 This is a historic moment for marketers to take advantage of the new technologies that enable us to engage with our customers, our suppliers, and our consumers as never before. And so I really encourage people not to be swayed by the technology itself to understand how to command the technology in a way that is focused clear about the objectives and is most likely to deliver value to consumers. And by delivering value to consumers, I'm talking about a long-term sustainable strategy that will engage your customers, not only exciting them to create content and data for you, but to make it a reciprocal relationship that taps into their values so that they become long-term, loyal customers and the biggest marketers of your brand.