But it takes a strong team to be able to help pull that together and show where all the true benefits are.

Yeah, when you look at the release of Marketing IQ and Scrunch's release of their Knowledge Studio earlier this year, it's, it's, you know, I, I, you see this cut, like just, it's all a context, you know, for, you know, for the platform, you know, so that in order for these platforms to do their best work for you, they really need to understand your business.

They need to understand your performance.

And they're using that to, to drive a, you know, either better discoverability or, or a better experience.

And so I'm fascinated by, and I'm looking forward to understanding how, you know, what's like we're going to announce, you know, at Symposium about that foundation, like how they're becoming sort of a context engine for marketing.

I think we're gonna hear a lot about that from a theme perspective.

And again, this is something we see every day, like context is everything.

Really great call out, Alicia.