is basically 3 months. We always worked

on weeks. After four weeks, you see a drop on reactivation.

After another three, four weeks, you see another drop.

So, the message need to be different because your chance to reactivate the

players and the method need to be different on week two, on week four,

on week eight. You can be more aggressive, less aggressive but you always keep the

offer to your players, to your segmentation as much as possible

in terms of the game, in terms of how much is spent, what days they come.

what was the last good experience. If they lost a lot of money,

you'll try to avoid it. You don't mention it. If they won a lot,

then it's a celebration. Sometimes, celebration don't really work.

We had a player who won, I think, £2.6 million on Christmas Eve.

Though he was Scottish. So then, all the jokes about the Scottish

were true. We called him the next day, or the day after Christmas to celebrate

to say, "Hey. Hey. Congratulation. Christmas Day. You won £2.6 million."

And he was just, "Don't call me now. I'm on my way to the bank."

He hung up on us and we never heard again. So, the fact that he suddenly had £2.6

million in his bank didn't matter. The player was only interested

in playing 20p, 30p, so he was there. Low-hanging fruit offer.

Very, very easy for the players to get something they think or they know they

can redeem. Your offer need to be something that will give the player the

feeling of he did good business with you. So, if you are on retail for example,

again, I always hear that, you know, if there's 30% off, then we save 30%.

We didn't spend 70%, we saved 30%. On the gaming, with the way we did it all

the time, every offer was aimed to take about somewhere between 20% to 30%

off the deposit. So, at the end of the offer, the customers stay with, "Yeah,

I almost." He didn't lose too much but he eventually, he lost a little bit.

The money that he deposited, the money that he spent,

or he already put into the system is money that he's probably won't take

it out. So, what he will do, he will continue to play.

He will continue to play today, tomorrow, or the next time we'll try to contact him

without an offer because he has some balance. But the money is already you

got it. The most important thing is to get the player the good experience when

they play. Another thing that we did, I think when the offer is too much,

you don't want the players to browse, whether it's retail,

or whether it's gaming. It's the same thing.

When customers try to browse the site, you don't know where they're going to end.

So, we built an algorithm that put the game code in and then spit another 12

games that are potential similar to that game. And it's not other players play this

because it doesn't mean what other players are doing. We took the volatility

of the game, the RTP, the theme, whatever, about 30 properties,

and as soon as the player clicked the game, we changed the background behind him

and we push the other games that we thought are similar to him.

So, imagine that if you look at REIT on retail, imagine that you come,

and you come into the shop, and girl or guy that is the sale,

they just stand there and basically do nothing. They just look at you. You go,

you browse, you check the shirt, you take the dress. They do nothing.

Then, the next day, you get email. Let's say, they can contact you.

You get the email, "Ah, look we have this shirt to this one."

By being proactive and change everything in front of the customer,

you basically tell him, "We do the browsing for you."

The browsing is something good for you and good for them. And by getting it

more achievable, and more easy to get, and to make the decision,

there's more chance they will take it. The when to contact.

Today is very simple while the customer is online. And I think Optimove working on it

and this is the time. The sessions today are short but quite a

lot of them. And if you have algorithms that you know what exactly you want to do

with a customer, so as soon as... Assume that I'm a customer and I do one, two,

three, if you can do it tonight when you run your algorithm, you should be able

to do it while he play and then give him the offer while the customer is playing,

where you just, is it sale? Is it another product that you want

to push? Different game, bonus, whatever? This is your chance when he's playing and

he has obviously, you know, with your parameters,

this is the right time. You think this is the right time

to contact him, pop-up, chat, random bonuses, every good feeling,

a good feeling aspect, a good feeling experience,

this is the right time to do it. Real-time algorithms.

I know it requires a lot of data, a data analysis. It require a lot of back

office systems and a lot of integration with various suppliers especially if you

want to work with different game suppliers. For example, on retail,

it's probably easier to contact. But for me, this is the key.

You don't want to wait to contact the players when they're gone.

You want to contact them while they're still online and you want to extend their

session by a little, you know, 10%, 20%. On today's days, it's quite significant

because they're frequent.

For more infomation >> Building a Smarter CRM Strategy - Duration: 19:01.

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PepperMinute: Build a support group - Duration: 0:42.

One of the top 20 things I've learned in business is to have a support

group. Have a group of people around you that you can ask questions of, you can

bounce ideas off. Or if life is challenging you can go to them and see

what else you can do and have perhaps they can help you. We've built the Family

Business Practice over the last 3 and a bit years, one of the keys to that

is that it is a support group for us, just as we are as support group to as it

stands at the minute 90 odd family businesses. Having a support group in

business is so powerful it is so useful and if you haven't got one find a way of

building one. Build yourself a support group.

For more infomation >> PepperMinute: Build a support group - Duration: 0:42.

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Stack Architecture: Build a Marketing Tech Stack to Fit Your Business Objectives - Duration: 20:44.

- [Asaf] Thanks for coming to our presentation, it's about stack

architecture and how to build a customer marketing stack. I'm Asaf Stein,

and I'm a technical project manager in Optimove. I help onboard our customers

on to our platform, and with an emphasis on the different integrations of the

different tools into Optimove core.

- [Leigh] And I'm Leigh Noy. I lead the solutions engineering

activities in Optimove. This role is commonly known as pre-sale

engineer or solutions architect. And as part of my job I work with customers

day-to-day on mapping out, what is the best way to fit Optimove

into their existing marketing stack or how to build their marketing stack

with Optimum accordingly. What we're going to talk about today is

marketing stacks of course. We'll start with a little background

on what is a marketing stack, and why is it important.

And then we'll talk a little bit about what to take into consideration when

building and constructing your marketing stack. And a few examples

including Optimove of course of how different marketing stacks can look like.

So, what is a marketing technology stack? A marketing technology stack is the

layering and interconnections of different technologies that make marketing happen.

So, it's basically all of the different tools and technologies that you use

in order to create your marketing. This starts from the back end,

from where you store your customer data. It could be a data warehouse or a CDP that

you use to aggregate customer data. And it ends with the actual execution

of the message, the email, let's say for example that you send

out to your customers that's very, very personalized, and includes

different personalization fields that come from that

beginning point, from that back end data source that we were talking about.

The reason we call it a stack is because these different technologies need

to work together, so they're sort of stacked one on top of the other.

Each one has their own roles, their own responsibilities that allow

marketing to happen in an efficient way. And a marketing technology stack will

of course be part of your technology stack within your organization,

but it's going to be the parts that are in charge of marketing.

Now, marketing stacks are important because in today's world you can't really

do marketing without different technologies that allow you to do

marketing in an effective way, in an efficient way.

You can't really scale up and create you know a robust marketing plan if you don't

have the right technologies in place. And this really gives us two challenges.

The first one is, how do we choose the right technologies to put

within our stack? And the second one, is how do they connect to each other?

Who's in charge of what? How do they pass information between them?

And how do they do that in an effective way? Because even if you have all the

right tools in place but they don't know how to coordinate and work

with each other, then you really can't make anything happen.

If a company chooses the right technologies for each task,

for each area of need, and those will be the right tools for you,

you can give yourself a real edge over competition, because you'd be able

to focus on the important things in marketing. What should you do?

What communications do you send to what group of customers and allow marketing

to happen in an effective and efficient way? This is a MarTech landscape map

that was invented by Scott Brinker. He basically created this concept

of MarTech, marketing technology tools. And back in 2011 he mapped out the

different marketing technology solutions that were out there.

And you can't really see it, it's very, very small, but it's basically divided

into different sections. So, we've got mobile marketing,

we've got targeting, we've got display management,

and personalization, and optimization, and predictive modeling.

And there are many, many different tools and options for how to create marketing,

for what solutions are you going to use for marketing. And back in 2011 there were

150 of these, and I think this is challenging enough to kind of select what

tools you want to use here and which will do what. Any idea how any marketing

technology tools exist today?

- [Male] One thousand.

- A little more than 1,000. So, we've got about 7000 today.

And if we look at this map it's slightly evolved, so there are many, many,

many more sections that are available here. There are tons of many

different solutions, and you can see that just looking

at the sections, the coloring of the different types of solutions that are

out there, it's becoming more and more challenging to select the right

technology tools. And this trend is actually increasing as time goes by.

So, between 2017 and 2018 there was an increase of about 27% in the number

of marketing technologies that were available out there.

Only about 4.5% churned between those years, so we're just growing.

And there's gonna be more and more solutions, and we don't really see this

trend stopping. What it means is that it's very challenging to select which ones you

want to use, which ones are responsible for what. And there are many,

many different options on how to build your marketing stack. As a result,

there is no typical stack. There are many stacks that are out there,

each company needs a different stack, and the stack that you need really depends

on your team, how experienced they are, how tech-savvy you are,

the scale of your organization, your business model,

are you a B2C or a B2B, and many other factors.

And it's important to find the right stack that meets your business objective when

you're trying to build your marketing stack. There are also many different

approaches on how to build different stacks, and how to look at these stacks

when designing them. We like to kind of take your marketing

stack and split it into three different layers. On the bottom we have the

data layer. So, this is where data sits of course. So, you'll have your data

warehouse or e-commerce platform, basically the source where you store your

customer information. On top of that you'd have your CDP or

single customer view, basically where you aggregate all of your

customer data according to each individual customer, on the individual customer level

which makes it something that we can actually use for marketing.

And then we've got CRM tools that will utilize this information,

and we've got data modeling tools that will create segmentations,

highlight actionable insights, create different predictions,

start processing this data to enrich it and make it even better for us to use

for marketing. Then we have the campaign management layer. And the campaign

management layer we'll take this data and will create audience out of it.

So, we need a segmentation tool. We also need a campaign management tool,

ideally a cross-channel marketing automation tool that will connect to the

different channels you use and manage the different communications across them.

We also need to have some sort of analytical tool, we need to have

dashboards so we can measure, what have we sent out? Did it work or not?

Can we improve it? And ideally, some sort of optimization platform that

you can use to optimize these automatically. On the last layer we have

the actual execution. So, these will be your email provider,

your push provider, the social networks you use. It could be SMS,

it could be real-time campaigns on your website, in your mobile app.

You need to think about, how are you assigning promotions

to different customers? Now, if you notice here in parallel to all

of these we've got real-time, real-time is optional,

so some companies use real-time communications and some don't. If you do,

this is something that we'll need to think about in all of the different layers.

And I can think of many, many other tools that I can add

into this chart. So, I can have a BI and reporting layer,

and I have my actual content. So, I need to have a content

management platform. But basically, if we split it into these kind of three

different layers we can start thinking about what solutions we're going to use

when we build our stack. Another important factor to take

into consideration is that there are many different stakeholders that will use

this stack. So, in the data layer you'll probably have the BI team and the data

science team and the IT team making decisions regarding how to use data.

You'll have your planning team, the planning layer, the customer

marketing layer, which will be used by marketing and leadership to look at the

different reports and tools on how this marketing is operating.

Marketing will also live in the execution layer, where you'll also find design team

creating the different templates that are sent out, the different content pieces

that you send out to your customers. In Optimove we try to kind of delete these

lines between the different separations, we like to call it democratizing data,

making data accessible to marketers without a dependency on different teams,

but you're always going to have all of these stakeholders that are interested

in this marketing technology stack. What we see in many cases during the sale

cycle with Optimove is that companies approach this process of creating their

stack when they're not really prepared. And it's very important before you go

into this process to analyze, what are you trying to do?

What is your end goal? How is this going to fit in with your

existing marketing? Which is why we've come up with a few points that are

important to take into consideration when building your marketing stack.

- So, now we're going to talk about actually building your marketing stack.

We're going to talk about two main approaches, a few things to bear in mind,

determining factors and a few final things to consider. So, the first dilemma you'll

encounter when approaching building your marketing stack is, are we going to go

single vendor or are we going to go best of breed? So, I like thinking of single

vendor as a jack of all trades, master of none. It's benefits are you only

have to manage one vendor relationship, and the tools you get will probably

complement each other rather seamlessly coming all from the same vendor.

On the other hand, it's rather expensive and it might be better suited for large

organizations with big marketing budgets, not so much for startups and

small-to-medium organizations. It's also putting all your eggs

in one basket, which isn't always the best approach. On the other hand,

we have the best of breed option, so it might be a bit harder to put

together and it requires more work and more research, but at the end of the day

it just gives you a degree of flexibility that you will not find with a single

vendor solution. It gives you the opportunity to curate a combination

of technologies that will really fit your needs best out of all available options

out there. It's also not as costly. In single vendor you'll probably need

to implement a whole set of products all at one go, while in best of breed you can

kind of plug them in as we go and when we need them. It does have its downsides.

You will be managing multiple processes, multiple vendors, multiple points

of contact. This can be challenging when you have a large marketing stack with a

large amount of tools in it. The tools themselves that you choose might

not complement each other out of the box like they would coming all from a

single vendor, so it's on you to kind of take that into consideration and think how

everything has got to be connected. All that being said in today's API and

micro-service fueled world, single vendor is becoming a less common

place and best of breed is really taking its place. So, a few things

to think about, things to bear in mind before approaching building your

marketing stack. The first one is to be thoughtful. Now, by being thoughtful I

mean a lot of marketers today tend to choose the easy route,

and instead of sitting through hours on top of hours of product demos and doing

their thorough research they just stay with the same tried and true stack or just

go with the latest, trendy, hip technology without thinking about how

these tools cater to their specific needs. So, I think marketers today should take a

patient and thoughtful approach towards building their marketing stack.

The next one is to visualize your stack. So, before we even start thinking

about specific tools we need to step over to the whiteboard and make a blueprint

of our marketing stack. So, there are endless ways to visually

organize your stack from circuit boards to flow charts, clustered by marketing

functions or organize around the customer journey. There is no right or wrong

way here. And I will show you some examples later in the presentation.

The next one is to focus on the big picture. So, don't fall prey into thinking

of each of these specific tools as specific tools. Try to think of them all

as part of one big system and adopt a more holistic point of view.

The final one is to think long term. So, our marketing stack is dynamic,

it's not static, it should and it will change over time.

So, when approaching building your marketing stack don't only think

about what you need now, but try to envision how you see your

marketing operation scaling into the future. Some determining factors we wanted

to talk about. The first one, is the company stage of maturity,

where are you? Are you just the founders? Have you made your first sales and

marketing hires? Maybe you already have constantly growing sales and

marketing teams. So, where you are as a company is going

to have a tremendous effect on your marketing stack and naturally on your

budget as well. The next one is your team and talents. So, you need to understand

who your team is and what their talents are. Because, technology or any tool

as great as it may be isn't going to accomplish anything for you unless you

know how to leverage analytics. So, make sure you spend enough time and money

in teaching your team not only on how to use the tools technically but also on how

to leverage analytics into insights and into actions. The next is your

existing tools. So, what have you done for me lately? That's a question you should be

asking every tool in your marketing stack continuously, not only when you're

investing in new ones, and you should have the numbers to back

it up. So, make sure you continuously audit every tool in your marketing stack

and see how it fits in your overall vision. Next is the scope of the funnel

of the customer experience you're trying to create. So, you need to understand your

customer needs. Build your customer journey, determine exactly how it needs

to be, and then map out technology to align with that and not the other

way around. And finally, your business model. So, are you B2B,

are you B2C? Everyone has the same overall goals and increasing revenue,

increasing efficiency, but the value you find in specific tools

will probably differ based on your business model. So, assuming most of you

here are from a B2C world, you'll probably find much more value

in tools that support your customer journey and enable you to send out a

highly relevant, automated, personalized messages every step

along the way. While from a B2B perspective you might find more value

in tools that help you nurture a lead through a sales funnel for example.

A few final things to think about before building your marketing stack.

So, the first one is to align with IT. Now, coming from an onboarding project

manager point of view I can't express how much I feel this one is important,

because if you aren't aligned with IT then you might just be creating a mess that

they'll have to clean up after you, and this happens all the time.

So, get IT involved in the process from the get go and make sure they're involved

especially when you're thinking about the different tools, how they're connected,

how they're integrated, and how data flows between them.

Next is to create a use case wish lists, so map out different use cases and

scenarios before even thinking about specific vendors. What do you need and

what would be nice to have? So, a lot of marketers like making their needs

wish list out of gaps and holes they see in their current marketing stack,

and their wants from things they've seen around the market and think might be

valuable to them. The next step is to take these wish lists and test the vendors

against them. So, this could be a formal RFP, it could be a live use

case demonstration, it could even be just a list of questions that came

up internally and you send out to the different vendors. But don't skip this

step on these use cases, and understand the implications

of fulfilling or not fulfilling them. Final one is to understand R&R roles

and responsibilities. So, whichever way you choose to visualize your

marketing stack, whatever flow you're going with make sure you know which tool

is in charge of what and when, and that there are no gaps and holes

between them. Now, I want to show you a few examples of how different companies

visualize their marketing stacks, and we'll finally get to how Optimove fits

into all of this. So, this first one is the Stackie Award winner

this year. That's right, there's an award ceremony

for marketing stacks. It's by BlackRock, an American investment management company.

And I think this one's really impressive. First of all just on a visual production

point of view, but also because it kind of captures the cyclical process that

BlackRock uses to iterate on their strategy, on their marketing,

and on their execution. So, the four different parts

of MarTechtropolis, you have for example at the top Discover City which is all

about defining the opportunity and the value and the user.

So, we'll have analytics tools and data visualization tools.

To the right we have Concept Park, about defining of the direction or idea,

brainstorming tools and wire framing tools. Planville at the bottom is

about assembling your team. So, we'll have different project management

tools and collaboration. And finally, Do Town, which is self-explanatory,

it's all about execution. So, you'll have online management,

marketing automation tools and so on. This next one by Microsoft is a

different approach. This is the Stackie Award winner from 2017.

So, what Microsoft basically wanted to do here is to create an efficient and highly

scalable marketing-to-sales automation platform. So, what you have here is a

continuous loop from marketing to sales to post-sales marketing,

all within three layers of Gartner's pace layering model. It's also interesting

to see that there are a lot of Microsoft tools in here not surprisingly,

and also it's really easy to see the roles and responsibilities in this way

of visualization. You know which tools is in charge of what part of the process.

And what are the next tools it connects to? This one is a good one to show that

marketing stacks are dynamic. As we said earlier, they're not static and

they change over time. So, this is the Cisco's Stackie Award winner

from 2017, and this is their Stackie entry from 2018. So, you can see that they've

added some products, they removed some products,

they tweaked a bit of the organization of their whole foundation layer.

So, this one really shows us that even the bigger organizations aren't afraid

to continuously try to improve their marketing stack from year after year.

- Before we kind of finish, we're all here to talk about Optimove.

And this is an example of Optimove's system architecture,

or a basic high-level one. And it's kind of parallel to that example

that we were looking at earlier with the different layers.

So, we've got the data layer going into Optimove. This beautiful circle here

in the middle is Optimove of course. Data can come from different sources,

it can come from your data warehouse. It can come directly from your website or

mobile app in the form of real-time events. It's then processed within the

system of course, so we act as a sort of a CDP, we have our segmentation model and

predictions that are generated, and the data is really processed

to generate an optimal marketing plan. What customers should be targeted,

with what communication, through what channel and at what time?

We also need to connect to the execution layer. This can be internal solutions

from Optimove like Optimal and Optipush, or can be third-party tools that are

already integrated with us or are not yet integrated with us that will connect

to Optimove to execute the communication. And of course we've got the promotion

system connecting to Optimove for automatic promotion assignment.

But even looking at Optimove as a whole, and even once you've selected a

single provider, a single vendor for example, Optimove, there are still many

configurations that are available. With Optimove we call it different

solutions to the same problem. That problem is personalization.

So Optimove core, our core offering we'll take care of our customer data platform

and segmentation, predictive modeling, different analytical tools,

cross-channel automation, optimization, and will all happen in one place.

But then you need to decide, do you want to send out scheduled messages

only or do you want to add real-time messaging as well? What channels are you

going to use. And for those channels, what providers will you use?

Will you use internal solutions like Optimal and Optipush,

or a third-party integrations? Will you create your own integrations

to internal tools that you already have? And there are many different

configurations that are available here which are also important to take

into consideration. So, to summarize this session we talked a

little bit about marketing technology stacks, why are they important?

They can really help you strive and succeed and have a benefit over your

competitors when working more effectively and more efficiently.

There is no typical stack out there but rather many, many different combinations

that are available. When building your stack it's important to create a

wish list, decide what you want to do before you actually go ahead and

complete it. And then test vendors against that wish list and define what are the

roles and the responsibilities? Who's in charge of what?

And how does the communication happen? And then we looked at a few examples,

different sizes, different shapes, different combinations which we hope could

give you some ideas for your own marketing stack.

For more infomation >> Stack Architecture: Build a Marketing Tech Stack to Fit Your Business Objectives - Duration: 20:44.

-------------------------------------------

How to Build a YouTube Channel Business for FREE in 2019 - Duration: 4:37.

I remember the exact moment I first discovered

using FREE content for my own YouTube channel

You see, I'm an educator and an artist, and I am absolutely in LOVE with how both are used with YouTube

...To get started with a video, after I've selected a topic

I go to a site called Answer The Public to find more specific keyword ideas

Ok, wait, sorry hang on one sec...

I'm sorry I didn't really have a plan with this, I was just so excited I started making a video lol.....

Ok, I'm really sorry I don't know where I was going with this

Maybe I just wanted to show off my screencast and subtitle skills? SNS

A little bit of shameless self-promotion never hurt, right?

Ok, So we go back to the search page and click the Filter Icon in the Top Left

Check the Creative Commons option

(works for finding music too)

And then let's see, this creator at the top is pretty recent

The second one on the list, this chick makes really good content worth sharing...

These guys have a great channel, here let's take a look

Sorry my computer froze a little bit.....

Sidebar: You'll want to make sure to engage with the community

I really like this channel, I like his innovative approach to helping others learn

Here I'm just gonna make sure I like and Subscribe real quick... Ok there....

Can you tell I have ADHD lol

Sorry my computer is super slow but I just want to leave a comment while I'm here,

You know... Making a video to umm

... Show you how simple it is to make videos haha

But you guys can see how simple it is to copy bits and pieces of other people's YouTube channels

With some creativity you could make it your own

With some decent effort you can provide something really valuable to the world

..And you would be rewarded very well for your work.

YouTube channels are like any other business, generating income

and even being brokered for sale.

Just gonna leave a quick comment here,

So you see, That's it! Just rinse and repeat... Keep finding great content ideas, go to the search page, Filter for Creative Commons,

Just keep doing that over, and over, building up your channel with valuable insight your audience can't find anywhere else

Yours might end up being a little more ummm... scripted

But to be fair, I wanted to try to demonstrate the creative process, which is anything BUT scripted, am I right?

Let's check out another one. What's this here?

I'm going to like this guy's video, and subscribe to his channel. I'd like to see what other videos he posts.

Sorry literally like the slowest comment ever made, i know.....

So does that make sense? The rest is just me showing you how easy it is to use the screencast software

and find license-free content for your videos with the Creative Commons filter

In another video I'll demonstrate how easy it is to use the Wave Video editor,

Another free tool to create video content that translates information with ease.

The combination of visual design and written communication in this way, and on this mass scale, is something we've only begun to discover

Designing sales funnels to generate passive income can truly put your financial future back in your own hands.

Have you thought about building a YouTube channel for building passive-income?

Thank you for watching and be sure to Subscribe

Happy New Year!