So when did the challenge stop being the finding more information? and start becoming, you know, figuring out what actually matters.

I spent the last decade working closely with the marketing teams at YouTube and Google, and they're extremely data-driven companies.

And I think what's interesting is, is that we have a lot of quantitative data when it comes to a lot of the data we work in as marketers today.

It spans a lot of things, but people rely a lot on social data today, right? Because it's, the most prevalent data as far as what you can get.

And on the organic side, when you get to earned, it becomes a lot more structured on the earned side because you can do things, you can measure the funnel, right? You can be like, okay, I got them from this stage to this stage and it took this long and here's where we are.

What's interesting about all the data is that you're right, we have tons of data.

For the last...

What has to happen before AI or before intelligence can come in and make leaders comfortable about making big decisions without constantly second-guessing it?