Oh, wow. Um What analytics trends am I paying attention to? There is a lot of data that is coming in the trends that I'm paying attention to is the time to market or how can we get to the insights and get to the actionable insights quickly? Right. So, or in near real time, if it is possible, that's what I'm paying attention to. If there is a way where all the different data sources and the ton of data that is available can come together on real time basis and can be activated on various marketing channels on near real time basis. That's what if there are solutions around it or what tools that are currently available to do that. That's what I'm paying close attention to and doing all this with the governance layer and with high quality data. So.