 So, my name is Keena Mooney and I'm the head of Digital Subscriptions and Reader Insights at the Irish Times. So the role that I have is a role that didn't exist four or five years ago in the Irish Times. So my talk, I predict, was really around that team of change. The media industry is one that is in constant change and has undergone a lot of change. We introduced an analytics function into that. The technology behind that is one challenge, but really it was about how we incorporated a data culture within the organization. My talk looked at where the organization was before we incorporated the analytics function and then some of the things that we did in order to introduce that data culture into the organization. Some of the elements were around talking to our stakeholders about what it is that they needed. So, talking to them about what decisions they were making on a daily and weekly and monthly basis and how we could help them at most with making those decisions. One of the key tips I had was on hiring really good people. So the Holy Grail is hiring technical analysts who have strong communication skills. Sometimes you need a hybrid of your team that you have strong technical analysts combined with strong communication skills and talking to your stakeholders and having those communication skills is key. Another tip that we had was to find the evangelists within your company. So find those people who can help you in spreading your message and also another tip that we had was around getting some quick wins to show people how the data can be used and how it can help them in their day to day job. We also talked about building trust within the organization. So there can be some skepticism around the use of data and how it can be used and some fear about it. So building trust for our stakeholders was key so that they could see how it could help them in what they're trying to do. And the final point we made was around the importance of editorial integrity in the Irish Times. So our aim is to be data informed and not data led. It's a crucial distinction and if we were data led we would only be led obviously by the numbers. Being data informed is really about giving people the information they need to make informed decisions on how they use that data.