Yes. So I can only talk about from my point of view and the team's point of view. I think I will call it like we are in a digital analytics convergence, right? So way back, you know, when when time was young, we are talking Adam and Eve time. Digital analytics was maybe mostly like marketing, analytics and content analytics. And we had like Omniture that now became Adobe Analytics And I think like many of, us as analytics specialists, that is what we really are really good at, you know, collecting that data, using tech management system, working with cookies, working with eVARs and props and so on and so forth. What we see now, and also what I've heard a lot today, is we see this like convergence into also customer analytics and product analytics. So like two, let's say maybe new areas that maybe as us as oldschool digital analysts are maybe kind of new. It's a fragmentation, it's new tools. Customer Journey Analytics, it's customer data platforms. And of course now they also presented Product Analytics as a suite on top of Customer Jounery Analytics.