Hi, I'm Nicola Strand. I've been working with and around digital analytics since about 2007 and I was part of the original team to bring MeasureCamp to Copenhagen. And I think this is my fifth one including the virtuals. Very, very happy to be here today. My main takeaway from MeasureCamp this year apart from this, which I just won in a prize draw. It sounds a bit cheesy, but I made the right decision in coming to MeasureCamp and I need to come back again and always keep an open mind. I've been to some talks today where I thought "Wow, I wish I had actually known that before I started my current project at work." So, my current job doesn't, I'm not really working with digital analytics at the moment. So, this is more of a personal learning mission. I want to learn a little bit more, like a technical side of analytics, so I'm hopefully going to be able to do that like a hobby or something. Play with my husband's website a little bit. I'll start with three. I guess I want to be able to just expand the way that I think, if that makes sense. Yeah, just like gather more perspectives, try to gather more perspectives and keep on being even more critical with data. So, when I do come to work with it again, I have kinda of a wider, yeah, just wider perspective I guess maybe our own biases a little bit. Like, depending on the area you work with. Can we have biases working within eCommerce or something? I am not sure, but I think that we all have an inherent bias towards something. We want something to be in a certain way. Like, if we've been briefed and we're part of a campaign team, and the goal is to be able to do this and we really want it to happen. Did it go, could it have gone better? It is something that we did wrong. Because if you've got that bias, you really want to be right. You're gonna find ways to make that data to kind of speak to that bias, yeah. So, I still think that the trend is going to be privacy. For me, when I'm at reading content to do with analytics, I just see privacy, privacy mentioned more, and more, and more. Together with personalization. So, I think that one might be an interesting one.