 You know, the next area which Johnny touched on really, really nicely, is really around compliance, security, privacy and cyber. And you know, we're seeing this as a real inhibitor actually to rolling out comprehensive analytics programs. Because organizations are worried. You know, Johnny flashed up the EU directive earlier on, which is really putting the power back in the hands of consumers and the data owners. But there's huge complexity for organizations, right? So every time we're looking at data, you're thinking about, you know, do I have permission to collect at number one? Do I have permission to process it in a certain way? Where am I going to store it? You know, how long am I allowed to store it for? When do I need to delete it? And you know, if you think of organizations then that work across border, you know, that becomes hugely complex to actually define all those requirements, but more importantly to monitor them as well. And that's a real challenge. And that's a real difficulty for a lot of organizations taking that big step towards analytics. And I think very related to that is, you know, organizations, 19% of them have a real fear then around, you know, either not complying to those regulations or losing them. You know, we had a very simple example, obviously, with Irish Water actually recently with PPS numbers which got a lot of media coverage around how PPS numbers were being used. And I think there's a massive, you know, increase in awareness for consumers, you know, a really close focus on actually how the data, their personal data has been used and processed. And then the final area of risk is really around cyber. You know, if data is going to be core and data is a key strategic asset, you know, you're really more vulnerable then to cyber attacks. You know, you'll do all this great work to try and concentrate and pull data sources together, but you know, that can increase the risk of cyber. And interestingly for me is that, you know, it's pretty clear that people see that risk, 44% of them of their respondents identify that. And on the flip side, you know, only 10% of respondents saw that analytics can actually help with the cyber risk, right? So what do we mean by that is that when you think of organizations being hacked or, you know, are being attacked, you know, analytics has a huge role to play in actually the ability to apply sophisticated monitoring to either find those attacks and investigate them really well.