I'm Marta, I have worked in Pandora since March 2020. I'm heading the Product Team Code Tracking. We do have quite a lot of products in our portfolio. We run primarily on Tealium IQ. EventStream, Adobe Analytics and then we also have Accutics for our campaign tracking. We are exploring the utilization of Kafka, as well for the server-side event streaming. And, yeah, my team consists of 13 people. We do have a couple of guys helping us in running analytics exercises. We do have a data collection strategist that will be working primarily with digital developers in implementing the data layer. And we also have a web analyst who is helping us with the configuration of workspaces. Some data engineers for the assurance set up and a frontend Power BI developer who is taking all the data that we produce and dashboard-tifies that for all Pandora teams to use. So, we decided to sponsor MeasureCamp. That was always an activity pretty close to my heart by participating in MeasureCamp and giving talks. As our media decided to bring in the venue, obviously, we had to sponsor it. We're here on the second floor, so we share the building. And Wojciech reached out to me saying 'would you guys like to get involved' and we obviously needed to. to stay behind it. We're also growing our web analytics capabilities and looking on different other tools that we can put into into use, so it's good, you know, to support the community that produces these new amazing specialists that we can invite to enhance the capabilities of my team. So, we would like to enhance the adoption rate of our Accutics setup. So, we've launched that activity quite a while ago and we still see some. you know, some local markets not totally adhering to the rules, we still see some some old campaigns not being tracked correctly. There is many analysts within Global Marketing that would like to get some more insights about the performance of the campaigns an we also use that parameter to stitch many, many different data sources on Microsoft Azure. So, it's like I a key thing to have well-adopted, so that we can use the container parameters to stitch hold and all the marketing landscape information. Another thing that we are focusing on is getting on grips with our tracking setup. Pandora has been on a journey for a while, but we have quite a lot of legacy systems that, you know, we need to clean up, get to know what people use, kind of build our expertise and improve our performance of such. We've rounded of the Adobe Analytics cleanup exercise this year and the feedback from the vendor that provides the cleanup tool was that we actually are the first client to push it to the very limit. and there's been like many people working, so obviously when you put more components, more segments, more calculated segments, it suddenly becomes pretty unusable and very confusing, so that's one of the activities with a very high focus area. And we would like to run the same exercise with our Tealium IQ setup. Primarily to improve the performance of our website. We do markets that are very android-heavy, so they aren't responding very well to the old Legacy JavaScript that might be hanging in certain places, so I believe that by doing this cleanup exercise, we can actually speed the website up in those key markets that really need some support from a technical perspective. A tough truth would be that there is a lot of politics involved in the choice of marketing technology tools and things are investing a lot of time as a web analyst or a digital analytics specialist, really what you want to call it. And getting to know how different systems work is actually an edge in those conversations. Not to become too political, you need to have an understanding of how a different vendor system actually works and have some practical experience. So I would encourage my team to explore different features within different setups, so that they can become like subject matter experts in and actually what we need to focus on going forward in terms of the selection of tools. Yeah well, obviously, there is a lot of strain put on the cookie world for now. There was a recent announcement from Google that they are going to be phasing out their Universal Analytics. It looks like they would like to move as many clients as possible to the new GA4 implementation, so that there is a good way for other clients to actually evaluate what analytics capabilities they actually require from the tool and maybe reassess the choices that were made previously. So, I believe that there is a lot of good dynamics in marketing analytics as well, I'm not quite sure. That's really dependent on how Google built their business model which so far is still based on cookies and as long as the adoption rates of GA4 are retired, I don't think they are going to phase out cookies in Google Chrome.