Okay, guys, so I guess we'll get started. Just to give you some ground rules here, if you guys have any questions, feel free to jump up, grab a mic. Another thing that we're going to be doing in this session is on your phones, if you go to the URL that you see at the top of the slides here, you can enter a question. If you guys see questions from your colleagues that are in there that you like, you can upgrade it to high priority. We'll see it here and we can actually bring it in and put it on the screen and discuss those topics. So you have two options. You can go to the mics, ask questions, or you can use the URL and post it up there. We'll leave the URL up there for as long as it makes sense. And yeah, let's get started. So my name is Eric LeJoy. I'm with Red Hat coming from the telco vertical. I'm actually out of Germany and Munich, but I'm originally from Boston. And one of my colleagues here. Hi, my name is Tapetan and I work at Nokia and I'm a lead architect. Out of Finland. Flew all the way in from Espo where Helsinki. Espo. Espo, yeah, I can even pronounce it right. So you can see our pictures here. So I like that. Is that your wedding photo? Might be. Yeah? Did you borrow Dr. Hu's bow tie there? I need to get myself a scarf. I think it's what I need. I didn't have to tie it myself anyway. Nice. Cool, so who here in the audience has done RTKVM? Or let's even expand it, DPDK? Anyone? OK, so we've got maybe 20% in the room who've done that. How many have done NFE telco type workloads in their experience? OK, so it's almost a one-to-one. So the 20% here, maybe minus a couple of you, have NFE exposure and you're doing this. So just to give a precursor to this, DPDK, I would say is definitely an NFE type of environment. Oh, and if anyone has just come in here, there's a URL at the top of the slides here. Freefield, feel free to open that in your phone and just start typing in questions.  And if you see ones from your friends or colleagues that are actually putting them in, we can bring them up on screen and discuss them. And feel free to interrupt us at any point. Yes? Which one? So I didn't hear it. Ah, wait, you don't want from red? I thought this was red hat. Oh, geez. Oh, get out of here. Let me fix that. I saw that in here earlier. Let's see. Anyone? OK. All right, now you should be able to. Thank you. First time doing this, so. Does it work? Yes. OK. That was actually our secret filter, so we didn't have to answer any questions for you guys. Oh, we have a question. Oh, we do. Good. We're going to download that. OK, I'm going to skip over this. This is the agenda you'll see. So when you guys walk out of the room today, you're going to have an idea of what RTKVM is, what it means to have a real-time need. And we have a big question for you at the end that we'll get to. But basically, you're going to realize that there's two levels of RT, and Tapio here is going to go through a lot of that. So Tapio? Yeah, so the question is, why do we care? Why do we care about the real-time performance of a hypervisor? So if you think about, like, VNF applications, they need to have predictable and fast performance. So I did a little calculation again. So if you have a 25 gigabit interface, and you have 48,064 bytes, packets takes one millisecond to get that. So if you're CPU is doing something for one millisecond, that's the amount of packets that you risk losing. OK. Now, with RTKVM, DPDK, and some of the NFE features we talked about are going to talk about today, this is going to give you kind of a big picture. I apologize for some of this being simple for you, the 20% in here that have already done this. So the way to think about this is you have a hardware level, then you've got the open stack or operating system level, and then you get your application running on top open stack. What you're really going to look at here is RTKVM has a special place in the open stack environment. And there's a special reason you want to use it. And again, back to the end of the slides here, we're going to ask you a big question at the end, which is really going to help the community and help us figure out how in Red Hat, for example, we need to drive the RTKVM functionality and feature set. What you're seeing here is that at the hardware level, you typically see a hard requirement for the type of nick you have, as well as the kind of the BIOS settings. So there's like an OP NFE group called KVM for NFE. And you go there and specifically, you can see all the BIOS settings you need to tweak today at best practices to be able to do RTKVM and have the lowest, let's say, jitter or latency in the time it takes to run a process. So this sounds a little bit dry right now, but these are good pieces to store away as data points. And it will kind of come together as we go through the slides. At the next level, you get your operating system. And in there, you're going to see there's the hypervisor requirements. So you have your RT and the host OS. How do you serve processes in the right order, the right priority? And then you have your RT in the guest OS. So does your guest actually have RT requirements? Gazooom type. Then you get your virtual switch. So if you want to avoid stuff like hard interrupts or VM exits, or I'm just throwing these words out, because if you haven't seen them before, you'll need to hear them. And then they'll make more sense when to see them. These are the type of things you want to avoid. So running like DPDK in user space with the host user and basically bypassing the whole hard interrupt kind of structure inside of KVM, you're having less and less of these kind of interrupts. The interrupt is kind of recursive there. Your RT experience with the VM. Then at the top of your application level, what in the VM needs RT? Are you going to be running EPC? Are you going to run Volt your IMS? Are you doing RAM, RNC, Node B? This stuff may sound foreign to folks that are in the telco space, but you can also apply this to other IT spaces when your application needs to have immediate or consistent response. So if you're running something that has a clock or say we're all talking to each other over an IP protocol and there has to be a timestamp, and if I send you something and it takes longer than a set amount of time to reach you, then we're considering it invalid. You want to have a consistent performance out of the VM to be able to send those. So here's some other stuff that's good to consider. So this comes back to the hardware level and we're working up. So you've got some features in Xeon process. And I apologize for anyone from AMD here. We don't have anything for that, but this is mainly from the Intel perspective. You have stuff like resource director technology, or RDT. So this is, if you look on the right, there's kind of a mapping of what this is. RDT is allowing you to cut up like your L3 cache and consistently serve it to the application that's above in running on the core. So this is another technology that allows you to get consistent behavior from your kind of processing delay and the timing it takes. I already mentioned the KVM for NFE, but that's really coming down to the BIOS settings. One example would be, you buy Dell, you buy Cisco, you buy Supermicro, whatever you buy, make sure that you, if you buy, or the BIOS, whatever's running the lower level startup of the machine has the functionality to turn on and off the features that are listed in that project in OPNFE. BT-D is another thing. Most of the hardware has it today, but you're absolutely going to need that. So you'll be fine if you're running Xeon, but if you're running some kind of consumer i5, i3, i7 CPUs, you want to make sure you have that functionality. And then the last one, which is really the kicker here. So one of the things that's really bad for RT, a real time, is these hard interrupts. And if you have iLO, or kind of remote management of a server, a lot of the time, that thing's doing hard interrupts to your system and to do some sort of polling or update for the GUI or the graphical interface for your remote console. That was a big issue in some of the hardware. And also SMI, so that's another thing that does a hard interrupt to your underlying application. So you want to kind of look at these. Each hardware vendor probably has a different behavior of this hardware in their system, even though they'll all have it. So it'll be based on what firmware you're using, how it behaves. And it'll be really good for you to look at those behaviors when you're doing the hardware selection. OK, we have a question. So yeah, we have it. I'd like to take this audience question now. So is RTKVM available now and can VNS be deployed with RTKVM in an open stack environment? Answer is yes. So if you take the open source way, I represent the OP NFV community. And there's a project that was actually already mentioned, this KVM for NFV, that they are taking the real time Linux and real time KVM and sort of packaging that. And it's all available. It can be installed and used. And I also heard that some of the commercial operating systems might have some real time features. Is that true? Yeah, yeah. But being from Red Hat, I'll refrain from mentioning those. But there are some out there. OK. Yeah, we'll leave it there. They're pretty good too, but they're proprietary. We'll leave it at that. So if there were open source ones that are upstream, I'd mention them. OK. All right, so I go a little bit deep about KVM and what has to do with open stack and how do you actually get this real time performance with KVM? Because it just happens by magic sort of. And I sort of, I call it a bit technical here, but then just sort of give you an understanding like what are the challenges and sort of how does RTKVM, RT Linux handle this. So the big story, of course, I mean the question is what does KVM have to do with open stack? So I mean the story, of course, is that there's this NOVA controller and then on the compute host you have the NOVA compute and the NOVA is telling the NOVA compute to do something. You usually have a compute driver configured in the NOVA compute and that is talking to a process called Lippert D. And the Lippert D is actually sort of hiding the specifics of the hypervisor. And in the case of KVM, the Lippert D is launching a process called QM, which has sort of a counterpart as a kernel module called KVM. And then there's this interesting sort of a communication mechanism between the QM and KVM, which is called IOCTL. And I'll show some examples about this. And hopefully it becomes clear why this is sort of relevant here. So there's this QM part. That's the user space component. And that creates the virtual machine and creates the abstraction of the hardware, whatever exists there. And the KVM, it's an optimization. It's speeding up a few things. And so you have this user space component and then there's the kernels component. And as I said, they have a communication link between them. So QM implements most of the virtual devices, but then there's this performance critical parts such as the CPU. And of course, the KVM doesn't emulate the CPU. KVM makes it possible that the virtual machine code is running on the CPU without any emulation. It's just it's running exactly the same code, the same instructions, except a few system calls. Then you have things like timers, interrupts, memory management. I mean, really the core performance critical stuff is happening inside of the KVM. And then if you think about what happens when you get a packet coming in, this is the picture. So first of all, a couple of things that are sort of enabled in the, at least, well, in the sort of x86 type hardware. And I'm sorry, I don't really know how it works with the ARM CPUs. Top view, who here knows what APIC is? OK, I'm counting really like five people in here. OK, well, I can't count you guys twice, but let's do it. OK, so six people. Anybody want to take a guess of what the APIC is actually doing here? Sorry? Yeah, that's good. So we get the IC. It's programmable interrupt controller, yes. So I think it's going to be really important for you guys to take this away, that what Topia is talking about here is really the green blocks here are important to understand. So when you start taking out the basics, would you agree, Topia, that this diagram here is really where you would be a good place to start? Yeah, OK, so what I was saying is actually, so in a physical machine, you have this, when a packet comes in, you get sort of the interrupt, and then interrupt is mapped into something else, and that is the role of the APIC. And then basically it goes, in the case of the virtual machine, you have the virtualized APIC, and then the interrupt goes into interrupt handler in the virtual machine. And as for the data path, the content of the packet when it comes in, it's sort of copied from the NIC to the memory in the virtual machine. And then, of course, you need to know where in the virtual machine memory you have to copy it. And then there's this virtualized device called IOMMU. And it all looks very good. And it's a pretty clever system how it works. So just to keep myself honest, I launched a nice little VM, and I just actually spied a little bit of what it's doing, and I took some screenshots from the results. So I basically just booted up a virtual machine on a Linux computer, and then I did just checked what kind of processes are running. I mean, what does the QMU process actually, which is the virtual machine, like I said? What does it do? And as you can see from the top picture, is there's a number of threads. There's like six threads. I have four virtual CPUs in my virtual machine. So you see these four threads, which are called KVM virtual CPU block. So the QMU starts running the code, and then the thread actually goes to this special mode, the hypervisor mode. And then I was actually looking at what is happening inside of that thread. So I did this S trace, which allows me to spy the system calls that are happening. So then you can see that this thread 11866, which was one of the virtual CPU threads that is actually now doing this IO control KVM run. So it's running the KVM code. Would you like to take a question, Tapio? Does the virtual APIC found in most inter-CPUs take away the emulation part of interrupts in the VM? Oh, come on. Anonymous? Come on. Who did that one? The VA pick is doing the, I don't know how to answer this quickly. I'll answer it all. OK, so this question is very good. Is there anyone in the room who can answer before we say we're going to take this one offline? OK. OK, well, first of all, VA pick, of course, is not available universally. You have not only Intel processors, but AMD processors, which have similar technology, which involved only recently invented production. But answering this exact question, yes, if you run VA pick, you can achieve or you can try to achieve almost zero VM exits. And you don't need emulation, I guess. But my understanding is you still get the VM exit when you get an interrupt into the presentation. It's a discussion, Tapio. I guess we can talk to you after the presentation. Yeah. But I mean, that's not really the point. This is good. So what was your name? Can you do it in the mic? Valentine. OK, perfect. So if you can stick around afterwards, I'd like to talk to you, because this is a data point we need to capture, because I haven't seen this topic come up before myself. And if there's anyone in the room that's interested in this well, let's make sure we gather together after the session. We'll have time, and we'll figure this out. Because that sounds like another bullet we need to put in as a benefit here. Thank you. Yeah. All right, so this is the second part of the spying what I did was I was actually looking at this interrupt thing, what is happening. I didn't look at the VM exit counter. I should have done that probably to get the precise answer of, do you still get the VM exit with each packet? But I mean, with this sort of a vert IO interface that I was using, I set up a ping. And every time I got the message in, the message out, there was an IO sort of MSI interrupt going to the KVM process. But anyway, it's all very clever, all very optimized. So what can go possibly wrong with this system? And why do we need this real-time KVM at all? I mean, everything is optimized, right? You get the packet in, you get the interrupt in. Nothing can go wrong, right? Nothing at all. Well, hopefully nothing goes wrong. But anyway, I mean, as I was trying to make the point that this is sort of for everything is happening, sort of the host operating system in the end is responsible for orchestrating all of this. So packet comes in, it has to go to the QM process. Somehow it has to know that there is this packet that has to be handled. You have to forward this interrupt to the virtual machine, to the KVM thread, and so forth. So if there is a latency, if there's any delay in this path, then you get latencies in the virtual machine. And especially, you get latencies in the packet processing in the virtual machine. And that is the role of the real-time Linux and the KVM. So what the real-time Linux is mainly is it's the preempt RT patch. And what that does is that it tries to minimize the code in the Linux kernel that is preemptible. And then it has a few other things that it does, that the project creates. It's like the high-resolution timers and so forth. Anyway, the key idea is that you don't block the processing at any point.  And I have a little example about this, like what can go wrong if you disable the interrupts in the CPU processor for too long. So in this picture, you have a number of processes waiting to reach some critical resource. And there's a long line. And we actually have a very high-priority process. It's going there. Very critical. Yeah, he's looked angry because there's this long line before he gets to or she gets, maybe he gets to. Oh, so that's the end of the line. It's not the first line. You know, that's the end of the line. Yeah, it's the critical resources on the right hand side. Did you do this?  I'm not that good in front. I had to. I had an expert do this picture. I need to hire him for the next presentation. That's good. All right, so he's very angry. He's not getting served. He has to wait. So what does he do? I mean, we have a priority inversion here. We have a high-priority customer who's not getting served. So now he gets mad. Eyes get blue. What does he do? He's actually passing the line. So that's the idea, basically. And the priority inversion is avoided by sort of preventing anybody blocking a critical resource which could be a spin lock or it could be anything like that, RCU, whatever, and sort of make it preemptible so that if something high-priority happens, that high-priority gets serviced first and then everybody else has to wait. And now this picture is also nice because it sort of illustrates the downside of this. So you are not making the line go any faster by preempting the processing. You're actually making the line go slower. And then in the scheduling theory, we have this technical term called fairness. And this is not the situation that you would call fair. So it's priority-based. So whoever is this highest priority has to go first and there's no guarantees that the other guys ever will get anywhere in the line. What do I do? Can I go forward? Mm-hmm. Ah, hold on. Mm-hmm. There you go. Oh, yeah.  So now we're talking about, like, what are the latencies? How do you get the latencies? So this is just an example about, like, how do you measure latencies? So, of course, what you're really interested in is sort of ascending packets to the virtual machine and then measuring how long it takes to get them serviced and doing that for 24 hours and so forth. There's a very simple tool that I just want to mention here, which is very much used in this sort of real-time Linux area called Cyclic Test. And the idea in the Cyclic Test, if you're not familiar with that, is that you set the timer, which is firing every 10 milliseconds. And then the guy who is... The process that gets woken every 10 milliseconds, sort of whenever it wakes up, it writes down what is the time now. So it looks at the real-time clock. This isn't a VM, right, Tapio? This is inside the VM, right? Yeah, you should do this inside of the virtual machine, yeah, to find out, like, how much latencies you're getting from the underlying host platform, yeah. Has anyone here done Cyclic testing before? One person. Okay, so this is important. Put yourself in the set. You've got your OpenStack environment. You've got RTKVM turn-on environment. You've got a VM sitting in that environment. Let's say you've got the host user running for your packets for your data plane. And now inside the VM, you're running RT as a real-time operating system. And now you've got an application doing Cyclic testing. And this is what Tapio is talking about here. Yes, precisely. And then, since your VM is real-time, you have an idea that there's not going to be much going on sort of interfering in the virtual machine side. So whatever latencies, whatever cheater you get in the scheduling, it's probably due to the hypervisor layer and the host operating system. And that's how you measure it. So ideally, you want the timer to fire every 10 milliseconds, but of course it could be a sort of variation, cheater. Here's a good use case for you. And we're on the 100th floor of some skyscraper. And that elevator is running an application that requires a timer to tell you how long it takes to get between each floor and tells it based on your velocity. So it has to be very consistent and very accurate. And let's say we want to go all the way to the first floor. But somehow there was a workload running in the same OpenStack cloud that was taking up resources and causing a delay in the real-time application to be processed. So if we go two seconds over getting to the last floor, we'd probably be very, very flat at that point. So a good use case would be, okay, what applications are actually holding human lives in their hands when they're running? And I guarantee you're going to find a use case for RTKVM there. Public transportation, elevators. In the telco space, it's probably anything that uses signaling on the ran side. So this is our feedback from you guys in the room where you see RTKVM requirements because we want to make sure that every use case is in the community upstream code for RTKVM. Okay. So this is the command line to run the cyclic test. And then the nice thing is you can get this kind of, like, diagram graph it out like what is the data you get for this interrupts and you can sort of map it and look at the sort of high-money microseconds you're delaying. And now here you're interested in sort of there's a few outliers some very long times you're interested in like what is the cause what caused those things but mainly you're interested in sort of like where is the mass where do you throw the line like when does the to tell how good your platform is on this curve like what is the point where 99.999% of the interrupts of the latencies are below that line and just a little caveat that you have to take into account is that when you're doing this measurement then it's very important that you also have some load so a lot of the systems when you're running the testing then if it's unloaded you get very good performance very good latencies but then of course when you load you can have a network load CPU load storage load things like that that can actually sort of mess up the scheduling and then you start getting getting higher latencies and of course the benefit of the KVM RT Linux is that these latencies don't get higher as you get more load okay okay so what we have here who knows what a flavor is come on please let's see what we end up okay good okay so who can tell me that they've done these attributes in a flavor oh cool we actually have three people in here Mohammed I know you've done it so he works for Red Hat and he's actually done a RAN VM on top of OpenStack and helped do performance testing with DPDK right Mohammed okay yeah so what we're showing here is you have attributes that you can set in the flavor for the VM so the one way to think about it is if you're running a cloud and you want the user of the cloud not to be able to use RT unless they're allowed to then one way to do it is create a flavor and only let the users you want to be able to do RTM have access to that flavor what this is telling you here is the first thing is saying yes allow this VM to use real time so this means RTK VM is running and then the next piece you have here is the mask now this is saying CPU 0 in the VM so this isn't the physical CPU core this is the virtual core in the VM and you're saying because remember when you're doing a real time operating system you still need a core in the VM to run the non real time applications so you know your your cron jobs or your mail your SNMP all that stuff would be in the non real time process so you always need more than one virtual CPU when you're doing real time so minimum two here you could define power to one and that would make your second CPU your non real time but by default most operating systems will choose CPU 0 for most of the services so what we're showing here is okay the VM the VM that gets created via flavor ooh good echo we get an echo there okay we get to work on that one get some sound effects going in here so what we've got here is you typically want to have this type of setup what's also nice is defaulted will be 0 so if you left this off the flavor and just said real time it would still leave saying 0 as your non real time then you'd want to have your other CPU doing a real time and you need to make sure your application that's doing real time is knows that it should be running on virtual c or it sees it as physical CPU 1 um the other thing that we're not saying here is we're assuming you know about NUMA so who here knows about NUMA and what it is yes okay so this assumes you know NUMA let's say you've got a two socketed system you've done CPU isolation all the background stuff that has been talked about in many sessions in the summits across the last couple years you've also got huge pages because you're using dbtk and you're signing a huge page to this let's say you've done all that tuning and optimization at this case you're running on the same NUMA node for both cores and one's doing virtual cores doing all your non real time and then whatever your real time application it's using one and then X number that you've added on top of that so you can actually usually only have one here as your non real time and then the rest would be serving up your application is that clear is there anyone who's got any questions here okay anybody want to go to the Fenway and get some beers and food okay let's try and not hold you guys back maybe we can stop a little bit earlier today we have a question which may not be a question okay Ajay should I put this one up okay I'll just let you know Ajay and I know each other we worked at Cisco together back a few years ago I call him Mr. MPLS and Mr. IPv6 but he's one of our telco experts in Red Hat so if you have any telco questions go see Ajay you can see his picture here at the bottom so you know who he is and he's written a nice NFE architecture document so if you're doing stuff that's related to NFE talk to Ajay so let's see what we got here now I just say that if you have the way I understand it you have RTKVM and obviously PDK you get zero packet loss value add anyone have an application that needs zero packet loss maybe a routing protocol that would go down and lose all its routing tables if it missed a packet anything like that maybe medical stuff it would stop the insulin injection if it lost a again well the networking one is not life threatening but the medical one would be I have a good next question for you you want to take this should I deploy RTKVM in both ways I mean should you deploy RTKVM inside on the host and on the guest side that's an interesting question just to throw that back at you without making it a question not that I would ever do that what would be the use case where you want to have the VM served in real time and the application in the VM doing real time let me put a cursor on that let's say the virtual CPUs are all isolated CPUs in the host layer meaning that there shouldn't be any other application using that core except for the VM so far the use cases and again I would like to give Topi and I feedback at the end about what you see as use cases but so far the main use cases we've seen you turn on CPU isolation there's not a huge benefit yet unless the application in the VM is real time in that case you want to give consistent prioritization at both the host layer and the VM layer but if you're not using RT in the VM don't need it in the host layer and in some cases I think we've actually seen lower performance when it's only using RTKVM in your POC lab I think right well anyways let me say this so Mohammed who's over here we're going to see this on the slide he's got a session tomorrow on how to actually implement RTKVM in OpenStack all the configurations and I don't want to ruin the surprise but he's actually got the answer to that in hard numbers so you can either pick him up now and get the question the answers from him or you can go tomorrow to his session which we'll show here in a little bit can I give the short answer to this question? yes I mean the latencies of course they add up so you have to look at the sort of like we had this stack you have to look at the latencies in the hardware and the host operating system and the guest operating system so yeah, you should optimize it optimize all of them so we already mentioned there's a RTKVM is one thing real-time KVM there's also other tricks that you can do already mentioned by Eric you can isolate the CPUs where you're running the virtual machines you can have CPU pinning you can have pass-through to optimize the performance because then you don't have this sort of mess of communication between the host operating system and the guest operating system you can have options in the operating system such as no hc option no rcu callback no memory check exceptions such like that but I don't think we should want to go in any more depth into this let's let Mohammed do that tomorrow yeah I think that's it so just as a precursor there, it's actually done on Red Hat OpenStack so OSP but you should be able to do this with the OSP version because outside of the director stuff that OSP director that you're covering Mohammed I'm pretty sure a lot of the other stuff will be down to kind of flavors and other options that are basically OpenStack agnostic you can see the session down here so if you're interested and again we'll have some business cards up here so if any of you guys want to share your use cases together we have one more question maybe you can take this one wait wait wait wait the guy in the red shirt put that up here didn't he yeah it's answers yes here we go we got one how come everyone's doing anonymous still yep go for it okay it's actually not a question but a correction to mind not where my incompletance were to the VIP question two issues here first virtual IP doesn't virtualize the case interrupts you still need an emulation and then I agree with you that you probably can achieve zero VMX scenario with KVM now I feel better thank you perfect we have one more is there a link to see performance results with or without RT parameters and I think so Mohammed has that in his slides yes so if you want the comparison of RT and non-RT both with dbdk I think you even have different OVS versions one multi-thread one without one OVS okay it's going to be one OVS at the end we'll be covering 2.5 OVS and by the way again the OP NFV mentioned as I mentioned there's this KVM for NFV project in OP NFV those guys have done a lot of presentations about what they've done and they also have this measurement results I can look up some of the links to the slides that they have done but yeah they've definitely done this kind of measurements they have done that kind of measurements I don't have it available right now cool great question so far very brave of you to all use anonymous okay there's my pause of this turned into pretty long advertisement break for Mohammed's presentation tomorrow okay so we have one minute left here just one more thing to show here is that when we put the deck up on the YouTube video it should be there if it's not then what we'll do is if you guys want this deck come up here and write your email down on a pen and paper I have here or you can wait for it to come out in the slides I'm not too confident that we'll be able to get the slides on there because we actually have to send them to the deck summit board and then they attach them to the video so if you want to get them in this weekend put your email in a in a on the paper force the other thing too is that we have this last data point so we have references here so the first three links are actually for a rel version that's coming out soon I can't can't really put a date on but it's basically RT in the host OS so there's an installation guide reference guide and a tuning guide so this would be one of the things you want to look through for doing it in OSP or rel and then Mohammed has of course the opens deck pieces that go along with that and then basically are a lot of a few other links here from Topi and I that we thought were really good to share so more perspective from people that just do KVM and their day to day work so with that thank you very much for your time and it was an enjoyment for me enjoy the beer


M Girls is an all girls fitness programme that's not actually sport specific. Creating something just for females to take part in. Increased confidence, self-esteem. Once they've started M Girls, they've actually come into other classes. They've joined other fitness sessions. It's been really, really positive. What I like about M Girls is it keeps me fit and I can meet up with my friends. Rydw i'n hoffi M Girls achos mae nid o mwy o mae'r chad i fod yn fit a mae'n helpu ni cadw'n iach. To be nominated is such an incredible, you know, experience. I was so, so proud. It's a real good positive impact. My Matters is a mental health and wellbeing project for young people. 16-25, living across Torfaen. The idea originated from identifying that a lot of the cohort that we supported had low-level mental health issues. We decided that this project would come to fruition and we thought what better to sort of deliver that message to other young people than young people themselves. My Matters really empowers me and gives me confidence to help other young people who may have mental health issues or don't really know about it. So it's getting the education and information to really help myself and cope while helping others. To be nominated really gives me confidence that what I'm doing is working and that what everyone else is doing is working. Positive Future is mainly focused on the health and wellbeing of young people in Blaenau Gwent. Not just the health and wellbeing as in fitness or anything, it's just a holistic approach to all mental health that we try to cover every aspect of it. A lot of young people around you lack a lot of confidence themselves through us, the activities we give them. They gain a lot of confidence, you know, increase their knowledge of what anti-social behaviour is because a lot of young people sometimes don't even know that they're committing anti-social behaviour. So through us, through our health, wellbeing projects, then we try to educate them. We seek great results then when they're going back into their schools or back into their work placements. I learned how to like build my concentration better and it helps me in school as well and not just you. I used to like, you know, the other time in school doing really bad things and now since I've been here, she's gone a lot better. The project is called the Mental Health Toolkit and the idea behind it is to promote positive mental health and wellbeing in young people and also to remove the stigma of talking about mental health. So the magazine is a toolbox with case studies and information raising awareness about mental health and the film then is designed to prompt discussion about issues surrounding mental health. It's made me aware of mental health issues in young people. It's a very prevalent issue amongst young people in my area. To be nominated for this award is a huge honour. Hopefully it gives the Mental Health Toolkit more coverage and that this issue can get talked about on a wider level.


Okay, very good morning everyone. Hope you are well Tuesday 2nd of July So quick overview before we're going to discuss actually Rather than me share the headline straight away. Excuse me. Let me just have a look at the screens and You know, I guess as you become more Experienced and you're looking at markets day-to-day the intraday environment Obviously when you when you on your way to work you've pretty got a pretty good idea of how the land lies in You've read a lot of the news stories and market wraps and so on as you come in but definitely turning on the charts gives you immediate clues as to what's going on and And the point being there is that there's not a lot There's not really too much more for me to to fill you in on a couple of updates on the on the Trump this time on the European side OPEC confirmation RBA Also doing as expected largely and cutting rates overnight, but other than that it's been pretty quiet I think that's reflected across the the asset classes. We're looking at here. So most of the assets here are fairly flat stock index futures Very much the case and that's really reflected in the currency pairs gold a touch higher up about five bucks I'll leave Sam to look at the technicals behind that was a couple of nice levels playing out. It's like a trend line as well so one of the overarching themes though being that despite the positivity developing from the trade truce between the US and China Ultimately the global economy is still in a fairly precarious state as epitomized by the weakness in the PMI data that we've had on the manufacturing side Over the course of the last 24 hours or so. So keeping gold Little bit elevated and don't forget gold I'm trying to think what the stat was it had what its biggest sell-off yesterday in a year, so Well in terms of the repricing and the gap down and falling through that 1400 quite aggressively So natural recovery of that move. I don't think it's too untoward And then elsewhere WTI crude We'll look at that in more detail in a second But ultimately it seems a case of a little bit of buy the rumor sell the fact when it came to the confirmation And we'll be looking for the definitive kind of conclusion to the OPEC plus side of proceedings today on that nine month extension so Before I just move on to the headline. I just wanted to quickly look at the S&P 500 because Quite a few questions obviously from the kind of newer traders yesterday about you know, how do you feel about the the equity? Gap up and then where do we go directionally from there? This is kind of casting us mine our minds back to this time yesterday and you can see you had that really aggressive Gap higher on the back of the the positive developments the lack of escalation if anything the opposite with the China and US News that came out Markets then pulled back and overnight. I mean, this is quite typical. I would say of The way of which speculators would be looking at this trying to identify the best point of entry and rather than Waiting for a complete pullback down to the initial closing price that we had in the futures trade on the on the Friday They've instead looked to the you know, mathematically calculated pivot level as the same level of which obviously that everyone is looking at as Reason then to get long because maybe a little bit of profit-taking the fact the market on the gap a little overdone But still ultimately In the short term at least playing that idea that this is a net positive for sentiment and then we moved higher only then to hit Where we were defining now is the record high level 81 3 quarters And a little bit of profit-taking again to ensue through the US afternoon Understand I was off the desk, but I said manufacturing although better than expected that show continued slowdown as well So very much mimicking that that kind of global environment But interestingly from a technical point of view Pretty much played out or did to the tick so yesterday evening Before we went into the last hour of trade on Wall Street where really it just ramped Into the final hour of trade quite aggressively But the entry point there on the technical side coming exactly where that Friday high was so again using the pivot Was that first overnight for the the kind of was about 1 a.m. At the time if you were there looking Sunday going through into Monday night In the overnight session, but then yet late yesterday evening on the pullback to that level and people using that as a re-entry for that long. I think that is quite A prudent play because ultimately although The PMIs are weak. I think the development on the trade side was was meaningful enough to keep at least I would be imagining that all things remaining equal. We should Or a likelihood trade within this now range Given the fact that we've got the Independence Day holiday, of course on Thursday US markets will be completely closed I wouldn't be surprised to be looking at that as the predefined range now at least until we get payrolls and talking to Sam this morning One thing with payrolls is that a number of Americans could well be out of the market, which could impede then the normal Liquidity and so it could be quite a volatile affair Given that fact when we see the jobs data here on Friday So at the moment where where the S&P is sitting just looking specifically at the S&P I wouldn't really have any interest in it at this present point because as you can see is it's absolutely banging the middle of the range Of what was yesterday's high and low So unless we come to its upper lower bounds, it's probably not an instrument. I'd look at too much in today's session Anyhow, let's crack through the headlines as I said, there's nothing here particularly Exciting to the point of which is moving markets this morning But I think warrants the recap of the the current status and now the The situation at least For the next week or two it's probably moved away from China Europe's back in the spotlight and the headline Featured on the kind of front cover of Bloomberg this morning is the fact that the US have added more EU products to a list of goods it could hit with retaliatory tariffs in a long-running transatlantic Subsidy dispute between Boeing and Airbus I think I was reading it this morning and the US claiming that basically America's lost out on about a billion dollars worth of of trade on the fact that You know the subsidy the French government has with EDS and the Airbus unit and how they get a benefit on the back of that And so what's happened the trade representatives office in Washington yesterday has published a list of four billion dollars worth of EU goods in Target of retaliating against these European aircraft subsidies that are in existence now Very important point here. The reason why the market is not responding really too much or too bothered by this news Is is that for one this isn't really new This has been an ongoing dispute for a longer period of time way supersedes the current kind of trade war instigated by Donald Trump and then to this is just adding on top of an already existing lists Valid at about 21 billion of which the US had already proposed back in April and four billion I guess in the grander scheme of things relatively smaller amount, so for for that this is why This isn't really a point to dwell on I would say too much at this point from a from a global macro points of view, but I guess what I would be looking out for is if Trump tweets on the matter if Trump goes beyond just targeting a response to European aircraft subsidies into something more European than wide particularly he's being quite Vocal about the automotive sector which of course the American market is quite critical to a number of the German Manufacturers that could be something of more interest that could create a little bit of negativity in European equities if that type of headline comes The other things of course you saw this yesterday So for anyone who's new to markets You probably sit through my initial commodities lecture where I'm explaining about the the communication Style of OPEC couldn't be any more different to the kind of very structured and coordinated way of which Central bankers talk And that being that you know there's lots of headlines coming out I guess the the one thing that made yesterday a little bit more manageable is what The outcome was already very well telegraphed by the fact that Putin and Muhammad bin Salman have already really given the game away That they'd made an agreement and when an agreement happens at that level between the de facto kingpin of OPEC and non-OPEC Well, then the rest is just a formality because you know There's other smaller countries don't really have the the political kind of clout really or the production physical clout to make a great deal of difference Nine months then is what's been agreed The decision needs to be ratified by non-OPEC allies So we'll be looking for that to happen later today. So in terms of the timing. Here's a reminder of that schedule Just so you don't get caught off guard or by surprise by anything And these are Vienna time so they're an hour ahead opening session 9 a.m. London Close session 10 o'clock joint press press conference will be looking out for midday to get that confirmation I would say a bit of a non-event now, but interestingly I think you got to let the price do the talking and We kind of gapped up here. Just looking at WTI crude This was the gap up on the fact that The lack of escalation Positive noises coming out on the trade talks of US and China is E20 It's that helping you know mitigate any concerns in relief on the demand side But then rallied up got up to around that $60 level But you can see really as the confirmation started to come in in the afternoon Market started to pull back and and really I think this is more of a kind of buy the rumors sell the fact But I guess from a current state of play it does go some way to show the market now if OPEC really want to Kind of give the market another shot in the arm to bolster prices if that was their objective Well, then they've got to do something more powerful now because an extension out until the early part of 2020 is now very much Factored into market prices. So unless they deepen the cuts in itself or they roll out for further into the entirety of 2020 They're kind of losing their ability to support prices up at around these levels so Interesting to see the oil really not responding too much On the back of that, but I guess it's because it's filtered in over the last week or two We kind of knew that was going to be the case to some degree Other things that have happened overnight The RBA through the Reserve Bank of Australia If you're coming in you'll probably realize that there's been a little flurry of price activity in the Aussie overnight So let me just quickly show you. This is the Aussie dollar So you can see that really very quick momentary blip in the price action of the Australian dollar but unsustainable now Just flicking over my chart. So this is when the result came out If we put it back onto a minute just so we can see the way the price reacted you can see Confirmation of the rate cut Little spike lower and then we rallied thereafter Reading between the lines here the reason for the cut don't forget not coming Completely unexpected in fact the majority of analysts on Wall Street were expecting a rate cut on the balance. So First back-to-back rate cuts though that we've had in Australia in seven years The main focal point of course coming as inflation pressures remain subdued across the economy I think that was an interesting chart they had here that basically stated that the RBA has cut whenever annual CPI growth Has fallen below 1.5 percent. So kind of repetitive patterns around some of these key objectives that the central bank has which is in creating price stability and inflation around its target Not only that though, obviously growth has been Fultering you've had a housing crisis for some time albeit now seeing some signs of stabilizing and so another kind of preemptive cut Taken back-to-back now by the RBA But I would say at this point now the interest rates are getting down to around these 1% levels then I think that's pretty much Potentially what we'll see for the moment So perhaps that explaining then a little bit about the idea that they've kind of hit their objective now of what they wanted to do We're 50 basis point lower And now we're going to sit on our hands and wait to see how things Underfold for here on out Certainly if the China US situation stabilizes, that's another positive development as well Albeit granted that's a situation in flux given how volatile politics can be But Aussie overall other than the blip unsustainable and we're pretty much back to where we were if anything back above pivot in the futures Italy This was something to be aware of because we're It's something that's been ongoing of course for a while, but this is Absolutely gone as you would imagine with politics thus far The Italian politicians make a big splash to cajole public sentiment You know really fueling that nationalist feel certainly under the leadership of Salvini in saying, you know Hard stance against Brussels. No, we need to have very ambitious Spending bills and reforms made which of course requires high amount of government spending and accumulation of more debt Which Brussels obviously are very much against because it's in breach then of the rules That they've put in place. So what's happened and this has happened. It's almost like It's like a broken record almost Italy comes back and Italy says, okay We'll cut 2019 deficit goal to 2% because we don't want to trigger this legal procedure That could lead to a large sizable multi-billion euro fine on the country which given its current financial state could be You know have dramatic consequences on the country's ability to borrow going forward and their sovereign credit worthiness so They've tweaked basically this budget proposal in aiming to appease them the European bureaucrats whether that is the case or not basically there was supposed to be a hearing on Italy today But because Europe are at the moment trying to get together. What is there? They're existing team a lot of headline leadership changes happening at On a European level in Brussels and so it's been on the back burner at the moment But this is kind of one of those subjects which is lingering in the background It's not really a focal point of which I would use Fundamentally to judge or make I'd say a trade as such But it's definitely worth monitoring Having a look then at the calendar for today. What have we got? Very quiet overall. You've got the UK construction PMI coming out half nine I think if you remember the manufacturing number the weaker since 2013 Of course the uncertainty surrounding Brexit That is causing a lot of businesses to kind of hold back at the moment And that's transpiring now into the the weakness in UK data otherwise the construction PMI Lesser market moving I would say And it's expected to remain in contraction. The services one coming tomorrow. Obviously is it's going to be the most interesting Otherwise from the US side of things again pretty quiet The API crude oil infantry is of course not coming till later on in the in the evening for speakers You'd have RBAs low said to be speaking at 10 30 this morning So just given the context of the recent meeting a few hours ago from the RBA It could be worth monitoring if you're looking at the Aussie feds Williams a voting member speaking on a panel discussion Which does include global economic and monetary policy outlook. So for sure I suggest keeping an eye out for that 1135 Then this afternoon mark Carney the Bank of England governor is speaking, but this is a local government conference in Bournemouth I wouldn't be expecting too much From Carney at this point It's not definitely not a platform that he would typically use to say anything of substance on policy But just to be aware of that be a three and then feds Mester a non-voter speaking later on at four o'clock So that's also on that the calendar In terms of cable Nothing we need too much to mention on brexit Certainly nothing I'd say from a trade point of view But just keeping an eye on cable. We are just coming close to retesting the initial Late age of Pacific low that we had. All right on that note. Let me just change over My screens and I'll swap with Sam and then he can come on and talk you through a few other things as well Just give me one second Just trying to find Sam's name. I can't have him on the screen with my name He'll have words with me after the briefing. So looks like his names moved on my control panel, but I Think I found him. Here he is. Okay. All the best guys. I Think we can all be in agreement that have been a massive compliment to Anthony to have me Over his name, but just having a look here at the the charts obviously the that gap feel in inequities was Something people would have been iron up all day. I mean for it to come in around 738 o'clock, I guess you can just argue how much you could have got out of it about having to hold it overnight really Strong support and that's gonna remain a level that people will will have marked up on the chart for sure To the upside obviously just seeing a bit of a downward movement here But to the upside if we were to keep pushing on you can see that 2973 certainly level I'd have marked up Bit of support before the the pushdown post cash open and then resistance after that had occurred So that's somewhere I would would have marked up on the chart now. We are just seeing a bit of a Push lower here in in stock so to the downside from where we're trading The the lows of the the morning 2960 but of course the s1 yesterday's low the gap feel very much the most important level here Of interest and just having a look over at the other equity markets that gap feel and NASDAQ has not come into play yet So that's one that I would would have marked up a level of interest 77 27 Whether we can get back down there today or not obviously time will will tell But if we if the reaction we saw from the s&p is anything to go by I would definitely be keeping one eye on that the Dow Complete the gap feel first around 530 We then got down towards the pivot area before finding a bit of support But not not as is interested in Recovering into the back end of the session the key level I would say for the Dow just above the pivot Similar sort of low before the breakdown we had in the afternoon. So 26,747 on the on the futures But we are just seeing just stocks in general here to come under a bit of pressure the Dax I'm just leading the way as you'd expect from eight o'clock open We are just however coming into a bit of support from yesterday evening on the Dax Unless that was to really go wouldn't be getting too excited here But you are just getting a slight bit of risk off this morning and speaking of safe havens That reaction in gold to equities dropping lower to see a bit of a tick higher Certainly looking at this from from yesterday's Price action we never got near to having a go at trying to fill the gap So that's something that I would still be thinking about from a risk-reward point of view throughout the the course of the day or week But also before we get there you would have to to get past this potential trend line on the R1 and a lot of A lot of selling from from late yesterday So before getting too aggressively long above where we're trading, you know So this is your your line in the sand here where we really struggle to get above and of course 1400 just a bit above where that would be as well to the downside the pivot you can see offered quite good support This morning and I guess if you are looking for the move to come lower same sort of We're looking at things in that probably the break of a trend would be a good way to get involved in between The two probably not worth getting too aggressive if we're really not in a trade there and look over at the currencies euro Is it I guess it was it was a tricky one yesterday initially on that that retest that we had back on the The lows from from last week and see spike and through pool coming back down helped by The slightly stronger US data that helped push us down and now if we just have a quick look over at this on the longer chart Let's move that around The fact that we close below the all-important Top of this trend Let's put that on there roughly drawing I Second just to modify that So the fact that we've now closed back below this this trend channel this would be Something that I'd be looking for it'll paint perhaps the retest of that area For a level to go short and then to the downside as a point of support You've got certainly on the futures just a little bit below where we're trading So even if we were to push lower here in the euro just be aware the highs that we have back on the 19th and 18th of June will be key Before we can perhaps push lower and then maybe get a test of the the trend lines from the lows of the year So putting that back to you know the shorter time frame you can see just the importance of this trend channel yesterday Initially in the morning. We found really good support around eight o'clock before that breakthrough A quarter past four and you had a further push from that that looks to mark up around the pivot And along with the the lows that we had from yesterday on that trend channel Could be a good area to look to get in to the downside You can see a break of the low of the day probably not the best risk reward To go short because of these lows or highs that we had back in In June as mentioned the pound as I said not too much going on really we had a retest of the The bottom part of the range yesterday We had some weaker data out as well a couple of good opportunities to get short although small range There for the pound and despite the the dollar strengthening yesterday didn't move anywhere near as aggressive as the euro Despite that really bad data to the downside 126 58 the high of the 17th could argue that's a support in price for now I think with both the euro and pound looking for short if we can just drift a bit higher up to get a better price for that How many a quick look over? other markets the oil just to wrap things up you can see Not far off the the middle of the weekly range so far that we have That gap feel almost coming into play and that level still was something I'd keep an eye on yesterday's low s1 And then the sort of the highest point that Friday closed that that's something I would have marked up And what offered quite a good trading opportunity yesterday was that break of the morning trend as that went through? Obviously, it's relatively rough sort of trade Trend to have on you can see a similar thing happening here And perhaps waiting for the afternoon and this break of the trend for a short if that's what you're interested in It's not a bad bad idea To have marked up there as usual any questions Please do let us know for gold is waiting for a break either way despite stocks is coming down I wouldn't get too aggressive just yet unless we were to well almost break the levels we're trading at now and Those trend lines that come in certainly here for the Dow and the S&P you can see While it's a bit more steeper. You can see I The early hours we did break through this a maybe sentiment just to the downside at the moment But not one to get too aggressive with I would say right now just given the the open that we've gone through in Europe I hope you all have a good trading day and I'll catch you in the chat, but of course any questions, please Do let us know


German Air Force pilots joined the Israeli Air Force on April 26, the annual Independence Day flyover that marks 75 years of the Jewish state's existence. This year over 100 aircraft participated including foreign air forces from Germany, the United States, the United Kingdom and Italy. The celebrations for the 75th anniversary of Israel's 1948 independence took place this year while the country has been mired in weeks of unprecedented nationwide protests, primarily in response to a plan by Prime Minister Benjamin Netanyahu's Nationalist Religious Coalition to overhaul the judiciary. Ahead of Independence Day, the Central Bureau of Statistics issued updated population figures of 9.727 million, of which 7.145 million, 73.5%, are Jewish and 2.048 million Arab, with 5.5% other.


Here are three quotes that you can use in any essay on Dr. Jekyll and Mr. Hyde. Number one, man is not truly one but truly two. This is what Dr. Jekyll ultimately realises. He accepts the duality that exists in all of us. We have an uncivilised side and a civilised side, an evil side and a good side, and we need to accept and reconcile this otherwise it will lead to tragedy. Number two, Hyde is described as some damned juggernaut. Now what this is illustrating is that Hyde is an unstoppable and destructive force. And number three, Dr. Lanyon says my life is shaken to its roots before he dies. What this illustrates is watching Jekyll transform into Hyde is a transformation that's far too great for him to bear. Now don't forget guys that I will be doing weekly English GCSE Language Report 1 and Language Report 2 revision classes from this Sunday all the way through to the final GCSE exams so make sure you sign up.


What's up everybody? Jason here for jazbyzcasebreak.com. Quickly doing a random number block randomizer for picketing number two of one-on-one basketball This random number block holds the Lakers net's butt So you get a piece of these three teams for a fraction of the price. Remember you get a random number from zero through nine We go by the first number on the left side of the serial number dash There's your examples remember any one-on-ones go to spot one any in all redemptions go to spot zero and any non numbered Cards like a downtown like that will be randomized to the group of customers. So here's the dice roll Here's the customer names from Gretchen on the will then zero one two three four five six seven eight nine Let's roll it and we got ourselves a four and a five nine times. Good luck one two Skipping what will It's a four and a five nine times will down to will at the bottom All right, we got a four and a five nine times nine times one two three four five six seven eight nine times Two down to zero So Will with two nine three eight Gretchen with five will with seven one Six Gretchen with four and will with zero. There you go guys So again One more round a number of our randomizer needs to sell out so we can break open that pinning one and one basketball number two We were down to six left seventy seven dollars get to a piece of the Thunder rockets first nuggets blazers Jasper's case breaks.com. Appreciate it guys. Good luck


Alright guys, thank you very much. You guys prepare some questions. I'll be starting out here. Okay, first, Matthew. Marketing as mathematics. I just wanted to ask you, when you're coaching your adventures at 500 startups, what is actually the thing that, the one thing that you do that makes the biggest difference? What can you really often tell them that if you do this, it's going to get better? Yeah, actually implementing the analytics tools properly, it's quite surprising how many startups still either don't have analytics or they don't have analytics implemented properly. And when you're not confident in your data, you really can't do any testing, you can't do any measuring, and you're kind of just shooting in the dark. Alright, good. So use the tools. Yeah, absolutely. Alright, and then your speech here, Fabian, made me think of my dad, because he was one of the guys that started up advertising in Sweden out of months in the 60s, and he's an art director, and I really want to know that I understand this correctly, because I think maybe telling him what you are saying will be a big blow to him. So the question is, is the art of advertising dead? No, and I'm hoping it didn't come across like that. So as I said, even though you have all these testing tools, and you should embrace them and use them, doesn't mean that you can't be creative, quite the opposite actually. So these tools mean that you have some constraints in getting quicker results, which is a good thing. But on the other hand, usually, if you just like test very simple things, you're not going to get the same good results as when you actually sit down with an art director, maybe even, and have the art director come up with a really good idea on how to sort of, for instance, talk to a very specific persona. So she may have an insight in how to actually address their problem in a better way. Now, the beautiful thing these days is now you can test it and see whether it's actually working. And yes, some people don't like it, but that's the sort of reality we have now, and it's a good thing. Okay, so it seems like I can smooth it over a little bit, so we won't get a heart attack right away. All right, questions out there. Raise your hand. There is one over there. Please state your name and your organization and who you want to ask. Hi, my name is Hampus, and I think both talks were really good. I really enjoyed them. I've done a lot of startups, and I interact with a lot of startups, and I think this was super valuable for a lot of startups. I have one question. Mobile. What you're talking about here are like the sort of very nice, clean world of like e-commerce and web where sort of you have nice funnels, and I mean, they're great tools. If you were in the mobile world, yeah, you could run a mixed panel, but every time you submit, you have to wait two weeks for Apple. Are there any Javani ideas or thoughts? Are there good tools or any tips? Because if you're a mobile company, every time you're thinking about A-B testing, yeah, you have Apple in your way. And the same thing, are there good tools on sort of both sides? Yeah, I can actually jump in. Mobile is really hard. I'll just start with that. Like you said, if you're running a split test, the iterative time that it takes to get through each iteration, it's really long term. So getting fast results is difficult. Resubmitting to Apple. Apple basically does not make it easy. I think the tools are getting better though, and over time we'll get there. Mixpanel, Google Analytics, all the tools I mentioned, they work for mobile as well. I don't have a great suggestion specifically for mobile. You kind of have to hack together your testing. I'm not 100% sure. I believe Optimize now supports better tests on mobile. More questions? Need some coffee, maybe? Oh, there is one. My name is Andreas. I was wondering about the marketing mix. If you look at paid advertising, for example, versus inbound, whatever you've used on that, I guess it depends on what you're doing, but do you have sort of a general starting point? I'm sorry. Can you repeat that one more time? Inbound marketing, for example, as a compliment to paid advertising? Yeah. I tend to use a lot of different marketing methods as a supplement to paid advertising with the ultimate goal of bringing down cost per acquisition. Email marketing, for example, when you're acquiring users, some of them drop off, and you can actually use email marketing to bring them back, therefore lowering your overall cost per acquisition. I think that answers your question, maybe? Yeah. It was more sort of along the lines of paid advertising as part of the mix in terms of, I guess, how much time and effort you put into the different things. Yeah. I mean, paid advertising obviously is my job, so I spend a lot of time there, and when I approach a new startup, that's what I help them with. In terms of overall pipeline of what you have to work on, it all depends on where you are in your business. If you're about to hit that growth curve, then I would be spending a lot of time on paid acquisition, because that's going to help you really accelerate growth. But if you don't have a lot of users yet and you're still pre-product market fit, focus on product. Okay, I want to have one over here as well. One more prominent speaker. Emily Best from Seed and Spark. If your goal is engagement more than conversion or conversion plus engagement, what are the metrics, funnels, and tools that you like to use or that you would recommend? Again, engagement is something that will increase your lifetime value of your customer. So the tools I like to use to measure engagement, again, I use Mixpanel a lot, actually. Google Analytics too. That's a great tool for engagement, but trying to measure engagement is kind of going down a rabbit hole, and then when all you're thinking about is like, all right, how do I measure? What do I measure? You kind of get lost in that. So when you're early on, and I would just pick a few big potential changes that you're looking to make, like Fabian said, really go for those broad, big changes. And when measuring engagement, at the end of the day, you technically could define a certain level of engagement as a conversion, right? If you say you don't have a newsletter sign-up and you're not selling a product, you could say, well, basically, after talking to a couple of people who visit the website that if people spend more than two minutes on it, that's a good thing. So that's high quality engagement sort of stuff. So you could define that as a conversion goal. Of course, it's not as rigid of a framework as like cold-heart cash. But technically, you could say that's a conversion as well. All right. Where's Juan in the middle? My name is Mick. Thank you for a great lecture. I think it's really great to hear that creativity can actually be tested and that you can actually use mythology to test good ideas. I work a lot with entrepreneurs, or entrepreneurs as well, people who might have a good idea or think they have a good idea. So I'm just wondering, how can you, in that very early phase, on that very early phase, how do you see that you can actually test ideas in the sense that you might not even have a website, you might not even be sure what kind of product you should make, but you like in the creative phase, do you see that you can work scientifically or with the tools that you're talking about to test the potential of an idea? Yeah, I mean, absolutely. I'll dive in quickly. So, I mean, Eric Reese's book kind of talks about that and you can use paid advertising to figure out whether your idea is valid or not. You can also use it to discover who your customer is. So, let's say you just have the sprout of an idea, throw up a quick landing page, put an email input there, put some advertising up, you can even get away with just spending a few hundred dollars and get results quite quickly and yeah. Unbounds is really good for that. So, with Unbounds and Google AdWords and let's say, and another five hundred dollars, within two or three weeks you can quickly test two or three different ideas against each other or let's say two or three different ways of discussing an idea, right? Put up a simple landing page with Unbounds, you don't need any programming skills to do that and connect those landing pages with an AdWords campaign, for instance, and within Unbounds it will tell you after a while whether your differences are statistically significant and you'll know okay, wow, if I call them, if I talk about puppies and not kittens, that works better. Yeah, quickly, another good tool is LaunchRock. It allows you to really just, with a few clicks, no development skills needed, throw up a simple landing page and drive traffic to it. All right, I have just a terminology question to you, Matthew.  What's the difference? Yeah, so growth hacking mainly focuses on free methods of growth, you know, virality and basically anything having to do with free and it's actually a lot of focus on internal methods, like changing certain buttons or getting referrals from your current users. Distribution hacking focuses on paid advertising and then using some of those internal methods to lower your cost per acquisition or raise your lifetime value. There's actually a ton of overlap between the two, but the main distinction is paid with this distribution hacking. So I think my, hi, me again. So my question is, if you're working with large volumes of users, that's all great, because then you can do this. So my previous company was like B2B with potentially 10 customers in the world. Hard to do a lot of data there. But something that we've thought a lot about is how you can enrich those content you get. So this is going to be a niche question. How do you, from an email address, what tools do you use to, from an email address or from an IP address, get as much data from users as possible? Do you use full contact? What tools do you use to get somebody's LinkedIn profile or whatever? Sorry, I need your question here, but I need the answer. We've tried a couple of those. I'm keen to hear what you've tried. Sure. So first I'd say ask your users for that information. Try to get it from them. But again, if you all you have is an email address, there's, gosh, of course I'm going to forget the name right now. There's a couple tools out there where you just upload your list of email addresses and it gives you demographic information. Come ask me after. Email me and I will give you that name, I promise. Do we have time for more? I think we're going to end it there. Thank you very much, guys. I think this first session was really make it happen. It was down to manual basic stuff on how to do things, actually. The tools, how to do this. One last question. If you want to get into your presentations, where can we find them and can we? Yeah, I'll put my email address up there, so I'll send it out to anyone who wants it and then I think it's going to be on the MediaEv website as well. Cool. Yeah. All right. Yeah, I guess we can just upload them to slide chat, for instance. Yeah. All right. 12.15 is the next session, so be on time and last applaud to these guys.


Basically, it's charade where there's a topic that actually I made it. I'll show you while I'm preparing. You got you two can talk to each other. OK, so Barry.  I was just a student, no more student.  You didn't do that. I just it's kind of on here, too. Don't worry about it. So what did you study? Quite attendant. Oh, really? Oh, still this. Nice. I have a I have a friend who she she's a flight attendant as well. She lives in Germany now. Oh, yeah, Germany. So that's that's far. Yeah, it is far, but not for a flight attendant because they're always flying. This is the rules that I made up. Really, let's go. OK, I'll read it. Rules one, player will choose the topic. Two, there are two total parts in each topic. So those are the topics. Yeah, I see it, I see it. OK. Wait. Who is joining? Huh? Who's joining? Who's that? Wait, McConnell, how'd you get in here? What? How'd you get in here, dude? McConnell? What do you want? What are you doing? We're doing a game. We're playing charades. Charades. Yeah. Yeah, I played that game one time when I was a kid. Yeah, that's that's kind of what we're doing on Twitch now. We're appealing to children. That's why we started opening up Pokemon cards. You've been doing that for years anyway. Yeah, it's true. McConnell, have you met Barry? Hi, Barry. What up? So Barry, McConnell is a he's a professional wrestler, a professional athlete in America. Yeah, he competes in WWE and WWF. So he's very famous. Thank you. So McConnell is what do you do, S-Fan? What do you do? What do I do?  Yeah, I'm trying to learn. I'm trying to learn from NMP. Farming emotes, huh? Yeah. Well, that's awesome. I hope you guys have fun with your charades. Thank you. Thank you. OK, bye. All right, bye, McConnell. Bye. That was very random. OK, I got in here. That was weird. Barry, what are you going to come visit America? Maybe next year? Next year. Oh, nice. Very good. Yeah, I'm trying to go America with Genie T this time. Oh, really? Genie, did you know about this? Yeah, I don't have a visa yet. Oh, yeah, getting a visa. It's OK, Aspen can help you get your one. Yeah, I have a guy. His name is Reverend Jones. Anyway, so go ahead. Actually, my food is here. Before it gets cold, let me be right back. What is your outfit today? Is it some kind of cosplay? Yeah, it was a devil cosplay. Uh-huh. A devil cosplay. Where are the shorts and skirts? Ah. Cool. Ah.  It's fortunate that there is no Aspen right now. OK, Aspen. Hey. Yeah, you missed something. Cool. Red Prince. Yeah. Missed legendary cut scene? Wait, what happened? You missed legendary cut scene, brah.  Wait, hold on, they're spending me a clip. We tend to speaking. OK. OK, let's play the game. Is that a standard clip? OK, OK. Let's just play the game. We should probably play the game. OK, let's do it, Aspen. Like, who should play first? And then what is the punishment? You know what? You know what? Punishment. If Aspen loses, Aspen should do T-Mode dance and upload on the Twitter. Nope. Nope. Nope. That's too far. No. That's not punishment. That's torture. All right, Chad, are you guys ready? You guys can guess, too. What do you mean, how do I decide? I'm kind of confused on how this works. You sent me charade list animal and you sent me the name of the animal and then the picture of what the animal is. Uh-huh, yeah. And then you just do the body language and then I guess it. Oh, and I have to do the animal? Yeah. Start. Stop stalling, Aspen. I'm making sure I can see it. Oh. Go, go. Five minutes started. Apply. Wrap. Guess this. Gorilla? Chicken, chicken. Next one, next one. No L. You will, Gary, you have to continue. Timer, timer. Berry, berry. Timer, timer. Seal, seal. I can watch this all day, dude. The whole knife. I'm going to skip this one. You cannot skip. Yeah, I can skip. Wait, only you can skip? Yeah. Oh. Okay, you can do another. Okay, I'll skip it. You can do another one. What a coincidence. I also wanted to skip. You did a good job. You did a good job, Aspen. No, I'm tired. I want to choose twitchy mode. Okay, twitchy mode. And then who do you want to choose? Dini. Me. Okay. Well, I want to do this one. Can I do it? Ask Berry. Berry, can I do it? It's up to you. There. Aspen said he wants to do the twitchy mode. Really? Yeah, do you want him to do it or do you still want me to do it? You can decide. Okay, he wants to... Aspen? Aspen. Okay. Aren't you tired, dude? Oh, I'm tired. He told us. You're tired, tired. I have a lot of energy. Okay, you ready? Yes, I'm ready. Three, two, and a half. One, go. You have to research. Research, research. Type it in chat, type it in chat. All right, all right, all right. Dini's dancing right now. Uh-huh. It's good. Good. Nice. Yeah, you can skip, you can skip. Skip, skip. Okay, okay. Resident to slippers? Yeah, okay, very good. What about this one? No, that's the wrong one. That's not like this. It's not the right one. Come on. Come on, this is mine. Come on, Berry. Oh, playing fishy. Oh, yeah, that's right, that's right. Okay, you're going to choose animal? Yeah. Okay, and? I choose berry for animal. Okay, okay. Okay, I'm going to start the timer. Lemur? Yeah, I think I know what that is. Do more, do more, do more something. What else does that animal do? Okay, that, hugs, trees, a hippie. Panda bear? Oh, nice, okay, cool. Yeah, I don't know what this is. Brontosaurus. Giraffe. BBB. BBB. Teemo. I don't know. Frog, a rabbit. Ding dong ding. Ding dong ding. I guess octopus or squid. Yeah, I'm confused. Elephant, okay. I don't know why you're pointing. Okay, never mind. Crab? Yeah. Yeah, crab. Michael Jackson. Pig. Ding dong ding. Nine? Who is it, dude? Alligator. You got everything. You did. Good one, me. I'm an expert. I know I'm an expert in animals. But Berry actually did it really good, too. Yeah, Berry, you did a really good job. Yeah. Yeah, I think giraffe was really the best one. Go ahead. Rabbit was good, too. Any kumfant?