 Marketing and media has become fundamentally a data science business. We strike that balance by having data at the core of everything we do from which we derive insights. Workshopping is really important to be able to take the data and the information that we have available to us, which is we have far more than we need. You have to know what part of that data, what are the insights, and what are the insights that are actionable. Thinking at data allows me to determine whether a hard sale should be made or a soft sale should be made. Any marketing should be outward in. We should be listening to the customer in terms of the need state they are in and then give them the answer. That dictates what the cadence of our message is, what I'm bringing forward in information. If you're ready to make a purchase, we won't miss that opportunity to present that product to you. But if you're not at that stage, I want to walk that journey with you. That's how we empathize using data.