And how would you explain the difference between collecting customer data and genuinely understanding your customer?

Oh, I think the core of it is that data tells you what happened, but understanding tells you what to do next.

And so as we think about the data and everyone loves to use the word data and we're like, let's unpack what that means.

I mean, what do we mean by that? Is it an Excel spreadsheet? Is it a click? Is it a sale? Like all of those things are valid data points.

And so I guess we have to think about what buckets we want to put our data into.

And if we look at, say, customer data, you know, we have a think about behaviors.

So what have people done? You know, did they click? Did they visit? Did they read? Did they walk inside? Any of those things, even if even if they called and complained, you know, all of that gives you kind of a thing that they did.

Do you think that has quite a big impact?