Hi, my name is Jomar Reyes. My full-time job is Head of Global Community at MusicTribe. I've also been involved with and attending MeasureCamps for many years, so yes, community and data is my thing. So MeasureCamp, you know, as we're in a post-pandemic stage being such a community-driven event. It's more of a community that has events. Just the power of community for everyone, not just on a professional level, but also on a personal one. Mental health levels to see people together and connect real, face-to-face, that's a real powerful thing and be able to laugh and share stories and by doing that you're really sharing wisdom. And sharing wisdom and knowledge sharing becomes a lot more powerful when you have that connection with someone where you'd just be laughing about something. The thing with MeasureCamp is that a lot of the MeasureCampers have been to multiple MeasureCamps around the world and because MeasureCamp is held on a Saturday, it's it's our own time. It's our own investment in ourselves and in our network and in our knowledge. So you really get a genuine sense of community. And for me as a community manager, these are the things that I need to look at as I build communities for my professional job, as well as remembering that it's about real connections. And then we can go deeper into the data behind the community, which is a which is another thing that I'll be exploring as well today. Data is extremely interesting, particularly with all the privacy regulations that we're working with now becoming more globally. Of course, the EU has almost led the way in terms of privacy as a union coming together and making some clear regulations to keep private enterprise in line and probably to keep government in line, as well, right? So, this is where community becomes interesting because if you're growing a community and if you're doing it right, you're collecting first-party data and you're putting consent to that first-party party ot the ones that give consent. And the other important thing is what I believe is called zero-party data where you can ask your members questions that will help you segment your database so community is probably the biggest unsung hero of the success of tomorrow in that way because we cannot use public data in the way that we used to be able to. Once companies realize the importance of creating community, that's the first step. The second step is realizing the value of the data that you have from the community that you've collected and how to nurture that, and not be evil, and do it in the right way to serve your customers. These are all the fine balances that we have to navigate moving forward. So, it's a super exciting time and it's kind of intimidating for me being in that area I don't have a lot of people to talk about community data, and privacy and stuff like that because it's all very fresh. So, call me crazy or call me an early adopter. To me, it's just really exciting. Absolutely, it just comes back to even the analysts today probably don't look at the community data that we have and the impact it has on the brain and on the job, and the fact that we'll be relying, we have an opportunity with the community to collect a better quality of qualitative data. Ask them for their opinion and if you connect it with that community and the brand has a good relationship with that community, you'll get a better result of your data from the surveys that you do. So many things like people look at hey, what's the sales for the next quarter, what's what's the name of the performance of this, what's the performance of that. Data can serve so many things in the sense that, particularly from your community, and it's not rocket science, it's all spoken about: they can help your company or your brand optimize your business. They can help identify the real trends that are out there. Not that the community will give you all the pictures like they don't know what's going to happen on the geopolitical part of the world, but it at least it's a very powerful channel of Industry intelligence and trends. So, I think there's a lot of things from the data point of view to dig deep into and to look at all the areas that the analysts and the data scientists are looking at artificial intelligence and machine learning. We've got to really define what is the purpose and you got a community that you can ask for what is the purpose so I think it, again, digging into the community dat, which I'm still discovering what that is, is definitely something that needs to be looked at and the winners of the future, and it is my guess, are probably going to be working with the communities in the right way. I think it's more important than ever for the analysts and the data strategist really to talk to not just the market, but also to that the stakeholders are really Leading the way of where the company is going The data department or the business intelligence department or the web analytics team shouldn't be just 'that data department'. That really should be seen as more of a powerful resource in an organization so the change doesn't necessarily need to come from the analytics community. I think it needs to come from the industry or the companies at large to recognize the the power of the data. And to be honest about your level of digital maturity, we have a lot of management who who will inflate their egos if you want to call them, I am talking very generally here and probably look at the wrong data, or not question the data, or not look at how they can use the data to to build a solid future and not just to say here's the data that shows that I've succeeded, you know. It's not just a critical success factor data should be seen as, it should be the asset that will also help you understand how to navigate the future and how to navigate growth. Growth isn't always a good thing either. You can grow too quickly and not be profitable or damage your brand and stuff like that. So, there's a lot of metrics that, you know, we have to use the cliché: be more data-driven and, you know, I think three or four years ago that was - no one says data-driven anymore, but data-driven just has to be a mindset throughout the entire organization. So what will chance is how the entire organization then communicates to the the daily departments and the analysts. And different people, the data will say different things. You can have the same data set presented in a different way, on a different dashboard, and that may relate to senior management, it may relate to operation people, it may relate to the strategists. Sometimes you have to present that data, or the same data, but in a different way or in a different context, right? So I've seen some great examples of that.