Activate data to non-Adobe applications webinar

Transcript

Hi everyone. Yeah, my name is Matthew Hanoutz. I’m a senior evangelist here at Adobe. And my job today is to tell you everything, but how we can activate data from Adobe E-Science platform all the way to other solutions in place that are non-Adobe. So here we are. This is the, where am I? Math. So we started this demo Thursday series with introduction of why we built Adobe E-Science platform. And then we started ingesting data, whether it’s through batch, through streaming, and we talked about data governance on what you should do and what you should consider to make sure that not only your data is safe, it’s component to your rules and policies in place, but making sure that you also accept and collect consumer consent. And then we moved into segmentation. And this is where the fun begins in that as a marketer, as a practitioner, I have a lot of data. And this is the right moment for me to start identifying the right audiences that I need to identify to engage with them. And since last week with Kevin Corn, we started talking about data activation, what it means for you who are using not only our own applications, but what it means to add Adobe E-Science platform to the mix. But today we’re gonna continue that conversation on how we can activate data, but this time using non-Adobe applications. So we’re very excited that the four demos that I have for you today, and we should be able to give you a pretty good overview of the activation capabilities of Adobe E-Science platform using non-Adobe solutions. And then we’ll continue this journey as Tyler. So this is a recap. And for those of you who are new to this demo series, this is the ultimate platform that we’ve been telling you about for the entire demo series. And it’s all about the Adobe E-Science platform. We actually created Adobe E-Science platform from the ground up to help brands such as yours to build and manage complete solutions that drive consumer experiences. An experience platform enables actually organizations to centralize and standardize customer data and content from any system and apply data science and machine learning with the business objectives to dramatically improve the design and delivery and management of these rich, real-time, personalized customer experiences. So it is all happening here within the Adobe E-Science platform. And as you can see here on this slide, you have different buckets of major capabilities that we created within the Adobe E-Science platform to help you either collect data, to make sure that your data governance is in place. But then as you can see here, create what we call the real-time customer profile. That is pretty much the ultimate view of your consumers using online, offline, streaming data in one single place. And as soon as you have that real-time customer profile, then you can start creating segmentation, rich segmentation, and stitch these identities together with the spirit of sending that data over to channel execution, whether it’s with non-Adobe applications or with our own applications. And Kevin Colborn last week showed you how we can do it with Adobe Target or with Adobe Campaign. But we’re gonna be focusing on non-Adobe solutions today. All right, so the cast of character for today’s webinar is this guy, the practitioner, the marketer. We love this persona. I’m a marketer myself, so this is ultimately my job, is to access not only rich data, omnichannel data, but just start doing segmentation, just start identifying the most valuable customers that I really want to engage with. And I really want to do that in real time, making sure that I have fresh data, data that represent what consumers are doing at that moment in time on any of my digital properties or physical properties, I should say, and to make sure that I can engage with them in real time across different channels, whether I own them or I don’t own them. So this is the ultimate job of the practitioner as we define this persona right here. However, life is not easy, and we’ve been talking with many marketers in the field, and these are pretty much the three buckets of challenges that they’re facing right now today that hopefully we’re gonna be solving with Adobe Streams Platform. The first one is a common one that we’re all facing, is the fragmented data. How many times I had the opportunity to talk with brands, I would have probably, let’s say, five people in the room around the table, and they’re all managing different channels. One is managing email marketing, the other one is managing ad spend, the other one is mobile, the other one is website, and why not the fifth one is the call center or the point of sale. And I would say seven or eight years ago, these five people were absolutely disconnected. They were collecting data on their own in their own silo, and they were not exchanging that data. Now there is a tremendous opportunity to not only share this data, but to make sure that me as a consumer, as I’m talking with a brand, I actually don’t care whether I use email or the website or the call center, I’m still the same person, and the brand needs to understand that it is actually the same person in place here, and we need to merge that data into a single customer profile of me, Matthew News. So this is the first thing that we’re solving with Adobe Exchange Platform. And then inconsistent experiences. Not only we need to find a way to break down the silos and connect those data silos, but we have to make sure that every time we engage with consumers, it is actually spot on. It is also personalized and maybe even real time. So that puts a huge stress on organization, not only to do a great job in collecting data, to stitch this data, but to actually use fresh data at that moment in time when you start engaging with them. The third one is compliance. As soon as you’re ingesting data from different sources, first party, third party, and even probably third party, you have to make sure that you are respectful of your own policies, but also to the law. So you have to make sure that you are labeling data such as you can clearly identify first party from third and second party data, and you have to make sure that you label it in a way that not every data is created equal. And maybe the first party data you’re collecting from the website is not good data to use it for advertising outside of your general poverty. So you have to make sure that not only you understand how you collect data, how you tag and label data, but depending on the usage of the data, then we can protect you from violating a rule, a policy in place. And this is something that actually Ben Teffer has shown you probably like four sessions ago. So these are the three major challenges that practitioners are facing today. So if we take these three things and we put them into what we call Adobe Xpains platform or real time CDP capabilities that we deliver, so this is it, this is our offering is really to make sure that we can deliver to our practitioner a simplified management of both known and unknown data, whether it’s online, offline, point of sale, website, app, in one single place that we call the real time customer profile with the business objective to either understand who the customers are that could be reporting.

The second use case would be to do machine learning and to identify business nuggets that you’ve lost along the way or you haven’t identified along the way. And the third one is we need to start engaging with them. And that’d be activation that we’re gonna be talking about today. So purpose built for marketers, that’s absolutely key in everything that we deliver at Adobe and you’re gonna see it within the interface. Collection capabilities, whether it’s streaming or batch, and then trusted environment in that we tag everything to make sure that we’re respectful of the law and your policies, but real time activation and that’s gonna be key and that’s gonna come next through a series of demo snippets that I’m gonna show you. So in order to dig a little bit deeper into how we actually architect our Adobe real time CVP capabilities, these are the three main capabilities that we started talking about it during the previous sessions. Data collection is gonna be key. Everything has to be collected, whether again, it’s known or unknown data from a CRM system, whether it’s batch, whether it’s streaming and we’ve talked about it in length in previous sessions. But this is really the starting point of understanding consumers is really the data collection. At the center, you will have that real time customer profile that I’m gonna be showing you during the demo. But today we’re really going to focus on the activation piece, meaning I have enough data, I have created my segments and I’m ready. I’m ready to engage with my consumers across different channels, whether it’s through paid media, whether it’s on onsite personalization or in app or other systems in place that Adobe doesn’t own, such as a call center or a home assistant device, IoT devices, anything that we don’t touch, but we will give you the opportunity to connect the dots between our platform and the other systems in place that you’re using within your organization. This brings me to the wide catalog of destinations that we provide with Adobe Exchange Platform, a real time CDP. As you can see here in the screen, this is a screenshot of the demo that I’m gonna be showing you in a few minutes. But you can see here, it says destination, and you will have a catalog of different connections. And this is really up to you and what you wanna do and how you wanna activate this data. And we will probably qualify the opportunity and qualify what you’re trying to do in three main buckets. Are you trying to acquire consumers? Are you trying to convert them because they are on your general property? Or are you trying to retain them? And maybe it is a combination of these three different strategies, but you have to make sure that you understand exactly what the end goal is for you, whether it’s acquisition, retention, or conversion, and make sure then to follow up in using the right destination to achieve that purpose. Combining sources and destinations, because this is something that we’ve talked when we talk about batch data and streaming data, we talked about dozens of sources that we have, but then we can combine them with those destinations that we have in Adobe Exchange Platform, a real time CDP. So this brings me to the demo that we’re gonna do today. And we made sure that we focus the majority of our time today in those demos, so you can actually see the technology in action and probably spark some interest on the kind of use cases that you can do with the real time CDP capabilities that we have. So the first one that we’re gonna do is all about acquisition or advertising destinations. And to do that, I’m gonna be using Facebook, but it could be Google products, Google ads, Google customer match, it could be a lot of different advertising products and tools but again, for now, we’re just gonna highlight the use of Facebook and how we can activate your audiences within Adobe.time CDP all the way to Facebook. And then we’re gonna say, well, what about email marketing? So last week with Kevin Colbourn, we saw how we can activate your data directly to Adobe campaign as it is our cross-channel email solution that we have here at Adobe. But if you don’t have Adobe campaign, then you might want to connect the dots and activate this data to your own ESP. And for this reason, I’m gonna be using responses. The third one is what about API based activation? Maybe you have a solution in place like a call center or a Google Home solution that you wanna connect with because you have an app running on Alexa or you have an app running on Google Home, how can you actually connect those apps with the heart of Adobe Sales Platform to activate the latest and greatest of what we know from the customer? And I will be showing you both examples here in the demo. So we’re very excited for snippets of demos that we’re gonna do today. So what I suggest we do is flip over to the demo and start this journey.

All right, so for those of you who just joined us for this Thursday demos, this is the homepage of Adobe Sales Platform and real time CDB. In this homepage, you will have an easy access on the left hand side of the major capabilities of the platform, accessing profiles, segments, policies in place, and most importantly here, sources and destinations. So let’s start here. If I click on destination and actually click on the system view, then this screen right here shows you the status or the health of your data collection strategy but also the activation strategy. On the left hand side, this is actually running live in the background as we’re using a fictitious company that we call Luma. It’s a retail company. Google doesn’t exist but it helps to tell business stories to you. So this Luma business has different applications connected to it to collect data. Those applications can be ours, namely Adobe Analytics, but it can be other solutions in place such as an Azure Event Hub or an Amazon Kinesis or a CRM system in place such as Salesforce or Dynamics. So you get the idea, but here it is really your call to go to the source catalog and try to connect and start connecting the dots and bring data into Adobe X-Space platform. That will help us create what you see here in the center is the real time customer profile. As of now, let’s say that I have 41,000 consumer or profiles in Adobe X-Space platform, but that would be the number that you will have in your own environment where you can have millions and billions of profiles within Adobe X-Space platform. On today’s demo, we’re gonna be focusing on the right hand side of the screen on I have enough data, I have created the real time customer profile, I have segments in place, but I really wanna make sure that I can activate this data. And as of now, you can see the connections that we already have with Google advertising products, with Google customer match, Salesforce, Oracle responses, you name it, and all the other connections that we have running as we speak right now. So what we’re gonna be focusing on is how we can actually add those destinations and give you pragmatic solutions and visual cues on how we can actually create your own.

So let’s start with the segments. I don’t know if you remember, but that was two sessions ago, we started talking about how you can actually segment your population, your customers. And this is an example of a list of segments that we’re running against the Luma business. And segments can be show me my diamond customers, or people interesting in athletic gear, or people interesting in gift givers, or loyalty customers, but it is really up to you to segment your customers and come up with these segments. But as soon as you are ready to activate these segments, then you have a couple of ways of doing it, either directly from a segment or by going into the destinations. So let’s say that you have, and let me introduce the brand for those of you who don’t actually know the brand, the Luma brand. So this is the website of the Luma brand that I was telling you about. So it’s a website that provides gear, and men and women’s and equipment gear, and people can shop for different products. So let’s say that the use case of today is to say, I want to re-engage with people who went on my digital properties, whether it’s the mobile app, whether it’s on the website, and make sure that I can re-target these people based on whether they look for women’s clothing options or men’s apparel. So what I can do is activate that on Facebook. So what I can do here is go to the destination, look for advertising or social, and look for the Facebook destination, just here. So what I can do is click on destinations, and that will open this canvas where I can create a new activation path or select an existing one. Just for the sake of the demo, I’m gonna be selecting an existing path. A path is a way to connect the dots between Adobe XP’s real-time CDP and Facebook. And it’s a really easy process in that all you have to do is click on edit activation and actually select the segments that you would like to activate all the way to Facebook. So as, remember, we said that we would like to activate people who are, for example, interested in, let’s say, women’s tops, sorry, men’s tops, let’s say, there you go, men’s tops category interest, great. That’s the kind of segment that I wanna activate. You can activate one or several segments. Let’s just keep it simple with one. You click on next, and then the destination, depending on which destination you’re gonna activate, then in this case, we’re gonna say, well, how are you going to match those consumers in Adobe’s platform to Facebook? And here, the classic example, the matching, would be using the email address. So the source attribute will be to select the email address of these consumers and to link them to the email address of the target identity, which is in Facebook. So we already know that since we’re using Facebook, then we’re gonna automatically create that mapping for you. But if you wish to map it with, let’s say, a hash email, then it is really easy, and you just have to add a new mapping. Once you’re done, then you click on next, and this is a very interesting one. So this is really to be compliant with Facebook. Since Facebook is asking us, where did you get the data from? And here, you can say, well, I got this data directly from my consumers because I asked for it directly from the website, right? Or because they sign up to have an account on Facebook. So we’re just informing Facebook that this email address that we’re gonna be sending over is actually something that the consumers have given us permission to use. And this is something from a compliance perspective that is really interesting to and necessary to follow. You can start this process and end it at any time. And here, we’re gonna have an open-ended time. We click on next, and that’s it. You are good to go. As soon as I click on finish, then this is where real-time CDP capabilities will actually start dipping those audiences directly into Facebook. So in case of this activation, this Facebook activation, it is not a batch activation. It is a real-time activation. So as soon as you have a profile eligible to the men’s tops category interest segment, then we will automatically send that email to Facebook. So you can remarket to them on the spot and in real time. So now that I’ve sent that audience over, well, let me show you how it looks like on Facebook. So this is Facebook, and this is the business account of Facebook for the Luma business. And you can see here, I can track my behavior on not only the website, but also on my pages, the Luma pages, and I can track page views and product views. But most importantly, on Facebook, you have an area that says audiences. And this is a place within Facebook where you can create your own audiences. However, if I refresh this page, we’re gonna be adding any audience coming from Adobe, coming from the real-time CDP. And here you have it. That audience that I just activated from the real-time CDP, then now I can see it in Facebook, and therefore I can use it right away on my campaigns. So I do have a campaign here running. So if I click on the Luma men’s category awareness campaign that I have, that I can edit it, and there’s a place within Facebook where you can say, I’m gonna focus this ad on only people who are in the men’s top’s category. Then you can see here, I can select that audience that was given to me directly from Adobe experience real-time CDP. But the story continues in that you have an ad, an ad account here within Facebook, and then you can say, well, those are the visuals that they’re gonna appear within a second. So these are the visuals that I will be running my ad on, but against the data that is coming from Adobe Xpense platform. So that was the first use case that I wanted to show you is how based on a segment in Adobe Xpense platform, how you can activate this segment over to Facebook. Now, the second example that I wanna show you is what if not only you wanna retarget them on Facebook, but you also want to send them an email, a remarketing email. So that would be the second use case that I wanna show you in that if I click on the email marketing destination catalog that Kevin showed you last week, all about Adobe campaign, but in this case, we’re gonna be using let’s say Oracle responses. Same thing, you click on destination and you’re gonna select your audience that you want to activate on. And let’s say same process, but we’re gonna edit the activation. We’re gonna look for any of my audiences top, but we can also click on three of them, that’s fine. And I click on next. And this is interesting. This is a different use case and a different UI experience in that you are about to send that data to an ESP.

And in that process, you can say, well, what kind of data would you like in the ESP? Obviously we would want the email because the email is gonna be used to actually send those emails out. So we would think that email is actually a critical field, kind of mandatory in this case, right? But then you can say, well, because I’m gonna personalize the email, I need the first name, the last name and the city that they live in. Or maybe just delete the city and select any field within Adobe Streams platform. So this goes back to an earlier session that we explained how we actually structure the data in Adobe Streams platform. And depending on that structure that we call XVM, then you will have the opportunity, sorry, you will have the opportunity to select any field that you wish to send over to the ESP solution. All right, so let’s keep it simple. We’re just gonna send the email, the first name and last name, we click on next and we are pretty much ready to go. So if I finish, then this process is not gonna be real time. This process is a batch process. As of now, you can run it every day at the same hour or depending on your use case, you can go as fast as every four hours. And that’s a conversation that we need to have when we enable this email destination is, what is the use case and how fast would you like to have this data over and we can do it as fast as four hours. If you wanna do real time, then this is actually another session that Tyler hit on, which is the micro moments that we’re gonna be talking about in two sessions from today. But as of now, you can do it in four hours, six hours, all the way to once a day. As soon as you have that in place, then what we’re gonna do is we’re gonna actually send the data into an online storage. And in this case, I’m sending the data over to an S3 bucket from Amazon. So here we are in my Amazon console and if I look at the S3 bucket that I have running for my business, for the Luma business, then you can see the structure of your folders, the S3 folders, buckets. And then depending on where you want to send the data, then every day or every four hours, then you will have an extraction, like a file being extracted and sent, we call it a profile export, sent over to the ESP and stored within the S3 bucket. So if we open one of them, then obviously you’re gonna see the fields that we have selected, then it launched automatically Excel, there you go, first name, last name and email. Remember, those were the three fields that we wanted to send over. But if you have more, then you will have more rows and columns. But then it’s gonna be up to you within the ESP solution to look for that file, import it and do your job and start the personalization, the sending and the authoring of that email in your ESP. Well, luckily with Adobe Campaign, it’s more streamlined in that everything is there for you to just process automatically within Adobe Campaign. But we do understand if you have other solutions in place. And by this activation, we’re giving you the opportunity to have that file stored and process that file as much as you would like to. So that was the second use case that I wanted to show you. A real time activation that is actually Facebook, but it’s actually other applications, other destinations in place. For example, where is it? Yeah, all the Google actually destinations are running in real time. Meaning that as soon as we have a hit and as soon as we have a profile eligible for any of your activated audiences, then we’re gonna send that to Google Ad Manager or to Google Display and Video 360 and so forth. Some other destinations are batch. And that was the second example that I showed you with Oracle. So I just wanted to show you both cases, whether it’s batch or streaming. Now, the third example that I wanna show you is, what about other systems in place? Let’s say you have a call center or you have a Google Home Assistant, and you really want to make sure that you can, at any given point, activate whatever data you have in a dual-based platform using real time CDP. So actually, I have a really fun example to show you. So here we are on the website, and I’m actually logged as Sarah Rose, who is the persona, the consumer persona that we use for our demo. So before I do that, let me show you how much we know from her in Adobe Exchange Platform. So we are on the Profiles tab, and we opened Sarah Rose data within Adobe Exchange Platform. So we have her first name, last name, email, her gender, all this data she accepted to engage with us with the Luna brand, and therefore, she accepted to share that information with the brand. She lives in Boston. These are all the identities that we have from her, whether it’s an ECAD on the website, whether it’s an email, or whether it’s a loyalty member, right? These are all her channel preferences, all the events that we’re tracking along the way as she browses the web or the mobile app, and then the segment membership. At this moment in time, you can see that she has more than 100 points. She is linked to the Boston store of Luma. She’s a female, and she’s a diamond. Therefore, her experience on the website, we’re gonna welcome her with a banner saying, well, welcome back, and thank you so much for being a diamond member. And actually, before I logged in, these tiles were completely different. But because we recognize her, then we can personalize these tiles. Since she lives in Boston, then we can flip this experience and show her something that is relevant to where she lives. And because she was browsing the opposite gender, then maybe it is actually a good idea to promote men’s apparel as well. So this is the status of where she’s at right now. And let’s say that she just looked at this product. So now what I’m gonna show you is how through a Google Home Assistant, we can not only create an app for consumers to engage with Luma, but to actually understand the latest events that we’ve collected along the way. So allow me to share my phone, and you’re gonna see this experience in a second. I need to key in a code to be able to show you my phone.

There you go. So we create, so a Google Home Assistant is the big box that you have at home. But for the sake of the demo, this app does the exact same thing. So I’m gonna launch the app, start talking with the app, the Luma app. And at some point, I’m gonna ask a question via Sarah Rose to understand what was the last product that we looked at. And obviously, if all goes well, we’re gonna see this product that is called the Nadia Element Shell. All right, so let’s do it.

Talk to Luma Store. Getting the test version of Luma Store.

Hi, Luma enthusiast. What can I do for you today? What was the last product I looked at? You were looking at Nadia Element Shell for $69.

Awesome, yeah, so that was relevant to exactly what I was looking before, after. And then we can say, we’ll save it for later. Congratulations, Nadia Element Shell for $69 has been added to your wishlist. Thank you. Okay, well, you’re welcome. So that was an example of how not only we can connect the dots between an external system in place, in this case, a Google Home Assistant. And what’s happening here behind the scenes is we’re using the APIs as a way to activate any data against the existing data. We’re using any data against this profile to understand what they’re doing, what the next best move for them to consider, or maybe in this case, what she was looking at before. And she took the opportunity to say, you know what? I love this product and save it in my wishlist. Save it within my wishlist is actually something that we collect back into platform so that if I go back to platform, and this is her details, if I refresh this view and see the latest event that we collected on her behalf, then you’re gonna see the fact that she has put this product as a save for later. And as you can see it, the latest event was at 1.39 Eastern time, that’s my time in Boston. And see here, it says save for later. And it was for the Nadia Element. So what we’re saying is that use this as an opportunity to bridge the gap between any of your external systems using our APIs to engage with Adobe Xtreme platform and to respond back. But at the same time, if the consumer is telling you something of interest, then you can collect that data back and nurture and add more into their real time customer profile. So that was the first example that I wanted to show you. Now the second example is for example, a call center. Let’s say that Sarah Rose is gonna call in through the call center of Luma and she’s gonna start engaging with the brand depending on what she’s looking for. So we’re gonna call the call center and the call center is gonna ask to identify who’s calling. So obviously we can use the phone number to identify the caller, but in this case, we’re gonna be asking for her loyalty number. So this is the loyalty number for Sarah Rose that I’m gonna be using to identify her along the way. So again, I’m gonna share my screen, my phone, and we’re gonna be calling the call center of Luma and we’re gonna see what happens.

Hello and welcome to Luma. For a faster service, please provide us with your loyalty number. Okay, so the loyalty number would be…

One, eight, four, five, one.

How can we help you today? Press one or say account information. Press two or say loyalty program. Okay, let’s say that she’s interested in account information.

She presses one.

You have reached the account information section. Would you like to go back to the main menu? No, we’re just gonna end the call, that’s fine. So that was an interaction that Sarah Rose called in the call center because she had questions on account information. So obviously this is a call center example that we created not with any of the Adobe applications, but this is something that we created with another application. And if you’re curious, we use Twilio. You can go to twilio.com. It’s a fantastic product and you can actually create those automated voice messaging and call center system. What we did is that we created this interaction tree decision where we say hello to the person. We asked them to identify themselves with the loyalty number here. And then we asked them what’s next. And we had two different branches. The account information is one and second was loyalty information. And we said two. However, as soon as they press one or two, then we sent an event in Adobe space platform using the loyalty number as the key to identify the consumer saying, well, that number called in to request account information or to request information about the loyalty program. So in this case, she clicked on one account information. And if we go to events and we actually refresh the page, then you’re gonna see that we log that event in Adobe space platform. So the last event was again, 1.42 local time. And see here, we logged a call center incoming call and she pressed on one and that was translated into an account information. So that’s great. So this is something that you can use right away using the API in your own systems, not only to collect data, but to personalize even further the customer experience and I’m gonna show you that in a second. Because we collected the fact that she called in to the call center, then she became immediately eligible for a segment, a segment that she was not part of before she called in. This is a new segment that she was not part of before she called. But because she called, then we automatically pushed her into a Luma call inquiries about account information. We did that using streaming segmentation. That was again, something that we presented two sessions ago. So if you missed that session, please go ahead and watch the recording. That was a really good one to focus on and to actually understand how we can do that. But as soon as we send her into a segment, then everything is possible. We can actually use this segment to retarget her. Again, on Facebook, to an email, to say thank you for your call, or to do other tactics. So, so far I’ve used other systems in place that are not Adobe’s to not only take advantage of the richness of the real time customer profile in the Adobe Exchange platform, but to activate that. Whether it’s through free streaming with Facebook, whether it’s through batch, through email solutions, or using our APIs as you saw it with Google Assistant, but also here with another system in place, the call center. Now, Kevin last week showed how you can activate using our own applications like targeting campaign. This is the last segment that I’m gonna be talking about and show you that in the demo and how we can bridge that together. Not only we’ve been using an external system, on the call center to collect their reaction on the call center and to push them into a segment. But now if Sarah Rose goes back to the website and she actually refreshes the page, we’re gonna change this tile. So let’s wait for it and see if it works.

She’s gonna refresh the page and see here, we refresh the page with an account management tile. So this is a very interesting use case that we collected data from an external system, a call center system using our own APIs and streaming segmentation started. So we put Sarah Rose into that segment and that segment is available to you for activation, whether it’s using non-Adobe solutions or with Adobe applications here. And on this website, we’re using target to constantly listen to this streaming segment. And in case we see that someone called recently, then we’re gonna automatically change this tile. And in this case, promotes the fact that maybe that’s an easier way for her to access her account instead of calling the call center of the Luma business. All right, so let’s pivot back to slides here. I just wanna recap what we saw. Again, advertising destinations and we saw Facebook, but also the other destinations in place are streaming. And then we looked at a non-streaming at batch kind of destination using responses, but we have so many others in place. And then we looked at a really wide open one that we bucketed into an API based activation. And this is where you have the potential of connecting the dots with any of your applications, non-Adobe applications into the heart of Adobe space platform, not only to collect data, but to also activate data and make sure that you can engage with your consumers in real time.