Hi, my name is Petri Mertanen. Everybody calls me Pete in English. And I've been in the industry like 17 years already. So, it has been quite a while. I'm super excited to be actually first time in Copenhagen and like in MeasureCamp. Actually, I like really much about the real-time attribution model. It's exactly what my session is all about likewise. I think we should, you know, get real business value from the data and that basically means like recommendations and maybe testing ideas and of course, that's sort of the output for decision making. Well, of course, we may have bad quality data, then we concentrate on bulshit metrics then well we are using probably just heuristic analysis method and basically, yeah, we don't get sort of value out of the analytics. I think we are moving more and more from, let's say, traditional heuristic analysis towards a more scientific approach. We are using more and more machine learning and doing some automation and I think that is a good thing. That's the way to go.