Interpreting Marketing Data to Make Better Business Decisions

Hi everyone I'm Stine! I just wanted to let you all know that we'll be starting in about five minutes time. So see you in a bit. Thank you. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. that. But if you had the numbers ready and you prepare yourself for it, then you can do it better, numbers, and not just by talking about how many visits you go. So yes, something about this. This is something you should use. When you are trying to make your case within the business and you should prove what's the word of marketing in your organization. So these, this is the difference. And yeah, as I talked about, it's, uh, it's, It's easy to find a lot of metrics to work on, but it's often difficult, especially if you work on social media with long sales funnels. You're trying to, for example, create videos that drives engagement. It may be a difficult route to say, okay, because I did this video that has this certain impact on the business. At least it's very difficult, but you can always measure an ROI on a specific update or a specific video. It has to go into a combination. And also I want to make a notice that even if some bars are somewhere in the C-level are falling for some of these vanity metrics. You should be careful. Some bosses still like to see that your company has far more likes on LinkedIn compared to one of the competitors, or they're really obsessed with having good rankings on Google on certain keywords. And then it often happens that some of those metrics become the things that you would go for in the market. So you're kind of on the marketing team and you kind of forget that the business metrics, but it's more or less arm wrestling. Those vanity metrics is not what you should go for. Even if your boss think it's nice. If you can prove things by business value, it's often much better. So in order to do so, now I think I've said that's important around four or five. Okay. It's a good idea to use a framework like this. This is what we always do when doing consulting work at Misbah. It's a simple staircase model inspired by a sales funnel that you probably know. Sometimes the stackers has less steps. Other times it has one or two step more, but in general, this is what we stick with. On the X axis. You'll see the progress and on the Y axis, you'll see the potential. So the first time someone hears about you, watches a video or visits your website, that's when you have the full potential. But obviously not everybody who watches the content or visits your website can end up as customers. So you drop a certain amount of people on each step on the route. The next step will be to have people to sign up, get a permission from them. The next step again will be to have a marketing qualified lead. So you have some of the data collected that the sales team need in order to sell to the specific lead. The next step again will be a sales qualified lead. Means that sales has reached out and knows that this specific contact may be ready to buy your products within the next two or three months. Okay. Next step again is to send out a proposal, which you measure in the, in the total amount of pipeline. Then you hopefully, or sales are hopefully closing the deal so you can mention in revenue and the next steps are in regards to loyal clients. So how many people are just buying from you one time that you're earning and how many are actually kept in the company as a, as loyal clients. And some of these, that's the final step. You have to have a real ambassadors of, of your product or service, which is something you can measure with a net promoter score. The point of this is that for each of those steps, no matter how many steps you have for your specific company, for each of these steps you can put a value to it. So you know, okay, the amount of leads that's a, that's an important metric. The total revenue of course is an important metric in most companies. Okay. And the amount of, of sales qualified leads, et cetera. And that means that the people that you talk to about marketing's position in the business, they don't, they don't have to focus on all the other metrics that just need to relate to one thing. That's how much traffic are you getting in this example and how many permissions, how many marketing qualified leads do you get out of your efforts? So that's really about simplifying it. So everybody also people outside of him speak the same language and know what, what kind of metrics to look for. That's the, that's the power of this. Yeah. Pretty simple model actually. So if you can go one step back please. So I can share client examples. Okay. and other reasons, but I can show an example of how we did it last year when we, when we launched an ad campaign here at the, at Mesbar. So now it's up through the funnel, the stack is modeled from, from the top down, but actually what you should do is you should find your business goal and then do a reverse calculation. And I'll show you how in a second. So what we did at Mesbar was that we, we agreed that we needed to, to create a, a protocol. needed to get some new clients. Of course, we were a newly founded company. We got a big project in almost a day after we launched the company. And then we had to go out to the market and find more clients. So realistically speaking and conservatively speaking, we could get a revenue of 500,000 Danish kroner on the first year. That was our business goal. So we needed to do some marketing and sales, of course, but mainly marketing in order to reach that goal. So what we did was using the staircase model to highlight how we could get to that goal. So the step you should look at is the third last one where it says revenue. That's your starting point. Our business goal was to get some revenue, get some new clients. So we figured approximately eight clients would be enough to get to our goal. And then we calculated backwards. So if we need eight clients, we should probably have around 16 proposals out there within the first year because based on our experience, we close around 50% of our proposals in our previous companies. To get 16 proposals, we needed 25 meetings. And that's not just meetings, but our sales qualified leads, so to speak, are meetings where we have someone from the C-level and a marketing responsible person in the same room. And they acknowledge that they have an issue about strategy and priorities within marketing. That was our way of describing a sales qualified lead. In order to get those 25 meetings, we needed to have a lot of marketing qualified leads. And we estimated like this because we didn't know, but estimated that we could probably qualify 25% of the marketing qualified leads into sales qualified leads. How did we get those? We made a campaign that I'll talk with you about in a second. But we heavily used the marketing qualified leads that we had. We used our email database, which was brand new. So we also had to add a lot of focus on the first step in the funnel, and drive some attention and some awareness by giving them some good offers that they could sign up for. So, this was like the business plan, and the estimates on how we could drive things forward. And it's not like this set in stone, because you do these estimates, but it gives you a goal. and then you know, okay, what kind of metrics should we go for? And you could look at each step in the staircase and see what are the critical points. Do we focus on each step on the staircase, or do we have some areas where we actually don't? We're not that good because we don't support it by marketing, or our sales are not working very well. But it's a framework, and it's a way to get started. Then after you start using it, you can add real data to it. What we did marketing-wise, and now we're looking at the top step of the funnel, was that we wrote a book. It's in Danish. It's called Hør i Misban, which is a storytelling with a lot of episodes where you would find either the CMO or the managing director in a non-existing company. They'll show up in the bar from time to time. And me and my partner in Misban, we are the bartenders. So they'll see all kinds of problems because they're not having a clear sales and marketing strategy. So we wanted people to relate to that because all these are some examples, real-life examples that we experience as consultants. But of course, it's not real names, but we can talk about how people respond and what kind of situations that they usually find themselves in when we are using this format. So we wanted to promote this book. It was offered as an e-book, but also as a printed book. In order to do so, we did some videos with a local bar and filmed some episodes. Some small trailers for this book. It has, as you can see on the screenshot, it has some pretty neat engagement just by posting it out on our own personal profiles on LinkedIn. We did three videos in social. And yeah, we had quite good engagement, but that's not an important point yet. The important point is we wanted people to move one step closer in this. That's their case. So if we had a thousand or ten thousand people commenting or liking it, it doesn't really matter. What matters to us was the amount of people who clicked the link and checked out the landing page so they could download the e-book. That was our conversion point and the thing that we wanted, the action that we wanted people to take once they visited or viewed this video. So. Okay. By having this approach, it helps you set the goals for each step in the customer journey and you can evaluate how well you reach the target down the line. What we did was measuring the progress every Monday morning to see how many new leads, how many sales meetings did we get compared to last week. This approach also enables you to work more strategically. Okay. So rather than doing everything at once, you should focus your efforts on that where the business needs it the most. And then you're also able to show the business impact of your top funnel activities. As you know, especially if you're in B2B, sales get a lot of credit. And then it's kind of obviously why they do it. Because they have. All the numbers to back themselves up. They can show exactly how much sales they did. But then by introducing a model like this, it's easier for you to show the impact on them on your marketing activities. And finally, one of the other things that's really good about this approach is that you can actually estimate the cost of a new client lead or even visitor if you drill it down to these numbers. In our case, we could. Given that the number of rides, which they were close to. And once we mentioned the entire output of the campaign, but each PDF download was worth 250 Danish kroner because it was contributing to the business and the other steps later in the sales funnel were working. So it had a clear monetizable value for each PDF. Download. So summing up before I leave the word to Jennifer and I really like this approach and I think you should consider doing it yourself in your own marketing work of three reasons. And first of all, it helps you divide your you start out, divide your data point and decide what is important to the business and what is important just to marketing that we should keep for ourselves. And second, it helps you because. By having this approach, you know your business goal and you can do the reverse calculation. And then you should simply split up the customer journey into these points of conversion and sketch out your own staircase because that helps you ultimately to show what's marketing contribution to the business. So that's the words for me for now. If you have any questions. You're welcome. Please type in the chat. That's perfect. Thank you so much. You're Kim. And now we'll be moving over to Jen. My colleague from 23. She's the head of growth here at 23. And previously she worked in other marketing roles focusing on digital strategies and growth. And there is a reason why we call her lead gen. So that's the funny note. I'll hand it over to Jen, my colleague. She is right here. Thank you very much, Tina. And thank you, Joachim, for sharing that. So as Tina said, I'm the head of growth here at 23. And I'm going to follow on from what Joachim said, but I'm going to do it more specifically focusing on video data and how those metrics can help us make better business decisions. But I'm going to be coming at it from a growth perspective. So just following on from the customer journey. If you move on to the next slide, please. So video is a really versatile medium and can be used across all stages of the customer journey. So from the awareness building stage, you can have social videos from the consideration stage, maybe case studies, personal videos in the conversion stage. And then even after you have won that customer, you can keep doing webinars and tutorials to help give more value to your customers and reduce churn. But I wanted to also kind of go back to Joachim's example of the reverse calculation. Because I think that this is a super important exercise for all sales and marketing teams to do in order to see, you know, if you want to get to this point, what exactly needs to happen in the beginning so that we can achieve our business goals. So I'm going to take the example of the eight new customers that Joachim was talking about. And I'm going to apply conversion rates. Now, every business has their own conversion rates. So I'm just going to apply the B2B benchmark. So from a sales accepted lead or a sales qualified lead, we have a benchmark of 30%. Okay. So how many meetings would sales need to book to get those eight customers? Well, they'd need to get 25 meetings to get those customers. So how many qualified leads will we in marketing have to give sales so that they can book these meetings? So the industry or, excuse me, the benchmark is, again, it was actually 40% this time. And that would mean that we would, calculating back, we would need to create 63 quality leads to get the meetings to get these customers. But we don't live in a perfect world where every single lead that comes through is a qualified lead. So how many leads do we need to generate to get those really good leads inside? Well, again, the conversion rate for benchmarking is 30%. So that leaves us with 210 additional leads that we'll need to create in order to get this business goal. But in order to get these leads, we need people to visit our website, right? And a lot more people are going to click on things than are going to give us their personal details. And so the benchmark is usually 2% to 3% conversion rate. But we're going to be generous, and we're going to give a 5% conversion rate. And we see that we're going to have to generate 4,200 clicks just to get to this business goal. And how do we get these clicks? Well, we need eyeballs on our ads, right? And, again, the benchmark is between 2% to 3%. So that would mean we need to generate an additional 84,000 impressions of our ads to try to get those clicks, to try to get those leads, to find the good leads, to give to sales, to win those customers. And so how are we going to? It's the name of the game, right? So how are we going to achieve that goal? And so that's why I want to talk a little bit about video and video data. So why is video an effective way of helping us reach these business goals? So first, from a psychological and physiological standpoint, our brains are able to process images 60 ,000 times faster than we can read text. We retain 20% of what we hear, 30% of what we see, and 70% of what we hear. End sequence. And it's that combination of senses. It's being able to pick up on subtle facial gestures and tone of voice that really helps us convey a lot of information and have that information retained using video when compared to, say, text and blogs and things like that alone. And consumers are telling us they want video. 68% of consumers would prefer a video to learn about a product as opposed to reading an article or having a sales call. End sequence. And it's working. 79% of consumers have said that they bought something because they saw video. So it retains information better. It is preferred by consumers. And it's working. So there's no surprise why more marketers than ever before are using video in their digital strategies. As of 2019, we're at 87% of marketers have said they're going to be using video. Video is also a great way of getting a lot of engagement. And when you get engagement, that equals data because you can see what people click on, what resonates more with people, and you can always take that and optimize. So Facebook users actually engage with video five times more than images. So we have something that works that consumers want that generates a lot of data. And yet only 9% of marketers are actually using video data in their tech stacks. So there's a huge gap between the amount of data we have available to us and the data that we're actually using and making insights with to help make better business decisions. And in your tech stack, you have your email, you have your social tools, your analytics, you have all of that data. So why are we ignoring video data when it's higher quality and higher quantity? So now that we have a bit of a better understanding of how video is effective and can provide high amounts of good quality data, I'd like to just talk about some of the metrics that you should be paying attention to when it comes to video in order to make better business decisions. So the first metric is views. So a view is the number of times that your video has been seen. And I put seen in quotes for a reason. So with the exception of YouTube, they count a view as having a video being seen for 30 seconds. On Facebook and Instagram, it's only three seconds. And on Twitter, it's two seconds. And only 50% of the video has to be viewable on your screen to count as a view. So how many times have we accidentally viewed a video? So it's not a very reliable metric if you're trying to use it as a way of saying, these people saw our video and they retained that information. But what it is useful for is for getting an idea of our audience size. So instead of looking at views as people who've seen your video, look at it as reach, which is the metric we use in PPC. So if you look at how many views you have, and that's the amount of people who could potentially watch your video, that's going to give you a great idea of your audience size and how well your message is being shared. And so if you are trying to get those 84,000 impressions, this is a really good indicator of how well you're doing. If you're only getting 12,000 views, you have a lot of work to do and you need to expand your audience to get to where you need to be in order to reach your business goals. And views is also really useful in contextualizing your other metrics, because again, it's sort of a baseline where you can use it as a denominator to figure out your performance of videos. So the next, oh, before we move on to the next one, I jumped ahead of myself a little bit, but, um, I just thought it was really interesting to point out that actually views are on the rise across platforms and longer videos are actually getting more impressions than shorter videos. And this is really great news for marketers like us, because it means that rather than that short 15 second video that we've all been trying to perfect to get a lot of information across, actually 30 second videos are getting more impressions, which means they're working more. So we can put more information into that, into those videos. Um, so the next metric I wanted to talk about, very briefly, is social engagement. Um, we're all familiar with shares and likes and things like that. Um, but the thing to remember about social media is it's a great way to expand your audience. There's tons of people there. There's really great targeting methods. So if you're not getting the views that you need to get to your goal of 84,000 impressions, try expanding your audience, um, or, or trying new audiences altogether. Um, and social media also is, has really great platforms for A-B testing. So they make it really easy to see, okay, who clicks on what kind of messaging, who clicks on what kind of video, and then you can optimize from there and make your ads better and better and better as you go along. And last but certainly not least, if people are sharing your, your posts and sharing your video, that means that they have an affinity to what it is you're saying. So this is a really good indicator as to whether or not the, your target market is actually in line with what it is you have to say. So the next metric is called the play rate and the play rate is when you divide the number of people who actually click and watch your video by the number of people who actually visit the page where the video is hosted. And so what this is going to tell you basically is actually the physical positioning of your video on the page. Is it above the fold? Is it below the fold? Will that have an impact? It's going to tell you whether the, the copy on the website is actually compelling enough to make people want to click and learn more. And it's going to tell you all kinds of information about your, the thumbnail that you're using, the CTAs. So it's a really great indicator as to whether or not you're doing what you need to do to get those 4,200 clicks to make sure that you're writing compelling stuff. It's also going to tell you whether or not you're on the correct platform because when people are perhaps distracted and they're on their mobile phone, maybe they're less likely to click through than maybe when they're on a desktop and they're paying attention and they want to learn and want to engage with you. So it's good insight onto where you put your video physically. The next metric is I'm kind of using an umbrella term of engagement, but there's a couple of metrics within there, but it all revolves around how people engage with your video. So obviously you have watch time, which is the total amount of time that people are watching your video. The completion rate is the percent of people who actually watch your video throughout and it kind of gauges your ability, your video's ability to hold your audience's attention. Retention will show you when your audience drops off, which is, a really good indicator of when people lose interest. And last but certainly not least, the average watch duration, which is where you divide the watch time by the number of plays. So you can get an idea of the average time that someone actually spends watching your video. And these are all really important insights because this is really where you're going to optimize all your videos to make sure that you really get engaging content, but also make people stay and watch the whole video. So if you see, for example, a high drop off rate, that means maybe the topic isn't that interesting, or perhaps the person has lost interest in the speaker. One of the things that we suggest people do is try speaker personas. So test your speakers out. Maybe try someone who's fun and casual and then test against someone who's a bit more professional and formal and see what kind of speaker resonates best with your target market. Low engagement can also, excuse me, watch duration is also an indication of the preferred length of the video that you need to make. So if you have a 45 second video, and everyone's dropping off after 30 seconds, go ahead and make that video 30 seconds long. And also make sure that you put your important messaging in when people are actually engaged. So if people drop off after 15 seconds, get your important messaging in in the first 10. Sorry, just before we bounce on, I also just want to say that you want to focus on your increasing the completion rate of the videos, right? Because the longer someone stays on a video and the longer they're engaged watching, the more they're going to learn about you and the more qualified and high quality that leads going to be. So the last metric I wanted to talk about it, but certainly not the least is conversions. And this is the really important one. This is as you can mention, this is the business metric that you're going to show your manager to show. This is the return on the investment of the marketing activities that we've done. And this is the number of conversions you have over the number of views. See, use this comeback. Use is important, but it can see the impact that your your ads are having and getting people to actually commit to giving you their details. And something that I think is really interesting about conversions is, you know, as I said, if you have a, if someone sits through a whole video about your product or your features, and then they finished video, only 18% of us are actually collecting their their lead data at the end of that video, which is kind of surprising because if they sit through that whole video, they're going to be a really great lead, right? Because they're super interested. They're super hot. They're ready to go. And then we're not asking them for their details. And if this is on YouTube, they're going to go off and watch a cat video. You know, they're not going to stay and engage with you. So putting on a lead gen form or collector form at the end or at any point within the video is a really great way to grab those leads who really do want to learn more about you. And the longer I mean, you can test it where you put that form, whether you put it in the middle, whether you put it at the end, it's entirely up to you and what you see working best for your business. But it's a great way to get those high quality leads and pass those on to sales to help them get those 25 book meetings. So, we've got, we've got the insights. I need, I need some water because I'm getting really into this. Excuse me. That's probably not how it's entertaining. Meanwhile, I'm still around. I'm okay. Sorry. Sorry. It's getting a bit. Okay, I'm good. Sorry about that, folks. Thanks for sticking with me. Um, right. So, we've got the insights, right? We've got the metrics. We know we should be looking into. So how do we use this to make better business decisions? How, how is this insight going to help us reach our goals? Well, first and foremost, it goes without saying, this is really going to shape your digital strategy, right? So if we look at it from the impressions point of view, audience size, do I have to make my audience bigger? How do I make my audience bigger? I'm going to AB test stuff so that I know what kind of messaging is going to resonate with people. Um, and how I can kind of really optimize my awareness campaign so that when they do see my ad, they're more likely to click on it and turn into those 4,200 clicks. Um, you know that. Yeah. So, once we have those, those clicks, we're going to learn a lot from the play rate. We're going to learn what CTAs work. We're going to learn what positioning of the video works best. How do we compel people to click? And that engagement data that I talked about is going to tell us how relevant the topic is, how much people enjoy listening to what it is. We have to say in what way they enjoy listening. So the more we can engage with them, the more we can learn and optimize, the more likely they are to give us those 4,200 clicks. Again, that engagement data is going to help us keep optimizing and keep using the right messages. And the right creatives and throwing in a collector form or a lead gen form in your video is really going to help get those quality leads that you're going to need to pass on to sales. Move on to the next one. But the, the process of shaping your digital strategy isn't just intended to help marketing, right? The idea is we want to help generate business. We want to reach those business goals. And so using engagement data is going to be really useful, insightful to helping sales with their processes. So for example, messaging when marketing knows what message resonates most with this target audience, that's going to really help sales. So for example, if we know that saving time is the thing that people click on most because that's the thing they're interested in. If we tell that to sales and sales contact that prospect and say, we hear you're looking to save time. You've already made more of a connection than if you just called saying, what can we do for you? So every little bit helps. The other thing that I think is, sorry, can you just go back one more Stina? I just want to talk quickly about creating assets. And the Harvard Business Review found that 62% of consumers would have paid more for a product or service if the process was easier. And in marketing, we have all this data available about what resonates and where people drop off and what they like to engage with. This is a really good indicator of what kind of assets we could be creating for sales. So imagine if people are talking a lot online about how GDPR is a nightmare in their company. Well, let's make them a checklist of things. They should know when they're trying to get a product approved and pass that on to sales to pass to the customer and facilitate the sales process, which will help ultimately not only book those meetings, but hopefully when those customers. We've also seen a personal video working really well with sales. And in a recent test, 16% more open rate of and a 26% higher response rate of videos that had personal, excuse me, emails that had personal videos in them. Then emails that didn't have personal videos in them. And that's because, you know, you get these cold emails all the time. But if it has a human face on it and it's a person saying hi to you and that they want to talk to you, you're going to be more likely to engage with them. But it doesn't end when the contract is signed. There's a lot that actually this data can do to help customer success. For example, look in your help center, see what kind of queries get a lot of traction and then make a webinar about that or make a tutorial video that, will hopefully facilitate, you know, the customer supporting themselves rather than having to come to support all the time. And also, you know, have your support team create webinars to help people get more value out of your product and ultimately reduce churn. So, right. And so I'm just going to summarize because I know I threw a lot at you guys, but just to quickly summarize. So look, we're trying to get a lot of impressions, right? So, we're going to use those views metrics to figure out the size of our audience and how much we have to expand that audience in order to reach that goal. Next, we're going to look at social engagement. We're going to look at what resonates the most, what people like to click on, and we're going to optimize that to really drive home those 4,200 clicks that we really need. Then by looking at the play rate and the different engagement metrics we shared, you can really, again, keep optimizing, move your video around, write more compelling content, a copy around the video, get those people to click, and eventually we're going to be able to convince them to give us their details and turn into a lead. And then again, using engagement data, we can continue to optimize to make more quality leads come through and throwing a lead gen form or collector form throughout our videos is a really great way of capturing those people who are keen and do want to learn more to help us create more of those quality leads that will then pass on to sales. And hopefully by the time it gets to this point, we've learned so much and we've optimized so much and improved our ads, that it's going to be more than 25 meetings, and it's going to be more than eight one customers because we've used the data available to us to make better business decisions. So that's it for me. I'm sure some people might have some questions. So feel free to put them in the chat to the right hand side. Yes, I am. I'm just looking at some questions here for you Joachim. If you're still with us, are you still here? I am. Yes. Perfect. So, Maria is asking, should I start reporting if my boss doesn't ask for it? Good question. Yeah. Yeah, I guess I can answer that question by a short story. I once did a workshop with a company in the healthcare sector. They had, I think, three or four people working on the social media. They had a lot of focus on that. They wanted to see how they were doing and if I could help them. Perhaps do even better. And we had a good workshop on that. And one of my recommendations at that point was you need to have some conversion conversion points because they didn't have any. They're just focusing on on throwing stuff out there. And a couple of years later that the CMO came back to me because he got fired. And there was this organizational restructuring going on and all those departments that couldn't really show the word. Well, they got, they got fired. So I would say it may be that's like the worst case scenario, but it may be a good idea for you to start measuring and not just the vanity matrix and the views and engagement and all that, but also what it means to the business just in case that things go wrong. And you don't have a good business environment as you do today. And so, yeah. The clear yes, you should, even if it's not something you have been asked for. All right. So, so what are you saying? Yes, you should definitely do so, even though your boss is not asking for it. That's great. I have one for you here as well, Jen. How do you use attribution modeling for video marketing? And that's something you can elaborate a little bit on? Yep, absolutely. And so attribution modeling obviously is the method for determining what marketing programs are driving, the most revenue, right? And the most successful channels, because obviously once you know what's working, you optimize it, you put more money into it and hopefully you'll get more out at the other end. But this is attribution modeling is kind of, it's a bit of a debate in marketing, isn't it? Because, you know, where do you give that credit? And there's sort of the last click attribution where it's like, okay, the last thing they clicked on, that's what made the business or the first click is what they clicked on. And that's what made the business. And it can be really, really misleading because we know that the average B2B purchase actually involves about seven people in an organization. And each person needs to see about six to eight pieces of content, or at least have six to eight different touch points before they actually make a decision. So it's really difficult to give all the credit to one click over another. But at 23, for example, we actually use a score based attribution, which I think is a bit of a better way to kind of, you determine what type of touch point and you allocate a point to it. And then at the end of their customer journey, once they reach a certain amount of points, you know, okay, they're good to go. Sales should really reach out to them. So we actually allocate more points to video. If someone has watched 25% of a video, for example, we allocate more points to that action so that when that person reaches the right level of points that they need for sales to reach out, we know, okay, that they've seen the video. And, you know, we know that they're aware and they're highly educated. So we can take that lead and we can allocate it based out to the score of each of the touch points that person might have had in the journey. Got it. That's super interesting. And I'm actually sure that there's a lot of more questions for you guys as well. That's why I've just inserted this quick slide. If you have questions, feel free to reach out to Jen and Joachim. Here are their email addresses. And we'll be live on demand after this webinar. And also check out our next webinars. This is something we're going to do from now on. Every Wednesday or every other Wednesday is called the Webinar Wednesday. So I'm very happy that you all tuned in. And thanks Joachim and Jen for joining me. So if you can just say bye to everyone. So happy that you joined in. Have a great, great, great day everyone. And I'm signing out. Bye-bye.