Real-time CDP Migration Readiness

Transcript

All right, well, we’ll go ahead and do a quick intro where we allow people another minute to filter in. Just wanted to say hello to everyone and welcome. Thank you for joining us today. My name is Katie Yoder. I am a Senior Customer Success Strategist within Adobe’s Integrated Architecture team, and I will be your host for today’s session, focused on data management strategy, on audience manager, and looking ahead. Please note that we will be recording this session and it will be available afterwards to all those who have registered. During today’s session, if you have any questions that come up based on the content, do please feel free to post those in the chat and we will address them there. And then we’ll also talk to them at the end of the session. We’ve reserved time for some deeper Q&A conversation there. So just feel free to put questions in as they come to mind throughout today’s presentation.

So with that, at this time, I will go ahead and turn things over to our presenter today, Katie Keel, Senior Customer Success Strategist, to go ahead and take us through today’s agenda and content. Great. Well, thank you everybody for joining and thank you, Katie, for the introduction. So with that, I think we can go ahead and get started. So we really appreciate everyone making the time to join today’s live session. And the key focus area is really centered on giving an overview of some industry trends that will very likely be impacting your data management strategy. And as an outcome of this session, we really hope that we’re leaving you with some best practices and recommendations to prepare for this evolution within your organization. So from an agenda perspective, a preview of the topics that we’ll be covering include the different market forces that are currently impacting your data management strategy, and also why it’s important to start the process of defining a strategy sooner than later. We’re also going to be covering steps and considerations to think about evolving in the future state from audience manager eventually to something like real-time CDP, how you can start preparing now as an organization for this migration, and then ways that you can set your organization up for success and some considerations that you should take. And then as Katie said, when we finish the content that’s been prepared, we’re happy to answer any questions as you post them in the chat pod at the end for Q&A.

So with that, let’s get to it. We are sort of at a crossroads in the industry. I feel like this information really isn’t anything new, but it’s just about sort of educating on the trend. So we’re really at this crossroads, and essentially the external market is really requiring data management practice to evolve from what we’re traditionally used to. The first one is really about this shift to what’s called durable identifiers. So we’re going to use this term a lot. So a durable identifier is basically any ID that’s not a cookie, and it’s a trend that we’ve seen over the past couple of years. And as a result of Google Chrome sort of in the middle of deprecating third-party cookies and implementing different restrictions, these are actually planned for later this year or early 23. This is really one of the main areas that’s serving as a catalyst for change. The second sort of external market force and impact is really the expectation of personalization. So coming out of the post-COVID world, it’s been a notable trend that personalization has heightened because more and more customers are really intending to engage and have been engaging with brands online, just given the uptick in digital engagement across the board. The third market trend is really all about privacy and governance really coming front and center. So you may have seen that within Apple, they’re really focusing on privacy-based advertising campaigns, and they’ve also updated their IDFA, which is the Apple ID mobile consent requirements. So these are just examples of how this is just becoming more of a hot topic and why it’s important to start considering this shift in your data strategy.

And then the last market force really is all about the consolidation of platforms. So as organizations work to tighten and maximize investments across marketing IT, many of them are seeking ways to streamline their marketing applications so that multiple use cases can be executed.

I also wanted to talk through just sort of the shifting timelines for these changes. I feel as if we’ve all been, we’ve been hearing about this for quite some time. We keep hearing about third party cookie deprecation. Originally, Google had intended to stop supporting third party cookies in Chrome by early this year, but this is now expected to roll out either later this year or early 24. So as I said, this has all been a trend that’s been evolving over the years, but the key takeaway is that eventually this day is going to come. So when this finally occurs, the impact that we will expect to see when it comes to evolving your data management strategy is that there’s going to be a decrease in the capabilities of tracking third party cookies. So this is going to create challenges in terms of tracking, targeting, and measurement. And also just to put this in perspective, Chrome currently owns about 65% of the global market share, and they’re the only web browser left that’s actually still supporting third party cookies today. Safari, Firefox, et cetera, a lot of these other web browsers have deprecated third party cookies years ago. So when Chrome finally releases these changes, it’s going to be a pretty detrimental impact.

So what does this really mean? Specifically this drop-off that we’re talking about in terms of third party cookies and eventually mobile IDs is basically going to cause a significant shift across the way we’ve been executing core use cases for data management activation for the last several years. This change is also going to mean that marketers will need to develop new tools and adopt new processes to still continue to perform these different functions. So from a CDP perspective, CDP was originally built to focus on personally identifiable information. And it’s just a note that with the larger impact of these cookies going away, we’re really recommending at least now a dual approach for foundations so that when we eventually those capabilities that you’re used to an audience manager will be slightly reimagined, just given the evolution. Getting into the specific use cases, we’re going to talk about three today because they tend to be the most important thematically for marketers, which are prospecting, remarketing, and then attribution and optimization. So from a prospecting perspective, this is a really critical function for all marketing activities because it allows businesses to continue to grow through acquiring new users. And historically third party cookies and third party data were really important as part of this prospecting opportunity because it allowed different brands to target and reach new users that they previously didn’t have a relationship with, but they may have signaled some type of intent or interest with the brand. So the removal of third party data in particular, we expect to see a rise in more publisher direct audiences, as well as the utilization of search and walled gardens who have already adopted this and they have scaled pools of consumers that have opted in directly to receiving targeted advertising and messages across all their digital properties. We also expect to see a significant portion of the web that’s unauthenticated. And so as a result of that, from a prospecting lens, the contextual targeting or traffic filtering, these are going to be critical factors to allow you to still turn unknown prospects into audience pools that you can leverage for your marketing efforts. The second theme here is all about remarketing or retargeting, and we would see kind of an increase in relying on a brand’s authenticated first party data set. So this basically means that it’s going to be more reliant on user behavior once they’re logged in to either web or app. So this is why it’s really important to start shifting that mindset to focus on taking the steps now to build up your first party data footprint based on your known customer data and create those durable identifiers. So some examples of those durable identifiers would be email address, phone number, address, et cetera, because this still would enable you to continue to perform those retargeting activities at the mid and lower funnel to really drive consumers to complete their journey from intent through full conversion.

So the theme for retargeting is that the goal is really going to be to shift these customers into more authenticated environments across the web. And we would also want to encourage the development of more strategic second party data partnerships, because with second party data, you’re essentially leveraging another company’s first party data. So if there’s any way to expand that footprint from a strategic lens, this is also another recommendation to make sure that you’re able to effectively retarget to users. And then the last area here is really about attribution and optimization. So the whole theme is really just understanding the impact of your advertising and marketing efforts on your business outcomes and how you can make optimization and changes to drive efficiency. So for this use case, this can still be managed, but the change that we expect to see is that we would anticipate sort of more of a fragmented ecosystem across different insights. And one other call out when it comes to attribution and optimization is we would expect paid media metrics to become less relevant than they are today, just because with the loss of third party cookies, it’s going to be more difficult to gain an understanding of how this correlates strictly to business outcomes. So the key takeaway from this, from this digital advertising shift is to start just taking the steps now to rethink the acquisition strategy stack and remove any exclusive dependency on third party cookies as much as possible. In terms of some guidance that we wanted to offer for navigating this timeline, I think for all of us, it may have been somewhat frustrating just to keep experiencing this, you know, these changes in time just to adequately prepare. And from an Adobe perspective earlier this year in 2023, actually, our team conducted research and we found out that only 37% of marketers and advertisers feel that they’re well positioned to be successful in a cookie-less world. So even though Google, you know, has extended this deadline, the idea is that you can still leverage third party data today, but you don’t want to rely holistically on it. So it’s not all negative news. The good outcome for this extended timeline is that there’s a proactive approach that can be done to make sure that there’s a proactive approach that you can start taking now to begin preparing for these changes if you haven’t already. So the first one is to really rely on this timeline extension. Use this as an opportunity to take a step back and plan a strategy and assess your own first party data footprint. It all comes back to use case development and identification. So think through the key audiences that you may want to engage with and then work backwards there from the use case perspective of what data is available within your first party ecosystem that could rely on those first party identifiers so that you can start these building blocks and eventually scale down on the third party cookie aspect of anything that you’re running.

The second theme is really about prioritizing that first party strategy as you prepare. So in case you’re not aware, the first party data is really owned by the brand or the company. So because there’s no impact on third party, these first party data sets, they’re not likely to face the browsing regulatory restrictions and it really empowers the brand to take ownership of their data and build relationships more directly with your customers.

The third recommendation here, I touched on this a little bit, but it’s really about thinking about any partnerships that you may want to develop over time to really help supplement that first party data footprint. So you may want to consider collaborating with other brands to help build more of a cohesive customer engagement across the board where it’s a mutually beneficial relationship for both parties and then everyone wins where both companies are sharing the data with a customer-centric approach.

And then as part of this, it’s just a recommendation to really make sure that the customer trust should really be top of mind as you’re developing your strategy. Consent and choice tends to be a common theme. So as you’re going through and navigating this industry change, you really also just want to think about how you’re engaging with your customers and making sure that there’s a proper consent practice implemented as well.

Okay, so now we’re going to switch gears a little bit and we’re going to talk about some recommendations. Again, this is all intended to be eventual shift from audience manager to real-time CVP. And a lot of these trends, like I said, they’re coming from external market forces and Adobe is just here to sort of provide guidance on how to best adapt to those changes that are coming from the outside. So in the past, you may have heard Adobe sort of speak about a complete data management strategy as really being a combination of these two data sets. So the first is the synonymous data on the left and then on the right is really your known customer data. So in order to grow your business, everybody needs the same two items in order to be successful. The first on the left is really finding and acquiring new customers. And then the second one is growing and retaining that business. So really you want to focus here on maximizing the value of your existing customer base. So traditionally, and the way that we currently stand right now, if you start on the left finding new customers, this is where you might be running those prospecting campaigns to raise awareness and consideration. And you’re often working in this synonymous data profile. And this is where at least today until these changes occur, audience manager can really lean in. Then once they go through sort of the awareness and conversion cycle, you’re sort of moving over to the right where you’re transitioning into that more long-term customer growth area. These are going to be your known customers, who you’re providing services for. Oh, is there a question, Katie? Oh, sorry. I thought there was a question. No, you’re good. Okay. So here, this is where you have the added benefit of enriching that data on your customers. So you might be able to identify their name, email address, mailing address. And really, when you move over to the right, this is unlocking that one-to-one profile targeting. So I hope that this sort of cyclical process shows how, at least right now, audience manager and the DMP can be used to help you find new customers. And you want to consider that pivot long-term to real-time CDP, because this is something that’s enabling that granular personalization and insights at the individual profile level, which is really necessary to really drive long-term loyalty programs. In the future state, what this really means for data management is that we are all heading towards this future where a single system will be available to execute on both DMP and CDP use cases. So when you think about the customer life cycle, everything is still the same. It’s just the opportunity to execute from one single platform and one complete UI. So this is really a result of the shifts in the market trend, because once the third-party cookies are deprecated, you’re going to want to have this sound strategy in place so that you’re not playing catch up and you’re taking a proactive approach, because this is where the industry is really headed. At least for today, because the industry timelines keep changing, you know, we did at least want to share that right now, audience manager and CDP are still playing important roles today. So there’s certainly no need to panic. The products can be used in conjunction right now. What we really want to encourage is just to start adopting a mindset shift where you’re prioritizing your first-party data footprint and you’re slowly deprecating any explicit reliance on third-party cookies and information as part of your marketing strategies across the board. If you haven’t already started this strategic planning or journey, there’s still time. And like I said, for right now, you can really take advantage of this complimentary approach to data management. So you can see here in this chart that the data points that you access within audience manager really help you build that foundation for a future state when considering a CDP. In the DNP, you’re still going to ingest your own first-party data, but the difference here is that this is mostly hash user data with no personally identifiable information. Once you make that shift to real-time CDP, you’ll see that you’ll begin enriching all of your first-party behavioral data to really marry that together with the PII-level data.

There’s also some additional capabilities that you may have insights on, but the key takeaway is that from an audience manager perspective, you’re executing this at the segment level and not on the individual user level. So when we’re thinking ahead, looking at the future state, for real-time CDP, you’re really drilling down to the individual profile insights, which would unlock the capabilities of one-to-one messaging and targeting. So at least today, a lot of our customers sort of recognize this complimentary approach and capabilities, which can help you continue to power use cases across the entire customer journey. And by taking these steps, you’ll be setting yourself up for future success when the time comes that third-party cookies will be deprecated. Within audience manager, I just wanted to quickly refresh of sort of the three key functions, which is still the same intention when you eventually evolve as the industry is going to require eventually to real-time CDP. And that starts with data ingestion, your data in, creating your audiences for the purpose of activation. So by extending the boundaries of audience manager with real-time CDP, you’re essentially up-leveling your current customer data management practice through each of these steps and phases. By bringing in PII from the data ingestion aspect, this unlocks the ability for you to build more richer audience profiles. You’ll start to add in supplemental information like name, address, and phone number to all of your cookie IDs, device IDs, and any potential hash identifiers. As you navigate through, your audience creation process is going to again be up-leveled from working with traditional audience segments, which are basically groupings of characteristics of similar customers who fit certain qualification criteria. And this is going to evolve to more real-time customer profiles that contain individual records accessible on their own, or they could also be grouped into segments, but it’s based on the individual level. And then finally, from a data out or an activation perspective, the idea is that you’ll be able to deliver more consistent experiences everywhere by extending from solely the cookie-based or even device-based to broader marketing destinations that include personally identifiable information to be activated. So in this case, we’re thinking about email service providers or call centers, et cetera, because you’re up-leveling the audience capabilities to include that personal information on your customers.

When the time comes for this consideration, we did want to highlight that there are seamless workflows between Audience Manager and Real-Time CDP. So the key takeaway is that anything that is only reliant on cookie-based audiences within the DMP are more vulnerable to these emerging market trends. So that’s if you’re only relying on third-party data, media, et cetera.

This bi-directional integration, what this does is it really allows you right now to work seamlessly between the two systems so that you can leverage all the great work that’s been set up from a foundational level in Audience Manager while you start shifting workflows to Real-Time CDP when the time is right. So eventually, the idea is that you’ll use Real-Time CDP for data ingestion, creation, governance, and activation, and Audience Manager can continue to be leveraged for your cookie-based use cases as long as the third-party cookies remain viable. So dozens of customers have already begun this journey and are taking sort of the dual approach to the data management strategy, but really about prioritizing and expanding on the first-party data ecosystem as much as possible.

So now we’re going to pivot and talk about how to best prepare for a CDP. So when you’re thinking about starting this strategic planning exercise, you really want to make sure that this is tied to the expected business outcomes in these cases. So making sure that your goals are identified up front and working backwards from that. And then once you have the core goals or the groups of users that you want to target from an audience perspective, that will help inform these different considerations. So your data sources and data sets, so where the source of the data is coming from, how you can marry together those unified customer IDs, destinations or activation points, ways to be API-ready, so there’s a lot more flexibility to be able to send data out. And then also taking the right steps to prepare your organization from a center of excellence perspective, which we have some slides on at the end to cover off on.

There’s also a series of slides here that include a list of helpful questions that we’ve seen others adopt for a successful implementation. So the first step of this, I touched on this a little bit, but it’s really to identify the different data sources, especially for your first party footprint. So is this web behavior data for users that are logged in, app data, anything offline, so it’s just basically identifying those different data sources that could help with any short-term or long-term marketing and personalization goals.

The second aspect is the identity piece and tying everything together. So are there any commonalities across the data sources that can be ingested? For example, is the user’s email account tied to multiple different data sets and locations to be able to market these users effectively? What level of support do you need from other areas of the organization to be successful? So just understanding the wider ecosystem of your own company will really help from a preparation perspective to understand the time and resources that might be required to set up your implementation as intended. Also just being able to clarify those asks, so when is it appropriate to involve marketing or each of those teams? And then the channel opportunities, so in which channels do you want to deliver more customized experiences or advertising? And then at the end, it’s really about just understanding those core audiences and personas, so who is it that you want to reach now and then what data sets are required in order to make that happen? One way to think also about the evolution of data management is this maturity progression. This is something that is definitely intended to be a guide or aspirational, so there’s no cause for concern or alarm if you find that you’re sort of in the front half of the spectrum. A lot of customers are at this point and it’s more about just making those active steps to progress throughout the maturity curve as needed. So if we start all the way on the left, when we talk about data silos, this is nothing new. Nearly every single company has at least some form of a data silo challenge and in this very early stage of maturity, there’s this whole notion of unified profiles or audiences. It just simply doesn’t exist. This is where these folks can really lean in on audience manager and many companies will try to attempt to break down these silos, but there might be division between online and offline data. So as a result of this, it makes it harder to connect customer engagement across the digital and offline world to really deliver that consistent experience. So from a DMP perspective, this could be married together if your data is hashed before it’s brought in. Another level of division here from a data silo perspective is really about the known and synonymous consumer data. So we’ve talked about this, that the data management platform doesn’t store any personally identifiable information. So to really evolve beyond this step in the maturity, you would need to consider something like real-time CDP to be able to build those unified profiles that contain both types of the data. So moving towards the curve here, as we go through, you’re talking about unified and actionable profiles now. So over here, and these are being used primarily by marketing teams to execute on core use cases. So this is the great goal to have for any organization, but it’s just a note that data silos can persist if teams outside of the core marketing group are still using different systems for different purposes. So there might be different data for the customer service team or IT or data science. And then if this is the case, there still may be some inconsistent insights or inconsistent customer experiences across the board. So I would say that the aspiration right now is to really start taking the steps now to reach this unified profile state. At the very top and the most mature along this progression journey is really where we have full enterprise adoption. And this means that the unified profiles are being used across different departments and different lines of business to drive and leverage those same audience definition. With multiple groups within the enterprise adopting this framework, there’s no longer duplicative systems, which basically will save time and resources and ultimately maximize the ROI of your investment. All right. So now we’re going to shift into the last section here, which is really about setting yourself up for a successful migration. So the takeaway is that there are benefits across all different teams as part of the customer experience. So from a marketing operations perspective, the intention here is to really drive competent and compliant data usage, see lift across different engagements. Ideally, you would have marketing friendly self-service workflows, the ability to create different dashboards, et cetera, and then streamline and reduction in any manual effort that’s needed when fulfilling any data privacy or governance requests.

From a campaign management perspective, the intention here is to really have better personalized experiences and increase conversion and revenue and to be able to execute those with speed and efficiency. So fast segmentation because campaigns need to be set up quickly.

And then as part of this, it’s really the flexibility to be able to deliver faster and more timely responses to consumer behavior and interaction. From an IT perspective, it’s really about maximizing the value of the data, making sure that data is configured and that everything is set up functionally to deliver the right level of compliance and governance that’s required. Site experience, again, it’s more about having different qualification to make sure that consumers are getting the right personalized experience and there’s opportunity to better collaborate across the campaign and media team to make sure that consumers have the best site experience possible. From a data science perspective, really about just making sure that there is access to raw data and insights and reduced latency to really get those insights and takeaways. And then from a paid media perspective, really just making sure that campaigns can be executed faster and more accurately to really optimize towards different budget and return on ad spend.

So now we’ll talk about creating a center of excellence. So at the highest level, the center of excellence is really about managing the data platform so that organizations can get the most value out of the investment. So at the highest level, a COE is really responsible for governing the use of the platform, building roadmaps, tracking progress, creating audiences, managing results, and then communicating those updates as needed throughout the organization. So when you’re thinking about not even just getting started with this evolution towards CDP, we definitely recommend this foundation for any data management practice, especially with audience manager. But it’s really about delivering that end-to-end ownership of the capability to make sure that there’s consistent marketing efforts across the board. So I also wanted to mention too that with a center of excellence, it’s not something that’s established and set up overnight. It takes a lot of time and commitment and participation from different cross-functional teams to get started. So just keep in mind that it’s a journey, it’s a process. Sometimes it’s a journey, not the destination right away. So the first thing that you want to do is identify those core business goals at different priorities. So taking a step back from a strategic perspective, really take time to document what goals your organization is trying to achieve and how your audience center of excellence can be designed with that in mind. Identify the right team members. So as technology continues to change, just make sure that you have the right representatives and people and teams at the table that can be brought into the new models that you’re developing.

You also want to consider your operational model. So thinking about the COE structure, process, and governance, and how that applies across the organization. When you’re getting started with this, we definitely recommend starting with a small team that can really serve as a governing board to own and create the framework, and then you can scale it as needed.

You also want to make sure that you’re tracking any wins along the way. Change is hard. People tend to be resistant to change no matter what. So as part of change management foundations, it’s really just important to make sure that you’re highlighting any success that the model has seen and building different checkpoints along the way. Maybe it’s something as simple as creating core personas or audiences from one centralized location that’s being leveraged by multiple teams. And make sure that you have the right measurement strategy in place as part of the COE responsibility so that you can effectively highlight those successes across the organization and socialize that. And then the last aspect of the Center of Excellence is that communication. So just making sure that as you navigate through these processes, that it’s shared widely at every step, and making sure that folks are also developing education on the different content and sharing those learnings along the way. We talked about documenting success, but it’s very possible that there may be some learnings that need to be shared as well. So as long as the intent is there to be able to communicate and share that knowledge, that’s really the key area of focus is that it’s a learning journey as well. And then to close, we wanted to leave the group with this checklist. So just some steps and considerations to think about evolving this future state for audience manager to CDP. So the first bullet is really about thinking about what you have in the DMP today. Before you can consider evolving, it’s a really good opportunity to strategically evaluate the data that’s in your main audience manager segment. How are they being used? Where’s the data coming from? What are the building blocks that you’re using to create those audiences? And then how could that potentially be enriched like we talked about earlier to apply to this new world of CDP with the more personally identifiable information? The second one is, do you have any segments that you would be able to set through from audience manager to CDP in the connector? So again, you wouldn’t be able to share anything that is solely reliant on third-party data, for instance. So you want to really start looking at your wide breadth of data sets, thinking through the key use cases that are most impactful that really don’t have any data dependencies or activation challenges. Those would be a good fit to consider when you’re taking this step to evolve to the next level. And then is there an opportunity to use any Experience Cloud audiences and bring them back into audience manager? So one thing to note is that any segments that have rules that can be supported in CDP but have activation dependencies, they could be sent to audience manager. There’s basically a way that you can do this through the Experience Cloud audiences destination. And then there’s different links here to documentation to review that further. And then the last consideration is really, are there any destinations right now in audience manager that you could start leveraging to CDP? The most commonly leveraged would be people-based destinations because that’s based on PII data and that could be sent to real-time CDP. So the whole idea is that these market forces are really going to be able to leverage the data to make sure that our customers are using these timeline shifts to really take a step back and evaluate how you can optimize your first-party data footprint to get ready for what the future holds. So I hope that this was a helpful session to introduce these new technologies to your customers. So I hope that this was a helpful session to introduce these concepts. And Katie, with that, I think we could pivot over to Q&A if there’s any in the chat. In screen share mode, I actually can’t see the question. Wonderful. Let me just take a quick view through here. I know it’s been a little bit light on questions coming in. So one question that came through from Catherine was, do you have any clients willing to talk about their AAM to RT CDP journey? Katie, any recommendations on that one? So I’m not quite sure on that, but what I could do is we could take the question and we could follow up on supplemental information. So any customers that have started this journey and if they have any advice. I would say I’m not of any right now as a resource that are available to be reached out to directly and kind of chat through it. I think a good place to look for resources might just be the success stories that are on adobe.com. So that’s something we can follow up with you with and share over if there’s some good assets there for you to look through. But as far as just a direct peer-to-peer conversation, I don’t know of someone. All right, another one. Yeah, another one that came through is, and then I think this is related to your last couple of slides there, which is just asking if you’re saying that AAM will evolve into a different product.

So right now the main theme is that audience manager and real-time CDP can be used together. The changes in the market and the industry definitely suggest that we’re leaning towards having more durable identifiers, but it’s by no means saying that audience manager isn’t relevant. The idea is that you want to prioritize your first party data footprint and strategy so that you can take the right steps to evolve as the market does. So what that really means is that anything that is solely reliant on third party data or third party cookies, you’d want to consider pivoting away over time from using those audiences and using first party data. But it’s definitely designed right now to provide value for both solutions in a complementary fashion.

Thank you, Katie. Good level of detail there. I’m just going to invite people to add anything additional that they have regarding questions for Katie on anything she’s talked through or challenges that you’ve seen either your business face or others face that you’d like to open for discussion. We welcome you to put those in the chat, or if you’re more comfortable coming off mute to ask a question, we’ll give another moment or two for people to take that route as well.

All right, last call. Anything else for Q&A on this topic today? Thanks, Katie. I did just want to leave the group with links. So at the end of the presentation, there are some links to additional resources. So there’s some great free materials that you can consume on Experience League just regarding CDP and audience manager users, which I think will help address that last question that we got. And then there is an upcoming event coming up in New York on September 14. So if you’re local to New York and you want to consider registering, that information is available here. So thank you, everyone, for your time and attendance today. We hope that this was able to provide some additional insight and value on the future state and how we’re all thinking about evolving data management strategies as a whole. So thank you. Thank you, Katie. Thanks, Katie. Thank you, everyone, for your time today. We look forward to connecting with you in future sessions. Thanks again.