I'm Mikko Piippo from Helsinki from an agency called Hopkins. I've been working with digital analytics now for something like 6-7 years. Before that I used to do also all kinds of weird stuff like search engine optimization and Google ads and I even tried my luck with Facebook ads. Now I know that I shouldn't try it ever again. This year the main takeaway for me has been basically the same thing that I learned also at the previous MeasureCamps - that is in the pre-covid times, That we actually should be using BigQuery and GA4 a lot more than we do at the moment. So everyone else seems to be using BigQuery together with GA4. And, to be honest, I do it pretty rarely. Just like most of the people in analytics I'm pretty sure that we are going to spend this year and most of next year just implementing analytics implementations for companies. Because everyone is going to lose Universal Analytics in a little over one year so that means that everyone is busy either migrating to GA4 or Adobe Analytics or some other tool like Matomo Analytics or Piwik Pro. So, we are going to do basically that for the next 12-30 months and I don't know if there's time for much else. There's so many tough truths that people rarely talk about. For example, whenever I attend analytics events or conversion rate optimization events, most of the people talk about clients with huge traffic. For example, I've heard so many talks about what kind of experimentation program with, let's say, booking.com has. But, to be honest, most of my clients are a lot smaller. Well, I live in a country with 5.5 million people, so it's pretty hard to work with their companies having let's say 1 million sessions a month. Mostly, we work with companies having 100,000 sessions or a few hundred thousand sessions at most every month. So, we tend to forget that most of the companies we work with are small companies or mid-sized companies with pretty limited budgets. And they aren't that mature in using analytics for anything. So, that's my reality. I think that the trends we have noticed years ago will continue to be important. First of all, privacy. We have to been talking about privacy and GDPR for years now, but still many companies are struggling with the thought of limiting their data transfers to the USA. So, that is something that's a trend that is going to continue and be even more important in the future, I think.