 It has never been a better time to do marketing either and what do we need to harness data and make data intelligent. We have built over 200 data models and we are very much investing in artificial intelligence, machine learning and propensity models to ensure that we orchestrate the next best offer, next best action and next best communication for our customers. We have seen that you know everything now has to be hyper-customized. Everything's personalized to that degree which also means the voice of marketing, the voice of brand is going to have more weight at the C-suite as well. I think more and more consumers want to enjoy the experience of digital. So you need to be not only delivering the functionality but have to do it in a fun way.