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Archives for August 2008

Aaron Worsham / Aug 19, 2008

ERubyCon – Charles Nutter talks JRuby

I was at erubycon this weekend and it amazed me just how low the opinion of Java has fallen in the Ruby community.  Microsoft, by comparison, got off lightly with only a few Vista jabs.  They were kind (and wise) enough to weather these bumps in their own office space with good humor and grace.  Meanwhile Java was taking it in the gut all three days.

Somehow without word or warning, battle lines are forming in the sand.  Some Rubists new to the history of languages are painting Java as ‘your fathers language’ as if less than 10 years could separated generations across an insurmountable divide.  If only we had someone who could bridge this chasm and unite us.  Someone  who could defuse the fear, uncertainty and doubt about how Ruby can co-exist in our Java-vested Enterprise oligopoly.   It would also help if they were just the right kind of crazy to have fun while doing it.

Charles Oliver Nutter, JRuby engineer and recent Sun hire, clearly has his work ahead of him. He is the personification of the Man in the Middle, representing the Ruby community by working in the heart of the Java empire.  JRuby bridges the gap between Ruby and Java by finding common ground.  The JRuby compiler is a JVM interpreter for Ruby language allowing Ruby to be compiled into Java Bytecode and run on any JVM.  While I may have glossed over some of the sticker parts of the technical description, I was intentionally careful in not mentioning Java.  As Charles said in his erubycon talk, Java is just the bathwater; the Baby is the JVM.

HotSpot, Sun’s JVM is a marvel of engineering accomplishment.   Sun’s Just In Time compiler, fast memory allocation, and native fully parallel thread support are each billion dollar investments in Intellectual Property sitting on your server or desktop free for anyone to use.  The brilliance in JRuby is in recognizing the awesome possibilities of working with the JVM instead of demonizing it.  You can remain a pure Rubycolyte and work within the Enterprise because, as Charles said in his talk, he writes the Java code so that you don’t have to.

My personal impression of JRuby was very possitive.  We all know enterprises have Java running on their servers.  They understand Java Application Servers and trust them with a absolution that borders on faith.  When I learned from Charlie that Rails applications could be compiled into war files and distributed to my JBOSS Web Application cluster, I nearly sprained my jaw in agaped amazement.  This was the decoupling option I have been desparately looking for in Rails; Code separated from Implementation, Language separated from Infrastructure.

Technorati Tags: ruby, java, jruby, web development, jvm, internet consulting

Sarah Worsham / Aug 18, 2008

Process for Using Twitter for Business

If you are wondering about using Twitter for your Business, Web Strategist has a good article on the steps involved – Web Strategy: The Evolution of Brands on Twitter.

Here is a synopsis of the steps:

Babysteps:

  • Identifying if this is the right marketplace
  • Listening to clean insight
  • Registering the namesake

Walking:

  • Decide on the persona
  • Decide on the method of engagement
  • Examine the digital communications policy

Running:

  • Integration with other tools
  • Aggregation and joining conversations
  • What’s next

Technorati Tags: twitter, social networks, social media, internet marketing, internet consulting, internet business strategy

Sarah Worsham / Aug 18, 2008

Using Pay-Per-Click (PPC) Campaigns to Attain Business Goals

Sadly enough, too many advertisers initiate PPC campaigns without knowing what the end goal is. A word of caution: Traffic is not an end goal! …PPC campaign effectiveness is judged by its impact on the company’s bottom line, and the return on investment. Campaign optimization is measured by an increase in CTR and improved quality score. – Ask Enquiro – Key PPC Best Practices (Part 1 of 4)

I’ve had many clients who ask me to increase the traffic to their website by helping them optimize their Google AdWords (PPC) campaign.  Often the client is already getting pretty good traffic to their site through the AdWords, search engines and direct traffic – the problem is that all the traffic isn’t helping them attain their business goals – increased leads and sales.  In these cases taking a look at the landing pages and the usability of the site can often give clues as to why the traffic is not converting to sales/leads (we’ll cover that in more depth in a future post).  Most importantly, think about what the business goals are for your PPC advertising and maintain consistent wording on ads, landing pages and through out the site.  To measure effectiveness of your PPC campaigns, think in terms of business goals – conversions, sales and ROI.  The Ask Enquiro article has good information to help you run effective PPC campaigns.

Technorati Tags: advertising, pay per click, PPC, internet marketing, internet consulting, internet business strategy

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Sarah Worsham (Sazbean) is a Webgrrl = Solution Architect + Product Management (Computer Engineer * Geek * Digital Strategist)^MBA. All views are her own.

Business + Technical Product Management

My sweet spot is at the intersection between technology and business. I love to manage and develop products, market them, and deep dive into technical issues when needed. Leveraging strategic and creative thinking to problem solving is when I thrive. I have developed and marketed products for a variety of industries and companies, including manufacturing, eCommerce, retail, software, publishing, media, law, accounting, medical, construction, & marketing.

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