 I think it's important to come to CES from a marketing perspective because culture is being created by technology and if you're not aware of what's happening and participating in it and actually experiencing it, I think you're going to miss, we're going to miss a lot of opportunities. So we bring a group of folks down here every year to really immerse ourselves into it and really understand what is leading in culture because when we go back our brands have to be not only thinking about the technology of where it's culture is going and this is the perfect place for us to actually really feel it experience it and then take it back and apply it to all of our marketing plans. At CES this year, I'm really excited to see what technology the companies are showing and unsurprising AI and autonomous have come front and center. I think it's really great and interesting as AI starts to become more and more part of everyday conversation and sort of in the fabric of who we are in the world that we give examples of AI for good to show that it's not this scary technology that will, you know, robots will rise up and kill you in your sleep but that there is a really good coming of it. When I think about technology in the kitchen, for instance, how a microwave is going to be talking to or refrigerator is going to be talking to my phone is going to be talking to my whole house is something that's extremely intriguing for me because all of that data all of the opportunities for us to figure out how do we insert ourselves in people's life in a valuable way, it's all connected now. I think back to, you know, earlier times our company's been around for 150 years voice is actually in curing in an audio is a big part of how we built our brands. Over the last 20, 30 years we've probably gotten away from that as video is kind of everything. So really thinking about how we need to build an audio kind of brand strategy has become something we took last year and started to apply it to a couple of brands. This year with how fast it's moving in terms of voice like if we don't have that as part of our brand strategies we're going to be missing the boat. So it's moved from do we have another line in our media plan around radio or, you know, that we feel good about to what is our audio brand identity and how are we thinking about getting to places where the consumer is in all of the different touch points in our voice and how you can actually interact with, you know, technology to get something that you want. We actually have some video advertising in market right now that's performing quite well against our business buyer personas. We also have, you know, of course the use of AI and that's becoming, you know, a kind of a crawl walk run using that more and more in some of our email and our web work to do a better ad targeting and things like that. I think in 2019 Intel is looking at showing the technologies showing that AI isn't this scary thing but that there are real world workloads and applications that are helping different industries, people, animals, etc. Looking at the consumer journey, if we don't think about the holistic experiences marketers we're going to be missing out on massive opportunities for getting more loyalty, acquiring new people into the business thinking about data and how all that's going to influence differences down the line. And so planning that way has become, you know, around the experience has actually, I think, becomes what every marketer has to do in the future. My sense is that most companies are at different levels of maturity. I mean, there's an awful lot of technology out there. You know, 5,000 plus smart tech vendors and I think you always have to remember to focus your efforts around the customer and leverage those technologies as appropriate. So I think there's a lot of good work being done out there. We are also, you know, changing the game internally. We just went through a big digitalization of the function for marketing in North America. We launched a brand new web about 10 months ago and we're really excited about being able to, you know, provide a better user experience. I think at the end of the day that's really what all that tech is helping us do.