So do you want to talk about exactly who you help and how you help them?

Yeah, so it's been a journey, obviously, since 2005.

Our agency turns 21 this month.

So here in the States, it'll be able to drink from now on.

And so about 2010, I mean, we leaned into digital media early days, 2008, 2010.

We got our first franchise client, Mighty Weight Loss Clinics.

And then we're always really involved in the franchise space.

How valuable does it make that person? uh with that with the customer insights they can get but what you've done bob as well like how did you come up with this because there's a lot of moving pieces to what you're saying like it just sounds to me like a hell of a lot of work when i hear that so how did you come up with this thing was literally just mapping out every touch point in the business and trying to have linking back to some sort of how like how did you determine the roy from an activity like can you just go a little bit about your process with doing this because it sounds like a really uh big exercise and was taking a while uh to really put this thing together