Drive business value with content personalization in AEM

Transcript

Thanks for having me. Excited to talk to everyone today about driving business value with content personalization in AEM. My name is Karthik Murlidharan. I’m a senior product marketing manager with the AEM sites team. Quick background on myself before we get started today. I’ve got 10 plus years of experience in marketing and sales strategy and particularly at Adobe. Been here for five years now working on all aspects of our AEM sites go to market strategy and execution. Particular areas that I focus on include personalization, time to market and also growth strategies for how companies kind of evolve their content management strategy. And a little bit fun fact about me, I’m a passionate sports fan, really into basketball, football. And I’m also happy to be a Sacramento Kings fan for you NBA fans out there. You know that that means it’s been 16 years that we’ve been to the playoffs. And so hopefully that does change this upcoming season. But please connect with me on LinkedIn. I have my profile listed right here. It’s Karthik Murlidharan with a one at the end. And I’m happy to connect with you after the session. We’ve got an action packed agenda today. But want to remind the audience of the three key takeaways that I hope you have after this session. The first one being leverage reusable experience fragments to create content variations. Now we’ll talk about what experience fragments are. But the idea of using content reusability to help you solve your personalization goals. The second is to enable content authors to create and manage personalization activities themselves within the CMS. And then finally, we’re going to talk about how you can optimize your personalization workflows between AEM and Target, which is the personalization engine for the experience cloud. So after the session, hopefully these three takeaways will resonate with you and you can take them back to your business. What is personalization at scale? And why is personalization such a hot topic? If you think about it, over the past several years, companies have always been trying to do personalization in a variety of different ways. But it’s always been simply about getting customized content to a customer in the right channel at the right time. But what does that really mean? Traditionally, personalization has meant broad based segments and getting something that’s roughly relevant to a group of people. Today, the challenge is becoming personalization at scale, which really means delivering the right piece of content to the right customer every single time. And when you think about the number of customers you may have and how people now want to individualize those experiences for each and every individual customer, that becomes challenging because you have thousands, maybe hundreds of thousands, millions of customer types, as well as all the channels they’re engaging with. And all of a sudden now you have a scale problem. How can you deliver these contextual experiences to all these different customers across all these different channels? And personalization traditionally is thought of as a data and a content problem. First, you need all the data to understand what those segments look like. But the real problem that arises after that is no matter how much segmentation you’ve done, how much you understand your audiences, how are you actually going to scale the content needed to serve all these different experiences to these audiences? You think about just this picture or this graphic right here, where you have three segments or three audiences, they all have different preferences for content. And then when you think about the context of their journey, it might be first in a promotional email, then a mobile app, then a web page, then maybe even an in-venue signage experience. You need to serve content that’s relevant across each aspect of that journey and do it for every single customer you have. So now all of a sudden it’s like, how do you provide the right content at the right context at every point in the journey for all your customers? And this is a challenge that we see many brands facing today. But digging deeper into that challenge, the first real issue is that content can’t scale efficiently. So when you’re talking about creating all these variations for these audiences, the first problem is really the fact that siloed content production and management is slowing down these efforts. So you may have a web team creating content specifically for the web channel, a mobile team creating content separately for the mobile channel, and when all of these duplicative efforts exist, this is what takes long to actually scale up that content production. Second is that personalization is difficult. The right teams aren’t aligned and empowered to actually drive personalization activities. It’s unclear what team owns that responsibility, who’s managing the content, who’s setting up the testing and targeting activities, and how do they all work together? Then third, personalization just happens to be overwhelming. There’s no clear path towards value realization, and it is often difficult, we hear, that to get started with what are the key activities to get started with personalization before you advance to a more mature stage of your personalization journey. So keeping these challenges in mind, I want to first talk about how do we scale that content production? And it’s really done through content reusability. And content reusability is the idea of using a repeatable, reusable pattern for creating and delivering content for all audiences and all channels. And there’s a lot of benefits when you take a reusable, repeatable approach. The first being that it enables consistency of experiences across the customer journey. So I’m sure many of you have had the experience of interacting with a brand on a website, then going to the mobile app later, maybe then seeing an email from them, and there’s something disconnected about that journey. Maybe one channel thinks that you’re in a different stage of that journey, they’re not the same content, it’s not evolving to get you to a point of conversion, and that can be frustrating. And the real challenge behind this, the reason this even happens, is because of that siloed content production, and because the same content is not being reused and consistently applied across these channels. Reusability also allows for easier management of content variations. So when you have, think of a parent experience or fragment of content, and you can create variations by just making edits to that sole, central experience, that makes it much easier to actually deliver personalization. And then finally, really the goal of reusability is just reducing duplicative efforts. The fewer times content has to be recreated or redistributed, that means the more you can scale up those content production efforts, and ultimately meet your goals of delivering highly tailored pieces of content to all your audiences. And the way we approach reusability with Adobe Experience Manager is the concept of experience fragments. Now, hopefully some of you are familiar with experience fragments, you’ve been using them, but if not, experience fragments are really blocks of content, reusable pieces of content, that can contain several components and also have layout embedded in them. So think of them as mini experiences or fragments of a page, and this could include text, an image, a caption as well, grouped together to form a singular block of content, and can be used across all your channels. The benefit of experience fragments is that you can make changes once to one fragment, and that change can propagate across all its variations. So if you take the example showing on the screen on the right side, with a credit card offer, one day it might be $300 and you have all these variations of that experience they’ve created. Maybe the mobile version has less text in the caption and a bigger call to action. Maybe the email version has more text included with more information. But ultimately that offer, that $300 offer, one day if you want to change that to $200, you can easily do that to the central experience fragment in this situation and have that change propagated across all the versions. So that way that experience is being consistent across all the journeys, and you can easily make that change once and it goes everywhere. And so this type of hierarchy with experience fragments and the ability to create all these variations allows you to reuse, reorder, resize them for all the channels you need while still keeping the content consistent across. And when I talk about variations, really it’s across two different areas. One is audience specific variations. So think about this surfing trip or this weekend trip that we’ve highlighted here. One audience might prefer the surfing experience, one audience might prefer the camping. And so we can tailor that experience fragment or adjust the variation to show the right content for that audience. At the same time, we also want to create channel specific variations. And so it may be the same camping experience that we’re showing everywhere, but that camping experience is going to look a little bit different on the web page, on the mobile app, and in the email campaign. So those variations can also easily be managed with experience fragments in AEM. Now I’m going to show a quick video that’s going to highlight what this looks like, but please remember to use the Q&A pod to ask any questions, and I’ll get to them at the end of the session because this is a pretty quick fly through of what this experience looks like. But ultimately when we’re in AEM, we can go to creating an experience fragment through this menu, and there’s a template that you can start with where you enter some default information about the title, what it wants to be called, and then you have this default experience that you’ve created. Now we can start populating with the components and the content needed. So in this case, we’re using a teaser component, we’re pulling in an image, we’re pulling in some text, calling it the weekend trip, giving it an ID. So this is showing a quick assembly of an experience fragment that ultimately is going to live on our page. And in this experience fragment, we’re also going to have a call to action or a link to where we actually want the visitor to go. So as we’re building this experience fragment, think about, they can be using different, we’re using a teaser component here, but you can be using any combination of components. And here’s now that experience fragment in all its glory with the image, the text, the caption. But now we can go in and create variations, and they’re called variations as live copies because they inherit the characteristics of the parent fragment. And as you see here, we’re going to create a surfing experience for Costa Rica. And so what that means is we want a variation that has different text. It has a different image that shows surfing and a different call to action. And so easily now we’ve created this variation and we can go in and start populating that content as you see we’re doing here with the text, and we’re going to do with the image to make that variation, to create that variation. And so we go through that same process we did with the original default fragment. And now with some magic, we have our variation already created and ready to go. Now think about, we can now do this with multiple variations and I’m skipping some steps here to show we now have a biking, a surfing, another biking experience, all created for the different audiences we have. And all these variations now, as you can see in this panel on the left, are managed based on that hierarchy of that default fragment that we created. And it becomes easy now to make changes here and edits to the experience fragment based on if we want all of them to have different text, only one of them to have different text or an image, and make those changes as appropriate. So now that we know what experience fragment variations look like and how you can create them in AEM, the question that arises, okay, now how do we actually get to personalization and get to those targeting activities that we want to create? And for those of you familiar with the Adobe suite of products, you have your experience manager which is your CMS, but you also have Adobe Target which is a personalization solution. And often the question comes on which one should we be using? Where does personalization happen? How should you be organizing your personalization activities? There are a couple of key considerations you want to think about before you figure out what is the best approach for you. One is what types of segments or audiences are you targeting? Are they purely demographic based? Are they behavioral based? So you want a segment based on a repeat visitor who has come to this specific page or that specific page. You also want to understand is the same team responsible for content authoring and personalization in your organization? Do you have a separate content team, separate optimization team? Is there a singular marketing team managing everything? That is going to dictate what approach you also take. Then where do you manage your personalization activities? Is it being managed in the CMS? Do you want to work exclusively within the personalization solution? And that leads to the following question of if you are managing everything in a personalization solution, where do the content offers get managed? So there are all these questions and we hear this from customers all the time. What is the right approach? How do we get started? How do we start to get value from Adobe when we want to do personalization? Well the great news is we actually have a flexibility in approaches that you can take towards being successful in personalization. So I’m outlining three approaches here and what we’re going to do is we’re going to go into each one of them in a little bit more detail with a little demo clip. But please, as we go through these approaches, think about what works with your organization and feel free to add questions in the Q&A pod. So the first mode is called targeting mode in AEM. Now this approach involves using AEM exclusively for managing your personalization activities as well as using what we call context hub and that’s AEM’s personalization engine. The second mode is about, it’s also using the targeting mode in AEM where you can create and manage all your personalization activities, but it is using the power of Target’s personalization engine. So you can still have your team set everything up in AEM while using the segmentation capabilities coming from Target. And then finally, the third workflow is using Target to actually manage your personalization activities and publish the experiences, but pulling the content from AEM into Target via experience fragments. So let’s start with what approach one looks like, targeting mode with context hub. So in targeting mode in context hub, as you see in this image, the content author or the marketers all work within AEM. So if your teams are aligned like this where all the activities you do from content or personalization need to come from AEM, this is the approach that you’d want to take. And with the context hub approach, the activities are set up in AEM and you can create segments based on our context hub engine. And these segments can include things such as gender, region, browser, and they’re all provided out of the box. And ultimately you use those segments, create the activity, and then publish it out with AEM itself. And the benefits of this approach is it does not require Target. It does not require a separate team going into Target or a more robust personalization solution. Everything can be done with AEM. So let’s take a quick sneak peek at what that might look like. So we’re back in AEM in this clip and there’s that personalization tab at the very far right of the screen. And this personalization tab is where you want to click into to ultimately start setting up these activities as well as your context hub segments. So we go into personalization, we click on audiences first, and for our weekend site, we’ve already created five default audiences, winter, summer, male California, male Connecticut, and female Connecticut. Now what we’d like to do is create one more, which is female California for a gender slash location based campaign that we are running. And so we can go create a new segment in context hub. And it’s very simple. We give it a title based on what we want to call it, which is in this case, female and California. And then what we’re going to do is we’re going to go and define what that segment looks like. And so we can pull in these properties for the gender as well as the region to find that in this logic right here for context hub. And once we do that, we can actually check based on a given set of personas we’ve defined who fits into the segment or not. For example, in this example, John does not fit into the segment, but when we look at Kavya, since she lives in San Francisco and she’s a female, she now resolves the segment and it shows up as both of the values being green. And now if you go into the resolve segment tab, you see that it shows the segments that she’s resolving. And this is a great tool to preview what personas or what users you have and whether they fall into a given segment or not. It’s a good way to gut check whether the segments are right. So now we’ve got our segments. The next step is to actually creating an activity for a campaign that we want to actually target content against these different segments. So what we’re going to do is we’re going to select these four segments in context hub, including the seasonal ones. And we’re going to go to the activities page to find a brand. In this case, we’re calling it the weekend getaway by location. And then now we’re going to create an actual activity that goes along with that brand. And this activity is going to be meant to where the targeting engine here we’re starting to be context hub. This activity is going to actually assign the different experience fragments we created to the intended audience we want to serve that content to. And so once we’ve done the setup of the activity, it becomes a matter of what is the content we want to assign to each of these segments that we’ve defined. And in this case, we’re showing these four segments, putting in all the details, adding it to the activity tab, and then we’re going to give the right experience fragment for each. So going through the steps here just to show what it looks like in real time, but the benefit of going through this type of approach in AEM is that this entire end-to-end process as you’re seeing with the segments being created in context hub, with the experience fragments created in context hub, and now the mapping of experience fragments to the segments, it can all be done by your content authors. And now once we have the activity set up, we can actually preview what this page is going to look like for the different personas. And so in this case, we’re going to look at if it’s an anonymous persona, they get the base experience. But if we want to see someone in particular, in this case, we’re going to look at Emma. Based on her segments, which happened to be California and female, she’s going to get the mountain biking in Whistler experience fragment. Jennifer is going to get the surfing Costa Rica experience because that’s what we’ve assigned to the Connecticut and female segments. And so as you can see, you can start to preview for any persona you want to define and test what that experience will look like. And this is an extremely powerful tool because it allows your content authors to preview this in context, understand what they’re delivering with personalization before they go live with these experiences. So context hub is a very powerful tool and can be used in many situations. So the second approach that I want to talk about is where we’re using the targeting engine or targeting capabilities of AEM, but we’re using the personalization engine of Adobe target. So what we’re doing here is AEM still being used to create and publish the activities as we just walked through in that demo clip. But instead of using those context hub segments we defined, we can actually pull in segments from Adobe target or Adobe analytics that have been predefined in those solutions. Now the benefit of doing that is Adobe target can create more robust segments, such as those behavioral segments I mentioned, or repeat visitors, or someone who’s clicked on one page clicked on another page and went through a very specific journey and we want to retarget them. Those audiences can be pulled into AEM and then the workflow is still the same. The activities are created, it’s assigned, and you can publish them via AEM. But this workflow works really well when you do use target, but maybe you still want the content authors or marketers who work in AEM to have ownership of those personalization activities. So similar to approach one, but here the key difference is using a different set of segments and the personalization engine of target. The third and final approach that we discussed is using target exclusively for creating, managing the personalization activities, and publishing that personalized content out. In this scenario, what we are doing is we’re exporting content directly from AEM into Adobe target as experience fragments. So experience fragments, these mini blocks and experiences that we’ve created in AEM, now get pushed into target, are managed in target’s offer library, and within target can be assigned to the different audiences that have been built. Now this workflow is great for when you have a separate optimization team or marketing team that works exclusively within target. Maybe they’re already running A-B testing activities there and they want to start doing targeting activities also in target. And this approach is also good when we’re talking about headless personalization. So experience fragments can be exported as JSON, which means that they can be used in headless scenarios. So if you’re trying to personalize a mobile experience or even something as innovative as IOT or a smart app, we can use experience fragments as JSON, push them into target, and then target can actually deliver that personalization to all these different channels. So a very robust workflow, and I want to quickly show what it looks like in practice. So in this example, we’re going to take a slightly more complicated segment besides just gender and region. We want to look at maybe repeat visitors. So as we go through this experience, what we’re going to do is we’re going to create this experience fragment that we have here with a bridge and text, but this is really meant to be part of a campaign that’s going to repeat visitors. And so the first thing we have to do is make sure our target and AEM integration is configured and working, and then we publish this page. Now once the page is published, we can go ahead and start setting up these personalization activities by first going into Adobe Target and then creating the relevant audiences we need. So this is just showing a sneak peek into what it looks like in Target, where we have the ability to create segments similarly to how we did in AEM, but using some more robust logic. So in this example, we’re going to be actually using the California, the region requirement, but also going to have a rule for repeat visitors. So anyone who’s from California and is a repeat visitor, we are going to get them to actually get content that’s more tailored to that experience specifically. And we’re going to do the same thing with Connecticut. So similar in terms of the regions we’re targeting, but different in that we are looking at behavioral characteristics instead of demographic. So we’re going to go through and set up these segments in Adobe Target to find all the rules. And now we have all our audiences available here in Target’s audience library. The next step is creating an activity. When we go and create this activity, this is where we use Target’s visual experience composer to do the same mapping we did in the AEM section previously. So once again, the goal is map the content offers, the experience fragments we have to our different audiences. And now we’re going to be doing that in Adobe Target. So on the panel on the left, you see that we have our audiences. Right now, all visitors are getting a default experience, but we want to add each and every individual audience so that we can assign the content to each of them. So giving this campaign a title and now adding each of our four audiences. And once we have our audiences added, we can now change the experience fragment offer that we’re delivering to them. So there is an option to replace content and replace the current experience fragment that’s being shown. And what it does is it takes you to the experience fragment offer library where we can now swap in this diving experience for our Connecticut repeat visitors. But for our California repeat visitors, maybe we want to find a camping related experience. And so we can go in, go to the experience fragment tab, and then find the camping experience. So very similar workflow, differences, we are now targeting a different type of audience. And once we’ve done that, now you can see we’ve set up our activity. We have all visitors getting a default experience, Connecticut and California getting something different. And then we can go ahead, set our KPIs, reporting metrics that we want to see. Target is a very robust personalization engine. So there are a lot of different settings that you can go tweak and then ultimately publish this out and save this campaign. And so that is how that third workflow works where we’re taking the content from AEM and putting it into target directly. And a lot of our customers are seeing quite a few benefits from that third workflow of experience fragments from AEM into target. And one of the reasons is it really helps accelerate time to market when the content team has full ownership of that content via experience fragments, but the personalization team can manage all those activities seamlessly within target. The other benefit is also the fact that we can scale across all channels given that experience fragments can be delivered as JSON. And so now target can use that to populate any mobile app or any other headless scenario that needs personalized experiences. And the content teams in this case are still empowered to manage the content centrally, use the experience fragments, and those get synced with what’s shown in target. So anytime an update’s made to experience fragments, we’re keeping that sync relationship between the solutions to make sure it is consistently updated. And then finally, this is just helping streamline the handoff between two different teams that oftentimes you find in your organizations struggling to maybe find the right workflow to work with each other. And this helps them with that exporting experience fragments, makes it much easier for them to both do their jobs and get the personalization campaigns out the door as quickly as possible. And don’t just believe my word for it. We have T-Mobile, who’s a customer of ours who spoke at Summit, who talked about this exact use case. When you think about T-Mobile with the number of campaigns they run, the sophistication of their audiences, it’s a big brand. And this is an example right here on the screen of how they have different types of customer segments that fall into different categories. And based on that, they want to promote different offers, whether it’s a cross-sell offer or a new product offer or getting them to go to a new line, they can show different experience fragments based on what that audience is. And they’re doing that by managing the experience fragments in AEM today and exporting them into Target where they’re doing that personalization. So with that, I’d like to wrap up with our three key takeaways that we started the session with. The first one about leveraging reusable experience fragments to create content variations. So we saw how easy that was, how the benefits you could get with all the variations you have based on a parent fragment. And that reusability is going to allow you to scale this content creation across all your channels. Second, the idea of content authors being able to create and manage personalization activities within the CMS. We saw that with approach one with Context Hub, where in AEM, everything can be managed directly from the creation of segments to the creation and delivery of activities. And finally, optimizing your personalization workflows between AEM and Target. If you remember, that was approach number three that we took where we’re exporting experience fragments from AEM directly into Adobe Target, which allows you to do personalization against some more robust segments. And I know we covered a lot today. So with that, looking forward to answering your questions and helping in any way I can. Thank you, Karthik. That was fantastic. I loved all of the examples. I also really loved the demo, kind of seeing everything step by step. And we have some good questions that have come in. Our first question is from Rachel. And by the way, before I read Rachel’s question, a reminder, we are live with Karthik. So if you have questions, you still have time, drop those into the chat box on the right side of your video. But Rachel, your question, are there any governance recommendations for the implementation and maintenance of experience fragments that are used across sites with different site owners, different teams managing the various sites? So that’s a great question, Rachel. The answer is it varies depending on how you’ve set up AEM, how your teams are set up. But I will say that a lot of customers we see, based on you think about the component library you have today with AEM, how does that get used across teams? Are you using a universal library of components, sharing it across all your different teams? If you are, similar strategy could be applied to experience fragments as well. And it should align to that component strategy. So it is possible to share across teams who are managing different sites, but at the same time we have customers also who have teams using exclusive instances of sites with different code bases and they want to keep them isolated. So that is a use case as well. So the short answer is it depends. We have documentation. You can look up an experience league for best practices, but absolutely aligning it to the way you share components is a good way to think about it. This is one of those topics that has come up a lot today and it’s so unique. It’s not a one size fits all. It really does depend on how you’re using the tool and how your organization is set up. So it’s always hard to say it depends, but it really does depend. Yep. Yep. But we have a lot of best practices on experience league. So definitely go look at the documentation there and I’m always happy to help if you have additional questions that you want to send over. That’s great. We have a question that came in over email. So the question was, when do we use content fragments versus experience fragments? What’s the difference? Great question. So content fragments, for those of you who may be familiar or unfamiliar are also reusable pieces of content, but they are raw content. So there’s no layout associated with them. It is pure, you know, text image and really content fragments were designed to be used for headless use cases where a front end developer needs content from AEM, but all they need is the raw content itself. And they’re managing the actual layout and presentation of that content. Experience fragments on the other hand, and what we discussed today is really not only is it the content, but it’s also the layout and assembly of that content. So an experience fragment, think of it as a mini page where you have maybe a text component, a page component or text component, title, teaser, all combined into one. And there’s some layout associated with it, the arrangement of those different components and the way they look and feel. So that experience fragment, think of it as an includes layout, whereas content fragments is just raw content, but both of them are really used to support this content reusability in AEM. Love it. Efficiency, always. Where can we be more efficient? A question came in from Marissa. This actually is interesting because we got this question through email or a similar version. I think it’s close enough. So this is obviously a question a few folks might have, but is ContextHub built into AEM? Yes, it is. So ContextHub is tied directly to AEM, accessed directly through AEM when you create the segments, when you assign the activities to those different segments, and then where you can preview all the experiences as we showed in the demo clip for those segments you’ve created via ContextHub. So it is AEM’s personalization engine and you do not need Adobe Target. So that first approach I talked about, you can do personalization exclusively just using AEM. And it’s a very powerful tool and we have a lot of customers who do that today. So depending on how you structure your teams and what benefits you the most, if you want to use ContextHub, all you need is AEM to support that. Nice. Good to know. This question is from Janine and it says, if our instance doesn’t have the personalization option, are we able to add it? It’s a good question, Janine. So I’m not sure what you have today, but ContextHub and AEM has been available on both managed services and cloud service. So either deployment. Containment services has been, I think, there since 6.1, 6.2. So if you’re running any recent version of AEM in the last five or six years, you really should have access. It does require configuration. So there are steps on Experience League to how to actually get it configured and set up, but there’s nothing you should need to do separately to get access or nothing you need to purchase on top of AEM. Helpful. Just another reminder, again, if you guys have questions for Karthik, this is your time. We have an expert here, so do drop those into the chat on the right side of your screen. I’ll ask you, Karthik, is there anything that you’re seeing that folks aren’t asking? What else is good to know? If you had any kind of last minute tips or advice or takeaways from today, what should folks know? I think that the main thing is really the flexibility. Personalization is not a one-size-fits-all approach. And when the numerous conversations I’ve had with customers, everyone looks at it differently. Everyone thinks about it differently. Some customers really only care about doing very broad-based segment, region-based, simpler rules, while others are looking to do now one-to-one hyper-personalization. But I think regardless of the level of personalization you want to do, really the core things you need to figure out is what is your content reuse strategy. If you can’t reuse and scale content via something like content fragments, experience fragments, your personalization is going to fall flat because we’ve seen many customers who spent all their time aligning data, getting all their data stitched together, getting a unique customer profile with data coming in from all these different sources, but then they can’t actually scale their personalization because they can’t create the content needed to support all these different audiences. I think content strategy, reuse strategy, first lay the groundwork by figuring out how you can take advantage of experience fragments, content fragments, and that’ll help you build the building blocks you need to actually scale personalization, regardless of how sophisticated you want it to be. I think that’s the main thing that key pattern I’m seeing among all our customers is once you establish that, you’ll find success doing personalization. Yeah, it’s again, I’m hearing that a lot today too, that crawl, walk, run. There’s a lot that we want to do and figure out today. One, where’s the biggest bang for your buck? Where do you think you want to put that effort today? And then what do you have today that you could actually start with some process or some kind of small pilot, whatever it might be, and then you kind of iterate and build as you go. Exactly. Yeah. Yeah. I guess my last question is just my own personal question. I know at the top of your presentation, you mentioned you’re a huge sports fan and super curious as we wrap up today, dream lineup, Super Bowl lineup. Who do you love to see? Oh, it’s a good one. For me, I am a Tampa Bay Buccaneers fan, despite growing up in the Bay Area. And this was since 2000. So not because of Tom Brady or anything like that. But for me, given that we have Tom Brady, would love to see a Bucs Patriots matchup just because it would be probably the most anticipated, exciting matchup in Super Bowl history. And I like to think of Tom Brady as a Bucs. So it’d be great to see him win against his old team. For my lot of feels, a lot of feels in that game. That would have been amazing. I just sincerely appreciate your time. Just really fantastic information. Thank you for taking the time to be here and for sharing all of your knowledge with the group. We appreciate it. Thanks, everyone, for attending. I really hope that this information was useful and feel free to reach out or connect with me on LinkedIn afterwards.