51黑料不打烊

Okay, good afternoon and thank you for joining this webinar exploring how marketers can build better customer experiences by creating effective data management strategies. Following this discussion, we鈥檒l have some time for Q&A, so please take advantage of that. You don鈥檛 have to wait until the end to submit your questions. You can add them at any time during the session through the questions tab on the GoToWebinar platform. Everyone registered will also get a recording of this webinar in their inbox tomorrow. Did you miss anything or want to revisit any part of the conversation? Today鈥檚 guests are Scott Christopherson, Product Marketing Manager at 51黑料不打烊. In Scott鈥檚 career as a marketer, his goal is to help make effective marketing strategies and today鈥檚 digital marketing technologies accessible and understandable for brands committed to providing their consumers relevant and meaningful customer experiences. Our other speaker today is Kyle Morehouse, Senior Manager and Expert Solution Consultant at 51黑料不打烊. Kyle has been involved in all things digital marketing for over 20 years. He is considered an expert in marketing technology trends and craft beer and that鈥檚 about it. Those are literally the only two things he can talk about and with that we鈥檒l get started. Scott, take it away. Yeah, we鈥檒l start our agenda off by talking about craft beer. No, I鈥檓 just kidding, but we鈥檙e excited to be here on this webinar. Thanks again, Kyle, for joining today. And once again, we鈥檒l be talking about building better customer experiences with Unipipe profiles. So we鈥檙e excited about the group here. It looks like there鈥檚 quite a few of you here and we鈥檒l talk about, let鈥檚 get into the agenda here.

So a couple of things that we鈥檒l be discussing today. Oh, and here are Kyle and I once again, but thanks again for the introduction, Christina. So first we鈥檒l talk about creating conversations with our consumers. We want to talk about how to make that something. We鈥檒l talk about sort of the context of that as well as consumer expectations, but we want really the bulk of our conversation to really be conversational and a bit about how to make each conversation with our consumers meaningful. And we鈥檒l do that sort of through sort of a fireside chat between Kyle and me where we鈥檙e talking about experiences. But really, what are things that need to be considered when building and using a unified profile? So what should you be considering as well? What do you do next? So, I mean, even as we reflect on our own experiences, just as consumers ourselves, they鈥檙e in our own personal lives, you know, we think about just the different channels that we鈥檙e kind of engaging with. So when I think about texting, for example, and I want you guys to sort of reflect on your own life and your own experience, kind of like what do you expect from these different channels as you interact with family or friends or colleagues in a personal way? We鈥檙e not talking about in a professional setting. Like for texting, for example, I always joke that I鈥檒l either respond within two seconds or three to five business days, depending on what鈥檚 going on or sort of the nature of the message, as well as with email. Outside of a professional context, it鈥檚 often, you know, a bit more formal, something that I can get to later and a great way for someone to add something to my to-do list.

Even with like a phone call, for example, I mean, I would say at this point, if I do not have the contact saved, I will not pick up the phone. But I mean, as you think about it, there鈥檚 nothing worse than picking up the phone and you hear a pause for maybe three seconds, maybe five, maybe up to 10 seconds. And it鈥檚 like, oh, hey, Scott, just calling to check on your auto insurance or hey, there鈥檚 a warrant out for your arrest. I mean, we hear these things often, and that鈥檚 not something that feels good to us. Like that鈥檚 not that鈥檚 not what we really want. And same thing for in-person as I think about in-person interactions. I think I think of, you know, there鈥檚 more than just, you know, exchange of information. There鈥檚 sort of an exchange of energy as well as just an expectation of being maybe treated differently. Or maybe that the attention and the responses are immediate. So, I mean, this is a new concept for any of us. But, you know, we also are going to translate that to our audiences as we think about, OK, now these channels that we can reach our consumers as they expand, we have to think about the same thing for each channel and for each audience. What are they expecting and what is going to feel natural to them? I think that鈥檚 really our goal as experience makers is thinking through what is going to feel like something that is authentic to our brand, but is also feels like a natural and helpful interaction for a consumer. They think that that鈥檚 really that鈥檚 a word that I like to think of when I think about customer experiences. How can we be how can we actually be helpful? Because, you know, I think a lot of times, you know, maybe some of the words that consumers use or will use as we describe our interactions is, you know, maybe it鈥檚 forced or maybe it鈥檚 creepy or maybe it鈥檚 awkward or maybe it鈥檚 delayed or it鈥檚 not quick enough. Right. And so, you know, making sure that we have, you know, the infrastructure in place as well as the processes in place. And really sort of the strategy of being considerate of these of our consumers and those that we鈥檙e interacting with is sort of the most important as we approach the way that we have conversations with our consumers. Now, another thing that we have to keep in mind here is like there is there are changes on the horizon. As we know, consumers, their expectations are shifting. They want to feel like, you know, they鈥檙e being respected, that their privacy is respected. And, you know, they want to have a relationship of trust as well as they really want, you know, brands to be their advocate. How are they, how are brands being helpful? The other thing is, you know, changes within the environment. For example, we know that as of just a few weeks ago, Google extended the life of a cookie of third party cookies for an additional two years. So as we think about, you know, our access to data and the way that we shift our strategies, you know, we have this extension. But as we, you know, look at, OK, now we鈥檙e going to be able to implement and continue with existing strategies for an extended period of time. Now鈥檚 not the time to put on the brakes. Now is the time to say, oh, we have more time to really nail this and make sure that we鈥檙e building, you know, meaningful and helpful relationships with our consumers. But that鈥檚 really comes down to what is our internal strategy? How will we use data? How will we respect their privacy? But also, how do we create really a conversation that鈥檚 authentic? I think that consumers aren鈥檛 necessarily sitting around thinking about, oh, well, you know, I don鈥檛 necessarily trust this brand. What they鈥檙e looking for is just something that feels natural and authentic. And I think that as we focus on, you know, understanding their expectations, being mindful of what鈥檚 going on in sort of the ecosystem that we can also we can prepare and really move forward in a meaningful way towards creating something that鈥檚 right for our business as well as right for our consumers. And I think that word authentic is really important, because when I think about interactions with brands in my personal life, I鈥檓 not thinking about like, are they respecting my choice or are they respecting my privacy on the surface? It鈥檚 more along the lines of this message I just received is totally irrelevant to me. It doesn鈥檛 make sense. You don鈥檛 understand me. You鈥檙e not listening to what I鈥檓 saying. It feels forced or it鈥檚 like you鈥檙e trying to sell me something. And when you have that authentic conversation, I think all those things and those concerns go away. Right. So the more you can kind of build that understanding of who a customer is to put yourself in a position to have a real authentic conversation, the better off you鈥檙e going to be. Absolutely. And I think to your point, I think sort of over the years we鈥檝e been acclimated to really craving personalization. Like that鈥檚 something that we want. I think in the past, you know, maybe 10 years ago, I鈥檝e been like, man, it鈥檚 so creepy that I was just looking at this thing and now I鈥檓 seeing ads for it. But now it鈥檚 like, wait, why am I seeing, you know, ads for a wedding dress or something? I鈥檓 not looking for that. Right. So I think you鈥檙e absolutely right. Thanks for sharing that. So, yeah, as now as. You know, we think about all these considerations of what do consumers need? You know, what do we sort of want the tone to be of these conversations as well as, you know, just this authentic nature? You know, the future of marketing really is about creating experiences with customers and not just advertising to them. So now is the time to build and leverage unified profiles. So really to truly provide authentic experiences, you have to have a centralized profile, one that鈥檚 being used across the business and is a source of truth that鈥檚 sort of living and breathing and available in real time for any type of these experiences actually happen. And so Kyle and I will be discussing, you know, what what we can all be doing as we consider creating these authentic conversations and what things to keep top of mind as we leverage unified profiles. Within our activities. So one thing that I hear a lot about and also think a lot about and kind of, you know, assess across, you know, different capabilities as well as different tactics is, you know, we hear about real time a lot like. So, Kyle, my question for you is, is in your experience, can you define what real time means to you? Good question. Because I hear that a lot, too. We hear a lot of companies, a lot of use cases where real time sounds like, you know, it鈥檚 a critical thing and very important. And I think what鈥檚 important to really understand is not just a discrete capability, but the entire journey. The data has to go on and understand. Do I need real time for that? Right. So if you think about marketing today and we could use a Web site as a simple example. Somebody comes to a Web page, they click on something which it emits a signal. Right. And that signal has to be captured, which could be real time. You could have real time data collection. That signal then should be written to this concept of a profile. And that profile needs to change when that signal comes in. Either you increment a score or you qualify them for a segment. But there鈥檚 this level of compute that has to happen to segmentation is a really good example. Modeling is another example. Could you do modeling in real time to know that as the data is coming in, I鈥檓 going to change a calculation or propensity for somebody? And then finally, if you think about all those things together, the last step is kind of the most important. It really gets overlooked, which is that profile, those segments, that model score. It needs to make sense to the system that needs to serve that content and render it. Right. So if you鈥檙e talking about personalizing a Web page, your personalization technology needs to know how to make sense of that change in profile and do something different. And if you go from that signal being admitted to the data collection, to the profile, to the logic and all the way to that application, measure that measure from start to finish. And if you could do all of that in milliseconds, that鈥檚 a real time use case for me. We hear a lot from customers who talk about real time and hear from other vendors who talk about real time where maybe one of those things or two of those things happen in real time. But if you can鈥檛 affect the experience in real time, then you鈥檙e not really coming to that level that we鈥檇 expect to change an experience in the moment. Kyle, do you see any I mean, are there any occasions when maybe real time is a bad thing or maybe when it鈥檚 not necessary? Or do you feel like that should always be the focus? Yeah, I think in some cases, when you鈥檙e considering marketing technologies, real time could be overkill based on the use case. If you鈥檙e talking about doing a job that should be scoring everybody in your system or recalculating something across every single user. Those jobs typically work better in batch. Right. And if you need to do that to, let鈥檚 say, send a message that doesn鈥檛 have to be so time sensitive. A good example is we see a lot of our retail customers who allow people to say notify me when this product is back in stock, when you鈥檙e trying to buy something that there鈥檚 no inventory for. When that product comes back in stock, I don鈥檛 think the second that product is back in stock, you need to notify someone. I think you could process that and kind of see everybody who asked for that and send a batch communication that can happen in minutes or it could happen in hours or can happen in the next day. And it really will affect the outcome as much. Right. It鈥檚 very different when you鈥檙e talking about a push notification based on weather or based on some kind of geospatial thing. So there are definitely use cases where real time might be overkill. And the ways you process data don鈥檛 have to happen in milliseconds. And you might be saving some cost and simplifying your architecture if you do it that way. But certainly, I think the first thing you should consider is what am I trying to do? And is an in the moment communication or change in content or change in offer necessary? And if the answer is yes, real time is pretty important. Yeah, no, that definitely makes a lot of sense. I think just because I was kind of listening to that, it鈥檚 kind of making me reflect on a few different things. But yeah, I think it鈥檚 really assessing like what am I really trying to accomplish? Having context for, you know, what my audience really needs and then making sure that I have the capabilities available for any any any one of those scenarios. That makes a lot of sense. Yeah. One thing we see, too, I think is important is when we start to talk about the marriage of data and content. And that typically happens in considerations around offers. Right. We can calculate and score what we think people are going to do all the time. Right. And we do propensity scoring and propensity modeling to say when this person shows up, we think this is the best offer we should give them. But they come to a site or they load an app and they鈥檙e scrolling through and their behavior tells you something different. How quickly can you change your offer or change your content? That鈥檚 an art. The difference between predicting what someone鈥檚 going to do and being able to adapt once they actually show you what they really want. Nothing is as predictive of what you鈥檙e going to do than behavioral data. Can you capture that and harness it and maybe change what you planned on doing with what you should be doing based on real time behavior? That鈥檚 a big consideration as well. Like, how do you marry behavior to content? That鈥檚 one of the biggest real time challenges we see across industries with our customers. Yeah. No, I think that鈥檚 great. Thanks for sharing that, Kyle. Anything else here before we move to our next topic? No, I think I think latency is just a good topic in general. And I think just to back up really quick, when we talk about building out a single customer view or a unified profile, step one for a lot of companies is just bringing your data together. And a lot of companies are doing that. And I think you should be doing that because your first party data is your asset. It鈥檚 kind of your gold mine. And you should own that. These things that we鈥檙e talking about here, whether it鈥檚 latency or some of the other topics we鈥檙e going to talk about, these are ways that like after you brought that data together, what should you think about or be concerned about next? And a big thing for me is, hey, if having a unified profile is something that you鈥檙e building, I think companies should continue to do that. But then how do you put that profile to work? These are the questions that I would ask next. And latency is typically one of the top ones that we want to address. Yeah, that鈥檚 perfect. Thanks, Kyle. Yeah, so let鈥檚 move to our next topic. So, you know, just in your experience, like what other challenges do you see coming up after someone has pulled all their data together in one place? I mean, as you mentioned, it鈥檚 like that should be something that if you鈥檙e not doing, you鈥檝e got to start thinking about. But what are some of those challenges once you actually have accomplished, or I guess combining your data into one place? Yeah, so if you think about most data lakes and systems where, OK, I brought the data together, that was typically done by an IT department. They unified it. They understand their structures. If they have schemas and they鈥檝e kind of organized the data, they get that type of classification as well. And then when a marketer wants to access that data and not just do a very simple segment, but something a bit more complex where it鈥檚 like, hey, I want to understand all the people in this region who perform this activity in the past 30 days and their loyalty status is X. Some of those get really complex where to fulfill on that and get to that audience. You鈥檙e actually asking an IT person to write a query. And we鈥檝e met with a few companies where that process of pulling a really custom audience is a request that goes to IT. It鈥檚 typically filed through a ticket. It goes into a backlog. IT might return that audience. And the count is 20,000 people. And the marketer is like, hey, I was expecting half a million. Can we revise this a bit to maybe broaden the net? And the problem there is that takes time. So we think about once you unify all your customer data, usability becomes really important. How do you have an interface that a marketer or an advertiser or a business partner can use to build audiences and kind of understand the data? That doesn鈥檛 require taking away from the work that IT should really be focusing on. If you can move out of this request based process and move into something that鈥檚 a bit more self-serve, you free up your IT department to do a bunch of higher priority things. So usability, you don鈥檛 have to know how to launch a command line or write SQL to get an audience. That鈥檚 a good example of something that鈥檚 really important to consider when you think about access to a centralized customer profile. Yeah, that鈥檚 fantastic. So here鈥檚 another discussion point, Kyle. So I think when I think about, you know, we鈥檝e sort of talked about advertising and marketing. To be able to expand the use of the unified profile across the business, whether that鈥檚 to maybe even sales or to customer service, is that something that you feel like is sort of top priority today? Do you feel like it鈥檚 possible? Have you seen examples of that being done well? Absolutely. Yeah, I think I think when you have that asset of a unified profile, typically it鈥檚 done by one group within the company. And I鈥檝e seen it happen a lot with people who think about one to one marketing and email. Maybe they start with that. We have companies who like that was the origin of their customer 360 project is, hey, I want to have this complete customer view. Sometimes it happens in service or sales. Right. And the idea is if you have groups that are bringing all this data together, there鈥檚 guaranteed to be other people in the organization who want it. The question there is, does everybody within the organization have equal right to the data? You can think about an automotive company, right, where you might have the manufacturer, they鈥檝e got dealers, there might be a finance department. And if you think about like going from in the dealership where you鈥檙e talking to the dealer and they鈥檙e looking at your profile and they walk into the next room and you talk to the finance department and they鈥檙e going to talk about financing your car, they have access to more information that maybe the dealer shouldn鈥檛 have. Right. So how do you have a profile that is complete but is only accessible to the right people at the right time? And controls are in place to make sure that if you shouldn鈥檛 be seeing some of this data, you can鈥檛. Right. So so that鈥檚 another big part of how we think about a profile is it鈥檚 a huge asset. It鈥檚 a powerful asset, but governance becomes another topic that we鈥檒l talk about in a second.

Yeah, no, that鈥檚 perfect. All right. Let鈥檚 move. Let鈥檚 move to the next tier. So, yeah, I think, you know, we鈥檝e talked about it already today. I mean, people are talking about, you know, having a centralized unified customer profile. It鈥檚 something that鈥檚 really good, something that鈥檚 essential, something that鈥檚 like a must do right now. But is there ever a case where that鈥檚 not good? Yeah. Yeah. I mean, the example we just gave is one. I think if you think of other examples of it, you might have a retailer who has a retail store and maybe a pharmacy inside of it. Right. We鈥檙e working with customers like that where certainly you might have patient data. Right. Where that is completely a different story around access. You have things like HIPAA readiness to consider. So there are a lot of areas where we look at, you know, certain groups that should not be commingling or sharing data. And the question we typically see there is, do I have separate systems where I share certain bits of data across different parts of the organization? Or do I have a centralized profile that鈥檚 separated by a lot of good process and logic as well as tools to make sure that, you know, the right walls are in place between them? And I think that鈥檚 a good example of how we can really look at that data. Right. But I think the thing that we typically see is. The logic around that around, how do I start to democratize this cheap asset that I have in my company, which is my customer data. Right. How do I do that in a safe way? Typically is something that people start to consider after they brought all their customer data together. And then we can look at that into the system itself. So when we built out solutions for unified profile, that level of labeling of data and understanding of how data should be classified and what the use cases are for that data. And then we can look at the other side of that. How do I make sure that it鈥檚 woven in to the entire system and also the processes around it? Because this is a really tough question to answer is, is if I have this asset, how do I ensure that it鈥檚 being democratized so that the rest of the company has access to it? But it鈥檚 done in an appropriate and safe way. But also, you know, be considerate of the data and who it belongs to and who it represents. I think that makes a lot of sense. Let鈥檚 move to let鈥檚 move to our next topic here. So we think about enforcement and, you know, how how how should companies be thinking about compliance when it comes to customer data? And I think the next question is, is collecting consent enough or is there more beyond that? Yeah, so when people talk about data privacy and data governance, some of the things that are always top of mind are things like GDPR and CCPA. And how do we ensure that if a customer says, do not track me or do not sell my data or do not share my data? You have the system in place to ensure that. Right. And that goes down to the concept of how do I, you know, make sure my company is compliant with all those privacy regulations. You also have the same concept when you think about anonymous consumers. Right. So you see this with CCPA, you know, IP addresses and identifier. Right. And we consider that personal information. So every website you go to now, they鈥檙e going to ask if they can track you. And you鈥檙e going to have the same type of consent mechanism for anonymous customers that you鈥檇 see in European sites with GDPR. Right. So that permission that you provide when you hit a website and they don鈥檛 recognize your browser. Right. Is something that鈥檚 also a big part of this conversation. But those are really collection conversations. Those conversations around how do you collect consent? How do you understand a consumer鈥檚 preferences? How do you understand which channels are opted in and out of all that fits into a pretty big bucket around who this customer is across their different devices and across different sources of data? How do I bring that all together? But how do I understand what鈥檚 permissible? Right. And a lot of companies focus on that, which absolutely they should do. And there鈥檚 a big penalty if you don鈥檛. Right. But then I think the next part of this conversation goes into, OK, I鈥檝e got this system that I built that has a unified profile and I am respecting their choices and I am capturing opt in and I am, you know, doing everything I need to do to stay compliant with things like CCPA and CDPA. And the list goes on. Right. For all the new statewide regulations that we鈥檙e seeing. But what also happens is you have a system where you want to activate your data. So when you think about sending data outside of your system, how do you make sure that you鈥檙e enforcing those policies as data leaves? Right. And that鈥檚 an area that we see companies really struggle with is I can build tools and I can have processes and I can have checks and balances within my walls to know that the thing that I built is compliant. But I鈥檓 also sending data to other systems. Right. When I do that, how do I ensure that not just privacy or legal considerations are held here, but also internal corporate policy? You might have a bar that鈥檚 lower than CCPA for how you think about data governance. How do you codify that type of internal data governance? You might have rules around how do I share data with my business partners? Right. And that is a big question that when you send data to a partner, how do you make sure that only the data that鈥檚 shareable is being sent out? And if anything is being sent outside of your walls, that really shouldn鈥檛 be it鈥檚 stopped in its tracks. So we call that enforcement and we think about data enforcement as a key part of this, just as important as collection. Right. And getting the right type of consent into a profile and the right type of schema to support that consent. We also think about as data flows out, what鈥檚 in place to ensure that my data and other systems is following the governance and privacy regulations and rules that I鈥檝e set up within my company. Right. So that鈥檚 another area that maybe isn鈥檛 considered when a customer 360 project is started, but it certainly comes up as a top requirement as that thing goes live and as the system matures. Yeah, absolutely. I think that鈥檚 yeah, this is that鈥檚 so helpful, I think, for all of us to just remember as we consider, you know, even just simple use cases of what we鈥檙e trying to do to create customer experience. But yeah, I think I think you brought up a ton of good points. Any other anything else on that, Kyle? I feel like you did a really thorough job. No, I think I think, yeah, just just, you know, it鈥檚 not just about data in, data out is a thing, right? We don鈥檛 build a customer profile to look at it. Typically, you might do some analysis on it, sure. But typically, you鈥檙e bringing all this data together to do something with it, activate it into some kind of system. And that activation has the same duty to kind of protect, you know, your customer data as it does on the other side when you鈥檙e bringing it in. Yeah, absolutely. Yeah, I think that makes a lot of sense, especially given this next this next topic, I think it leads in well is just, you know, we have to think about where are the consumers and who do we need to who do we need to reach and how. So that鈥檚 a question that I think a lot of us should be asking. Are there any additional tips from your side to create an environment and systems that are inclusive and support the most effective use cases? Yeah, so so it鈥檚 also a good question when companies think about their own IP, right? Your customer data, the systems you鈥檙e building to kind of house your customer data. There鈥檚 a ton of value in IP that you have in that, right? But there鈥檚 also a question about, hey, this this has to work in an ecosystem, right? So this profile that I鈥檓 building this unified view of a customer, you know, needs to be sent to other systems, right? For it to be activated and for it to work. And the problem with that typically is you鈥檙e dealing with a rate of change in the industry that we鈥檝e never seen before. If you look at any type of MarTech diagram that shows all the different players, it is exponential growth. You鈥檙e talking about six, ten thousand different SaaS providers where you might want to send your data to. And we had customers five years ago that were like in the world of DMPs thinking about building their own DMD. And we would have a pretty hard conversation to say that is not the best use of your time, because it鈥檚 not just the effort to build out those integrations. It is the ongoing cost of ownership to keep up with everything that鈥檚 changing. If we think about ad type as an example, we see DSPs today that support things like third party cookies or device IDs, which is great, right? That鈥檚 typically how you think about activating data into a display channel. Same thing you鈥檒l see with like a Facebook or Google and those walled gardens. You also have to activate data into those. What we can guarantee is the IDs that you鈥檙e using and the way you send that data will change. And in the next year or so, it might change multiple times. Right. We look at like a partner like the Trade Desk. Today, they support cookies and mobile IDs. But being smart, they see cookies are going away and they came up with a proposal for something called Unified ID 2.0. Right. Now, what that is and how that鈥檚 built and how do you think about the next progression of that? Those things change. When you think about Facebook, we send to Facebook today audiences based on SHA-256 hashed email or hashed mobile number. Right. What will Facebook accept tomorrow? Right. That鈥檚 that鈥檚 a question that everyone should be asking themselves. If you鈥檙e building your own integrations, we call those destinations for sending data out. You鈥檙e committing to not just the initial build, but the ongoing maintenance and just keeping up to date with really shifting sands in this smart tech and ad tech ecosystem. So a big thing we talk about customers when we have this conversation around customer 360 is, like I said before, great to have a profile when you want to use it and put it to use for personalization or for targeting or for suppression. How do you keep up with the dynamic systems that are smart tech and tech, especially in light of the Cuban hearing from companies? All right. That is certainly something that we want customers to think about hard. 51黑料不打烊 has solutions to help with. How do we, you know, activate data using any ID across any channel, whether it鈥檚 entire segments or the ability to look up a profile and pull it back? Right. We want to have all those different patterns in place to make sure that this profile that you鈥檙e building is usable and accessible. So huge part of the conversation always goes back to what are you going to do with that profile once you鈥檝e built it? Right. Yeah, I think that definitely I mean, you鈥檝e written up a lot of good points around just like factors that we should really be considering. You know, as we think about how do we actually activate on this? I think that makes a ton of sense. I appreciate that. So, yeah, I think, you know, in summary, as you know, we鈥檝e kind of talked about through this discussion, you know, the future of marketing really is about creating experiences with customers and not just advertising to them. As we鈥檝e discussed, and a lot of what Kyle shared and what I kind of, you know, teed off at the beginning is really now is the time to act. And as we think about, you know, considerations around latency, usability, democratization, enforcement and destinations, I think these are some of some things that I鈥檓 maybe not hearing about, maybe as commonly, but things that are very, very important as we, you know, consider our consumers, consider our strategy, and really consider the environment and the future of it. I think that these will help tremendously as we think about creating authentic relationships and are creating considerate interactions with our with our consumers. Kyle, is there anything else that you want to maybe follow up on before we move into our Q&A? I think when we look at this list, the big thing that I think this is a checklist for is we鈥檝e worked with customers dozens of times, maybe hundreds now, where we鈥檝e set up this type of unified profile view. And inevitably, this is the punch list of things that come after the fact, right? If you haven鈥檛 thought about it in advance, you鈥檝e done all the work to bring your data together. These become the things that keep you up at night, right? So did that profile that I built, is it usable to kind of accomplish what my marketing teams want? Can I personalize experiences the way I want? Or is there latency in the system? Do they have access to these systems in a way that make it really easy for them to understand the audience to kind of be able to get a peek into the data that I brought together? That鈥檚 that鈥檚 the whole usability thing. Do I have systems in place to effectively democratize the data, but have that layer in the middle? Which is you have a profile, you have some logic, you have all the different access patterns, APIs, UIs, things like that. There鈥檚 a thing that has to go in the middle there, which is how do I ensure that the right people have the right access at the right time? And how do I make sure that when that data leaves, it鈥檚 being enforced? Like those are those are considerations that typically come up after the fact. And if it鈥檚 not designed in, that becomes almost as big of a project as bringing the data together itself. Right. So as I kind of think about this list, to me, this is like hindsight. If we did some of these first implementations now, we would have addressed these things head on from the start. And my advice to anyone who鈥檚 listening is like this is the list for the next set of things you should be thinking about after that unified customer 360 project kicks off. Perfect. Yeah, thanks for that summary, Kyle. And I think to your point, just being prepared and sort of having a spirit of forward thinking, I think is incredibly important. Christina, do you want to maybe pull any questions? We鈥檙e happy to answer any. Yeah, absolutely. Thank you, Kyle and Scott, again, for that terrific discussion. So we do have some time for questions. And as a reminder to everybody listening, you can submit these via the questions tab on the platform. So a good question for us to start with is how do I know if I have a need for real time use cases? Yeah. So, yeah, I think we talked a little bit about that earlier. But but for me, it鈥檚 it鈥檚 understand whether something has to happen right away. Like what鈥檚 the consumer expectation? What are you trying to accomplish? We look at a good example of that would be if I am calling a call center because I鈥檓 having problems with the Web site. Right. And that call center disposition and what I鈥檓 saying and what I鈥檓 asking about is something that could be brought back in so that you can actually change the content on the Web site and maybe pop up some help or direct them somewhere. Those are things that we鈥檝e worked on with customers like that type of activity hub where I鈥檓 doing something through one channel. I鈥檓 concurrently on another channel. That has to be real time. Right. So that鈥檚 a use case where milliseconds matter. Right. Which is very different from the fact of if I leave a Web site and I come back, maybe that return visit can have data that takes minutes or hours to get there because that鈥檚 the pattern that we鈥檙e looking at. So I try to understand, you know, what is the consumer doing in the use case and are these things that have to come from different systems and be brought together in a way that actually changes the experience on one of those channels? If the answer to that is yes, real time becomes important. And then when you define real time, define it with a number. It鈥檚 not. That鈥檚 a very buzzy term. Are we talking milliseconds? Are we talking seconds? Are we talking minutes from start to finish? If we can understand how long it takes for data to flow from signal to action, we can have a real conversation around the technology you need to support that. Absolutely. So another question here, how do I educate internal teams about respecting consumer privacy? I can take that one. I think I think you鈥檝e touched on some of this. Feel free to chime in. But I think. Yeah, I think it鈥檚 incredibly important to I think started. I think that baseline is obviously what regulations are in place, because that鈥檚 something that obviously we need to comply with as well as something that鈥檚 going to be incredibly important for the health of our business, as well as what鈥檚 been standardized as the expectation of consumers. And so I think we can take it a step further. I sort of talked about this as a company, what type of guardrails and restrictions or kind of internal regulations that we want to have in the way that we use it. But I think I think it is important to educate. I think there鈥檚 there are plenty of teams who are going to be actively working on activities and operations of gathering data. And just it might be inherent or native to their function that, you know, within the call center, we鈥檙e gathering certain data or from the Web team or gathering certain data or from even the point of sales systems, et cetera. I think it鈥檚 coming in and then we鈥檙e unifying it and then we鈥檙e using it for different activities. And I think something that鈥檚 incredibly important is to have leads from different from all these organizations and really creating an environment where you can collaborate and think about, you know, how does this, you know, what are the operations and systems that we need to create, you know, as employees and as members of this team cross-functionally to make sure that we鈥檙e using the data in a proper way, that it鈥檚 true to our company, that it may be a good thing. And that also respects and honors the trust of consumers. Yeah, that鈥檚 great. Another question here. Does the delay in cookie deprecation change the way I should think about a unified profile? Yeah, that鈥檚 a good question, because if we think about what it means to have third party cookies around for another year and a half or two years, what it means is you still have access to things like third party data. Right. So we see a lot of customers who bring in third party assets to enrich what they know about customers. And we have a whole separate conversation about the accuracy and quality of that data. But I think of that as only a complement to the profile. Right. If you think about the profile that we see being more effective even today, it鈥檚 one where you can collect and understand first party information. So the more data you have on your customers and the more means you have to collect and unify that data, the better chance you鈥檙e going to have to really have a meaningful conversation with them. Third party has a place and it can certainly help augment that. But I think what we鈥檒l see in the future is that access to third party data is going to be a lot harder. We think of all the ways third party data is collected on the Web today. It鈥檚 it鈥檚 my browsing behavior on a publisher site that they then sell and like aggregate. And it might be changed three or four times where the fact that I鈥檓 reading an article about a car, maybe I鈥檓 not in market for a car. Maybe I just like cars. Right. So so I think having less access to that data is not necessarily a bad thing in the future. I think what we have to do is understand, do we have a really solid center of first party data where we understand our customers and have insights into those profiles? And then how do we look for opportunistic ways to enhance that in the future? Second party data is going to be huge. The partnerships you have and your ability to kind of share data, but do so in a way that is consented and compliant and has all the mechanisms in place to say, if I鈥檓 sharing with partner A and their customer opts out or their customer says, hey, I don鈥檛 want you sharing my data. How do we immediately change that equation? Like we have consented pathways to share second party data. And that鈥檚 a good replacement to what鈥檚 happening as cookies go away. And I would argue that data is more accurate and that data is more effective than a lot of the stuff that we鈥檙e seeing in the third party marketplace today. So, yeah, I mean, we have more time with third party data and we can enrich profiles with third party information. Shouldn鈥檛 change the strategy of starting with first and expanding from there. And we鈥檒l see third party data in the future still around, but it鈥檚 going to be almost like we鈥檙e taking the way back machine to like 2000, where we were doing list rentals for catalogs and direct mailers, where you鈥檙e going to see those types of providers who are building out lists of people and information based on demographic or purchase behavior. But based on things like email address and physical address, that known customer data, there鈥檚 still going to be a third party market for that. The question there is going to be, is that consented? How can that be used? And again, you need a framework to say, if I鈥檓 bringing additional data beyond my first party data into a system, can I effectively use it for the use case that I鈥檓 trying to accomplish? And the system needs to codify that. It can鈥檛 just be a rule on a piece of paper. That鈥檚 great. We have one more question here. Are there are these strategies also applicable to B2B marketing? Scott, you want to take that? Yeah, sure. Yeah. So I think absolutely right with B2B marketing. The key thing we want to look at is the relationship that you have between people and the accounts they belong to. And you鈥檒l find account based marketing is it鈥檚 tricky because you鈥檙e going to have many to one relationships in both directions. Right. So the idea there is if you really understand the people at an organization and you understand that buying group, how do you ladder that up? How do you make sure that you鈥檙e starting with decision makers and buyers and influencers and you have the ability to uniquely understand who they are, but then also understand at the account level everything that鈥檚 happening. Right. So that system has to have a hierarchy in place. You鈥檝e got people鈥檚 data sources in their devices. You鈥檝e got the people themselves. You鈥檝e got the accounts they work for. You鈥檝e got the opportunities linked to those. And you need to be able to sum all that up in a really efficient way to say I might want to target and B2B marketing any account in California that has over a million dollars of spend with me, where somebody influential of that company has downloaded to white papers. Well, it starts with understanding who those people are and understanding what actions they鈥檝e taken and then answering a different question than a people based type question. So we look at B2B marketing and that type of use case as kind of a superset of what we see with unified profiles of consumers. The question to ask is, do you have a system to be able to understand what people at accounts are doing and how does that answer some of those account level questions? Right. You also then need to think about how do I target everyone at an account as opposed to an individual? And that鈥檚 a different activation question that you have to have in place. That鈥檚 great. All right. I think we鈥檒l wrap it up there. Thank you, Scott and Kyle, for your insights today. And I鈥檇 like to thank everyone for listening and submitting your questions. Have a great rest of your day. Thanks, Christina.