This is Juliana Jackson and I handle product experience for CXL.com and our almost 30.000 students. I also host a podcast called Standard Deviation, which focuses on covering the mental models of data analytics leaders such as the ones here at MeasureCamp Copenhagen. MeasureCamp Copenhagen is amazing. The team that organized the event did a terrific job. The food is great, the drinks are great, but the sessions are amazing. I watched Simo, I watched Mark, I watch Krista and all these amazing people that came here. It's a beautiful community, I really think that the measure community or the data analytics community are probably the healthiest ones and I know because I'm also in the marketing and product communities and this one is very different. People are humble, people are eager to help you learn and no one ostracizes you if you have any questions or you say dumb shit like myself. I say a lot of dumb shit sometimes, so I have no product experience, which means that I deal with a different layer of analytics than the ones that you would usually hear all about, you know, on social media or on blogs, which is product analytics. So that means that I work with people I work with SQL, Google Cloud Platform and I work, in the specific case of CXLwe have different events that we're focusing on for instance, how many times a user would play a listen, where will they stop, what are the courses that they start with and never continue throughout their journey and the product analytics in our you use case, and in general, just helps to provide the better experience for users, which ultimately helps with retention and customer lifetime value. So, I focus a lot on that and providing a great learning experience. One thing that I would like to see more of a conversation around the data community, the conversation that happens in digital analytics is the planning part I don't think people plan enough. I think people are obsessed with numbers, are obsessed with metrics, but they forget that everything that conveys user experience or customer experience is just behaviors. I would like to see more conversation happening about behavior, but I would also like to see more conversation happening about planning because all of us are planning to reach numbers, to reach KPIs, but nobody ever plans what happens after a KPI is reached or in case a KPI is never reached. So, when you are doing planning before you measure yourself before you do implementation you have to also calculate and plan what would happen if the outcomes that you want to achieve are not going to happen or if they happen. The campaigns don't end when the metric is achieved or the metric is missed. The campaigns end when the whole life cycle is over and if you don't plan for the full lifecycle, you will have that beta and you would probably have worse results than you would do if you would focus much more on the hygiene and planning. And one more thing that I want to leave with you is that if you're not getting the right answers from your data, or from your marketing campaigns it means that you are not asking yourselves the right questions and there's an art to asking yourself the right questions. Every time you open your phone or look on social media read a blog or watch a podcast you will think that 'Oh my God, I need to do the next shiny thing I need to do the next' you know, whatever implementation. The truth is that a lot of the things that we learn on social media about are things that are not necessarily proven, so every time you decide to implement anything in your marketing strategy or your digital analytics strategy, you have to work with the evidence ladder. You have to have evidence and you have to use critical thinking to make the best decisions. I think one of the trends that I really despise a lot and it's one that I actively contributed in happening is the trends of customer lifetime value. So, for those of you that do not know me, I have a nickname which is the COV lady, and this is because I cannot stop talking about customer lifetime value. But I feel like right now, the way especially this is happening in the eCommerce sector, I feel like we are treating loyalty and customer lifetime value like this whole romantic Titanic movie where, you're on the boat and, I don't know, you're expecting for Jack to come and kiss you and you know, save you. Unfortunately, customer lifetime value does not work for any type of business. So you have to be very much focused on the basics. I think, instead of looking and chasing for the next shiny shit, I think you should focus on your business models in your foundations, which is your unit economics because the unit economics of your business are going to dictate absolutely everything you do from a marketing perspective, from a digital perspective, and from a growth perspective. So, focus on your basics, stop reading shit on social media, COV doesn't work like that. I know because I tried it and I failed it. There's businesses that will thrive on COV and on retention, but there's businesses that don't. And you never should ask yourself - this is something that you hear a lot 'oh, acquisition is bad and retention is good' when you're asking yourself that question is like asking if you would rather have an arm or a leg. We need both of them and you cannot grow your business without customer acquisition, no matter how much people are going to try to convince you about the romantic bullshit that customer loyalty is.