So to me, if you don't have good clean data, then it's hard to really make any sense of what you're using. If your data itself isn't properly captured, collected, tagged, identified, then it's hard to make sense of anything you're looking at. So if the data itself isn't taken care of, then you're going to have a hard time really identifying the value that you need for your customer or for your business and identify insights that make impact long term. So it all starts with getting the right data captured and making sure it's clean. And so data quality is a huge step in that and making sure what you have is useful and valuable. So.