I am extremely excited to introduce our next session. I had the pleasure and privilege of being in Las Vegas a couple of weeks ago at Shop Talk and got to meet in person Peter Boyd and Daniel Dwyer from the CPG guys at FMC Guys who are the hosts of some of the most influential consumer podcasts on both sides of the pond. And they spend time moderating conversations with senior leaders about top consumer product And I could not be more pleased that they are joining us today to do exactly that. So in their session, we're going to talk about how traditional advertising, shopper marketing, and digital first strategies are converging. How brands must determine how they can balance short-term sales objectives, which of course they have, but with that all-important long-term brand building and customer loyalty that we've been discussing all day today. Takeaways: strategies. How can you use first-party data to transform insights into personalized performance-driven engagement? Get yourself out of that personalization gap we talked about at the beginning of the day. Omni-channel growth strategies that are going to drive long-term value and real customer loyalty. And frankly, how do you stay competitive in an extremely crowded marketplace that every single brand has touched on who's been here today? So there's a lot to cover. I think there are going to be a lot of exciting insights. And as at this point, it's my great pleasure to hand things over to Peter and Dan. Hello, Sarah. Good to see you again. Same different location, clearly, to Las Vegas, but same positive energy. So that's good. Good to see again. So I think, are you here, Peter, as well? I am here, Daniel. Good to see you, Peter. How are things in Connecticut? I'm actually up in Toronto today, so I'm all over North America, but it's good to be with you as always, Daniel, it's a treat to spend time in Las Vegas or even virtually as we are today. Fantastic, and very excited to be speaking today with an extremely good panel of two people that we know very well, but we're going to be talking about the next era of consumer engagement, so uniting shopper marketing, retail media, and first party data. What is this about, Peter? It's really around as retail media grows and influence Daniel, traditional advertising, shopper marketing, and digital first strategies are really converging, right? Brands have to determine how they can balance short-term sales objectives with long-term brand building and customer loyalty initiatives. So the question becomes how are they able to differentiate when media and store placements are not necessarily owned, right? And how do they acquire and activate first party data effectively, right. What's the role of e-commerce, customer engagement and loyalty alongside retailers in store and online. That's why we're here today. And we are very fortunate to have two tremendous guests with us, Christina Marinucci, who's the Vice President of Global Growth and Omnichannel Commercial Insights at Mondelez International, and Melda Hamarat, the Global Head of Digital Commerce Strategy at Unilever. Christina, Melda, welcome. Hi, hello. So nice to be here. Hello everyone. Hello guys, good to have you here. So just to start, let's go right into it. Well, kind of into it actually. So could you each briefly describe your role, your organization, and how you can share an overarching goal that your team is focusing on this year in terms of driving consumer brand loyalty. Goodness, this is a long question. Christina, do you wanna start? Sure, Daniel. So, as Peter mentioned, I'm currently at Mondelez and I'm their VP of Global Growth and Omni Commercial Insights. And in that role, I lead both consumer and shopper insights supporting our global brands, category strategy teams, and our sales COE pillars focused on Omni customer partner of choice and revenue growth management analytics. And really, that's all to say, we're integrating growth from upper funnel to lower funnel, media to shelf as we like to talk about and drive that growth across our portfolio of iconic brands, hopefully you know a few, Oreo, Cadbury, Toblerone, et cetera. And the second part of your question, I think, was around the goal to drive consumer loyalty and my number one goal there is really a part of my core to my role, which is that seamless omnichannel experience to ensure that we have a consistent and frictionless brand experience, regardless whether they're shopping online, offline, through social media, et cetera, but really optimizing that entire journey for convenience and ease. Excellent. Hi Melda, tell us a bit about yourself and what you do at Unilever. I'm Malda, and I'm working in Unilever now since 11 years. In my current job, I'm actually leading the digital commerce strategy globally, so I work across 35 markets. And my main mission is to create a holistic digital commerce strategy across different channels, so omni-channel, rapid grocery delivery, pure players, be it portfolio, be it retail media, be different promotional dynamics. What's the best equation to win in this channel? So that's what me and my team is trying to crack. And to your first question on the consumer brand loyalty, I think on top of what Christina mentioned, what is also in our radar is to really create some enhanced consumer experiences, more personalized consumer experiences. That would be more relevant to what they're looking out for so that we keep on building that loyalty, feeding that brand relevance throughout each and every single touch point that they face and experience. Thank you, Mel, that was terrific. So my question to open things up on my end is if we assume that traditional shopper marketing and digital first strategies are really converging, what are significant challenges that are really top of mind for you and your consumer brand roles? Let me go back to Christina to kick this off. You know, for years, these were treated as separate silos. Your traditional shop and marketing was focused on those in-store activations, while digital-first strategies really emphasize the online engagement. So now, consumers are expecting that consistent, seamless experience, regardless of how they interact. And I think the challenge there, especially for organizations such as Mondelez, are about breaking down those silos, really. And integrating not just the teams, but the data and the processes that are gonna help us create that unified view of the shopper journey. And once you do that, another challenge then becomes how do we accurately measure the impact of each of those different touch points, both online and offline, to optimize that full marketing spend and not just optimize it within a silo. And, you know, Melda mentioned personalization and scale, and that's a top priority fix as well. But how do we do that with relevant and really personalized experiences across all channels while maintaining that brand consistency to ensure that, you think confusing and we represent it through a consistent visual identity across all touch points as well. Brilliant, Christina. Let me move over to Melda. Melda, what challenge is the top of mind to you in the role that you've made? I think on top of what Christina has said, I think there are also some soft skills that we can still improve in our organization, like first of all, upskilling both teams, so both the traditional teams, but also the digital first teams, about each other's books because they're quite... Different, but at least every team needs to have a bare minimum understanding of what each other is doing, what each others' targets are, and they should definitely not have separate targets, but actually common goals that they work all together. I think this is something that throughout the changing spectrum of this business, this space, big FMCGs like us, we need to also adapt in order to survive and to be also at the forefront of this space. So I think that's one And I think this also brings Another point which is equally important, which is organizational structure, actually, like the orders of working and organizational structure. They feed into each other. And actually that's at the essence of how people can understand each other much clearly so that we can bring a bit more holistic digital media commerce kind of mindset, you know. It was a great point that Melda brought up around having those common goals. And I think that is probably easily overlooked in organizations that we may have similar goals, but are we measured? What gets measured gets done, right? So having those goals, aligning on how we're going to measure that and what success looks like between those different areas that are gonna play a role within an organization, as well as the rewards, right, like how are we rewarding people that are achieving these together? So I think it's just a point that I wanted to reinforce that's so critical to doing this well. Absolutely, I think that measurement will be key, whether it's their own retailer's metrics or if CPG, if MCG is doing it in-house, I think it will be a big, big topic. And going back to the data, so we'll be getting by examining how consumer brands acquire first party data to Yeah, like to transform like insights into personalized performance-driven engagement because we're limited autonomy over media and store placements and restricted visibility. How can brands effectively leverage data to drive personalization and performance? So I wanted to ask you, Christine, actually, how do your brands and Mondays approach first party data collection given this limited autonomy over media and store placements. I think we can all agree that first-party data is the holy grail for personalized engagement, and it's really the key to move beyond that broad-based marketing and deliver those truly engaging experiences that are going to drive better performance as well. However, brands, including Mondelez, we face a challenge in collecting first- party data, right? BTC is not our primary channel, so we have to approach it in a special way. Obviously have some DTC channels, smaller part of our business, but our websites and email, we'll continue to use that to collect the data directly from our customers. But more so, we're looking for strategic partnerships to collaborate with our retailers and gain access to their loyalty card data is incentivizing data collection, right? We'll offer incentives to our consumers to share data, you know, discounts or personalized content so that we can bring that into to our data platforms as well. We can build our own loyalty programs to incentivize customers. We did this last in my role at J&J to share that purchase history, their preferences, go beyond the basic demographics to really understand their household profile. And underlying all this is just being really clear about what that value is of sharing the data back with us and assuring the customers that privacy will be protected as we do that. But Christina, following up on that, from my perspective, the promise of personalization usually runs up against a major challenge around scale, right? We have all the techniques to build personalization. The question is, can we activate it at scale to be a meaningful successor to the more traditional upper mass advertising mechanisms of linear television. And print media, right? So I wanna hear from you what challenges you've experienced at Mondelez around scale and how you have overcome those in order to deliver against this promise that personalization will drive efficiency for your investment. It's a great question and going back to not having and operating around DTC sites as a big part of our business, then we need to think about other ways to get the data, right? And that's first party, second party, even third party sources. And so the data is going to come from multiple sources and it's going to often be disconnected data across different departments that are sourcing it, different platforms you're bringing in through, different hierarchies, cadence of reporting, all of that, right, that make it really messy. So it's going to be difficult to create that unified view of the customer and overcoming that is going to take investment in a customer data platform to really centralize it and unify across the sources. And, you know, we've talked about some privacy concerns that consumers are more and more hesitant to share that information. So again, overcoming this is by being more transparent, how you collect and use data and to really give them more control over their own privacy settings and how often they want to be contacted and about what types of things, you know, implementing personalization and scale is also going to require sophisticated technology. And expertise that we often may not have internally. So, you know, partnering with a technology vendor that's specialized and personalization and has platforms already created that's gonna drive those efficiencies and automation, et cetera, is, you now, a better way forward for most organizations. And then I think the ways of working, Mel, that touched on that a little bit before too, A true cross-functional approach. This is a team sport, right, personalization. So it's gonna involve marketing, sales, customer service, IT, et cetera, and really building and fostering a culture of collaboration internally and having that shared vision for personalization across the organization, even aligning the structures that can better facilitate that. So yeah, I think it's the data unification first and foremost, because that's what everything will be built off of, and then the organizational alignment and the right technology and expertise that sits on top. Christina, you said something early that I thought was very interesting around consumer expectations changing on data access and how that data is being used from a privacy perspective. It really comes down to, to some degree, how you treat the trust that those consumers put in you. To some degree they already assume you have access to that. And you'd better not disabuse them of that trust because that can be damaging to the brand. Would you would you agree with that? Oh, 100%, yes. And I also think you need to create value in how you use that data. And if they don't see that value in terms of sharing their data and continuing to receive information and content from you, then they're going to disengage or opt out, and that's a lost acquisition that's going to be hurtful to the brand. 100% Peter, you need to nurture that relationship. You know, you need to keep it top of mind. You can't go dark for a long time and then come back in. It's, you know, the way you manage relationships in your personal life, too. I think it's very similar, right? You want to treat it with the same respect and care. Don't take me there, Christina, don't take me to personal relationship. So Melda, building on that, what's your first party data strategy for 2025? And what type of metrics will determine if you're being successful engaging with consumers? Yeah, I think to Kristina's point, like us as Unilever also, where most of our brands, at least which I'm working in the ice cream category, we don't necessarily have a D2C business. So, first party data has a kind of a different role within our holistic data strategy. So, it's really important to actually look at the total full funnel kind of data strategy, first party, second party, and third party. What kind of role they have for engagement plan, let's say. I think the first step is to understand what kind of data do you want to collect? What kind of data that do you need actually for building a strong communication plan as well as an innovation plan, I must say. So that's, I think, the number one thing. And also, Kristina mentioned, we have so many different data sets everywhere. Same within also in Unilever and I believe in most of the CPGs, how can we actually make all those data first party, first party be it second party be third party talk to each other in a centralized data hub, be it sales data, be its media data, the consumer insights that have been provided by a third-party market research agency. So how can you really connect these data signals and create tangible, actionable insights in order to drive volume, drive growth to our business. I think that's kind of the ultimate data strategy, the holistic data strategy that one should follow. And of course, there are different metrics. Of course, it depends on what your goal is, but as would any CPG would also track. Yeah, some sales metrics beyond that, media metrics, impressions views, but also click-throughs, the full funnel data, you know, add to basket, those who opt out of the basket and yeah, conversion rate at the end of the day is what we all want to aim for. So I think these will be some of the kind of key metrics to focus on. But of course, depending on your objective of your campaign, there's much more things to elaborate further. So many data points, hey Peter, like where to start, where do you, where to start to actually move the needle and drive brand growth? Not easy. No, it isn't. But I think, Mel, they're really hit on it that you have to understand what are the outcomes you seek and where in the funnel are you trying to engage consumers and where the customer journey are you're trying to engagement. That will dictate the KPIs and the metrics that they use. When you're launching a new product, your objective is fundamentally different than where you're dealing with a very mature category, very mature product, and you've got long-term buyers. How you engage and how you measure success is fundamentally different. But I want to get back to something Christina brought up, and let's dig a little deeper into this, which is this concept around value exchange between the brand and the consumer they're talking to, right? We think, as she alluded to, the exchange is very vital for capturing data which will enrich the consumer experience. The more they tell you as a brand about who they are and what they like, the better you can tailor a customer experience that will delight them, right? That's gonna deepen the relationship over time between the brands and its customers. So Melda, my question to you is, specifically around e-commerce data, how are you leveraging it to inform broader marketing decisions and better engage with your consumers? I think it actually impacts anywhere from innovation to communication because we really need to understand what people are actually searching online, be it an e-com channel, be it on the web in general, so these data signals really identify and guide our marketeers on where to innovate, where to focus on, but also on the communication side. The data points such as when do they actually purchase from me? When do they think about me? When do the engage with my brand? Why do they engage with my brand? I think these are all the data signals that we either get from our retailers or from the third party researchers that we do in order to sharpen and build a much more crisper communication strategy on the brand side. So yeah, I honestly see it from end to end from innovation to communication. With a full funnel approach. And Christina, can you share some tips on how to effectively encourage consumers to share more personal information while aiming to give them a personalized experience? I don't know if that's an oxymoron or it can actually be done. Yeah, no, I think it can be done. And we did this successfully when I was at J&J on our Healthy Essentials brand, which was kind of the loyalty program that sat behind all the consumer brands. But effectively, it's about what do you need to know first to start the relationship with those consumers and then building on that over time. So we did progressive profiling. So we don't ask everything upfront, right? Like, no consumer - think about yourself - wants to go through a lengthy like intake, survey and answer, give you all the information about them and their household. So you want to start with that basic information and then gradually gather more data and information over time, especially as you build that trust and the relationship deepens. And I think as you do the progressive profiling and build, ask those additional questions. You wanna make it contextually relevant too. So, ask for information maybe at a point in time when it's going to be linked to that user's activity. So, you wanna ask about children, maybe we can do that when they're engaging with content around back to school or it's back to the school time. Do you have children in your household that will be going back to School? Something that's going be relevant to that. And then again, being really transparent about how you're gonna use that data and giving them some control over how you are going to interact with them. And I think you wanna be really clear on the benefits of sharing that information, right? And when they share that information time is of the essence that you need to demonstrate that value pretty immediately after. So don't ask for it, tell them you're going to provide value, and then wait months to do that. They need to see those benefits through a customized offer, a reward, even a welcome note, talking about the benefits that they're going get to really bring them into the fold and keep them. And I think something we may overlook is just making it fun, right? Like it doesn't. All have to be business and transactional based, but how do we engage them through gamification, rewards, offer fun content that may not even be about our brands, right? Points, bragging rights, discounts for completing that profile information. So, you wanna build this relationship and you want that relationship to be based on trust. And and then use it in their best interest to create value for them. Christina, my conclusion from what you're telling us, that it's all very personal, right? The way that you build the relationships with your consumers does reflect in some way how we build relationships in real life. So a couple takeaways from me from what you said, Christina, around what many people refer to as zero party consensual data collection. Don't over ask. Make sure it's contextual. Try to make it fun. In doing so, let them know the value exchange that them sharing this information is going to deliver to them. I think that's all of those very important points to be successful at collecting this data. When you have this data, I guess my next question to Christina, and I'll throw this to you, is how do you improve the brand experience for consumers and plan out with this data that you, first of all, what data you're gonna collect and then how you're going to use it to improve. How do you think about improving and planning out for the improvement of the customer experience? Yeah, and I think that goes back to what you touched on, Peter, the value exchange, right? And consumers, they've caught on, they're very savvy, and they expect something valuable in return for giving you that data. So personalization, I think, is the ultimate goal there, and that obviously hinges on building that trust and delivering genuine benefits to them. But, you know, through personalization... We want to move beyond just basic demographic data and really understand those individual preferences, their behaviors, their needs, and taking it one step forward, not just their needs like today, but proactively predicting their future needs and problem solving solutions based on those signals like purchase cycles, seasonal preferences, potentially evolving tastes and trends that are happening that may relate back to them. And I think, you know, then creating like that omni-channel integration so they're not receiving, they're not being overwhelmed, first of all, with too many messages or confusing messages, but you're really creating a consistent experience that's going to build on the different touch points that they're choosing to interact with you on, and really make it a smoother process. And again, one that's adding value. Being served the same message five times across five different mediums, but they're each going to, again, be more contextually relevant and in situ related. So yeah, I think those are going to be really important, but it's really about that reciprocity, right, reciprocity and, you know, making sure to always focus on that. So that people can leave with a takeaway of this part of the conversation. We're not done yet. What is your number one tip for creating an effective value exchange between brand and consumer? Just a one-liner of what you would do, Christina. Yeah, I think it's reciprocity reciprocity. You need to what you offer needs to outweigh the value that you're asking them to provide. So we keep that in mind. I think that is a positive value exchange, and we want to make it compelling in return, right? Love it. What about you, Melda? Yeah, I think in order to also bring that clear reciprocity, we need to actually understand the consumer very well, like, who is the consumer, you know, and also just beyond the demographics, as Christina said, like really what's their life, what is like to know the consumer more than they know themself, you through also like predictive analysis and really about having that strong insight. So that we can create that mutual value exchange in a very tangible way for them to actually opt into our offer. I think that would be my short and crisp tip. Love it. Thank you. So let's go to the next theme, which is omnichannel marketing and engagement channels and brand loyalty, an amazing theme as we have like more and more engagement channels, email, web, mobile, which each offers unique omnichannel opportunities to better connect with consumers. And obviously, optimizing these channels is key to fostering stronger personalized brand consumer relationships. So, what channel strategies, Melda, do you employ to maintain brand equity while driving performance marketing objectives? I think the first and foremost is to have a consistent brand image and branding everywhere across all touch points in every, like, omnichannel way. We have some distinctive brand assets in Magnum, for example, like the cracking of the chocolate or the, you know, our Ben and Jerry's cookie chunks, and these are some of the really important drivers. For us to make sure that it's consistent across every touch point to maintain that brand equity while you're performing your performance and marketing campaigns because we also know that there is this ropo effect that everyone talks about which is you know research online purchase offline or vice versa actually and in order to still drive the performance marketing objectives I think a seamless consumer journey is imperative. So whenever consumers are seeing you on social with the right messaging, with your relevant branded messaging, they need to be able to have access with a one click away journey to be able to purchase you or to get to know what you're, what you are telling them about be it a awareness campaign, be it a conversion campaign. So I think these are the two things that I would highlight as how you can balance out equity, but still, you know, drive your performance marketing objectives. Always a challenge as performance and equity is very long-term and performance does have that short-term element. And Christina, over to you. Wanted to ask you about two big topics which are really important right now, which is brand loyalty and then retail media. So what role does brand loyalty play in retail media strategy specifically on that channel Yeah. Um, so I think, you know, when we talk about just omnichannel marketing in general, like it's essential for creating that consistent personalized experience that's going to ultimately drive brand loyalty and loyalty is very critical. When we talk about our retail media strategy, you know, those loyal customers are going to be more receptive to our messages that are being delivered by our retail media campaigns if obviously you're already invested in our brand. And that's going to make them more likely to engage, right, going forward. And loyal customers have a higher lifetime value. So, you know, they're making repeat purchases and more likely to, to recommend your brand to others, be advocates for your brand. They're essentially your brand ambassadors, right? Um, and loyalty is going to be. Around your existing customer base. So it's really important to then tailor your retail media strategy for those loyal customers, right? Which is going to be different than the strategies you would employ to tailor, you know, to target like a last user or competitive user. So I think retail media plays a critical role to, again, nurture that relationship, right, with the right content, which could be about, Less about bringing you in but more about giving you an incentive to stock up or messaging around expanding to new occasions. Again, really being hyper focused against who they are and their needs and their behaviors because they are a loyal customer. You should know them then and showcase that you are meeting those needs and they are also rewarding them for continuing to be loyal to your brand. Which is gonna be a different strategy if you're trying to acquire a new customer that might need a deeper discount, right? That might need more incentive to hold them in, more maybe education around why they should buy you over, the competitor, et cetera. So I think they're inherently linked or they need to be, and there's a lot that you can do with your retail media to really engage, continue to engage and again, harness that relationship with your loyal buyers. So I want to move on to this concept of staying competitive in retailer driven ecosystems, given that both of your brands are primarily, and for the most part, engaged through retail ecosystems. It's hard to deny that retail media is now a full-funnel critical channel, right? And to sustain growth, brands must invest in building their own brand equity because there are limitations that come with operating through a retail ecosystem, the retail media ecosystem, right? And as you alluded to earlier, Christina, it's important to determine what components of first-party data you really want to invest in, where you can actually create distinctive experiences beyond those retail ecosystems. So I guess my first question, and I'll throw it to you, Christina is, while retail media is a critical channel, how can a brand strike a balance between leveraging the platforms that are made available to them and strengthening your own brand equity? That's a really crucial question in our retail landscape today. So I think it's about finding that strategic balance, right? Like retail media is a powerful tool for driving sales and visibility. We all know this, but brands do need to invest in building that strong foundation that's going to extend beyond the retailer's site for sure. I think having those direct consumer relationships that we've been talking about, marketing, social media, especially are gonna help foster that brand affinity. And, you know, we can really speak to them more in one-on-one conversation individually through those direct relationships, which is going to build that relationship that we'd been talking about. I also think collecting and leveraging your own customer data where possible will allow for more of that, right? The targeted market, the personal experience and allow you to really deepen that knowledge. And then as you mentioned, Peter, getting to distinct brand experiences, like how do you create the very unique, memorable experience that's going to happen outside of the retail environment that really differentiates your brand and builds on that connection? And that could be, you know, early access to product launches, like really engaging content in the metaverse, community building initiatives locally, et cetera. But I think something else to stay competitive is also partnering with our retailers on site to take the equity of our brands to... Build awareness for the category, et cetera, and embrace the elephant in the room and co-promote with them. Look for ways to partner in maybe adjacent categories where they're strong in private label brand and we bring the brand equity and then can tell that story offline to really drive traffic into the store and create joint value together. Yeah, I think that that's... A great way to try to engage them and partner on something like that, that we're starting to see more come to life. Melna, just to build on that, any strategies that you have at Unilever used to build that direct relationship with the consumer and in some way bridging the retailer, but just, let's say, building that direct relationship with the customer. I think there are several kind of platforms which we can reach to consumers right beyond retailer platforms. And I think the main of course channel to reach nowadays for everyone is through social. So social be through our own channels or our brand pages, but also especially through creators. So influencers, they're very strong kind of brand ambassadors for us to reach our consumers in the right way with the right messages. And it's really imperative that we, you know, enable them to keep their authentic, genuine way when we're actually reaching out to these consumers in the relevant platforms like social. But beyond that, of course, we can directly reach out to consumers through our CRM strategy, but also through our brand dot coms, so our own webpages, maybe slightly less kind of volume that is sitting out there. But I think the main focus that we have beyond retailer pages would be, I would say, social and through our influencer and creator strategy. Another big topic in the industry, that live shopping moment. If you guys follow Gary Vaynerchuk, Gary Vee, I'm sure you found them shouting at you about live events and so on on your screens. Always a fun one to watch. We're going to switch to the last topic that we have today, which is the role of AI in CPG or as we say in Europe, FMCG marketing. Because obviously, it's having an impact and shaping how brands understand and interact with their consumers, really changing on one side consumer profiling, like on the back end, but also engagement strategies on the front end. So this is a very difficult question, but do you have any advice on how to prioritize applications of AI? Melda, we'll start with you. So I think how I because AI is such a big world and it's also a big word that everyone uses for everything nowadays. So I thing what I would do if I would give an advice would be to prioritize two things. One is to really use AI in terms of bringing efficiency and productivity within your day to day job. And for us, a big chunk of it sits in asset creation. Especially on our digital commerce channels, every year we're actually updating and generating a lot of new content and AI tools are great tools to actually create content but also test them if they're the right fit for the channel. So I think that would be the first thing and the second one would be to actually create actionable insights based on all the data sets that we have collected to be able to give to provide the right offering, more personalized offering in our strategy. I think that would be the second answer to analyze data and to create content. I would advise companies to use AI. And that's something that's already happening today, I understand. Yes, yes, absolutely. Uh-huh. Right over to you, Christina. What are your, what are your what's your advice in terms of using AI already today? Yeah, I think the key is to start with something small, manageable, like a pilot project that's going to address a specific business challenge and demonstrate some clear value. And yeah, we hear about it can feel overwhelming. And I think just trying not to boil the ocean and ways that you can start to engage that are going to deliver some quick wins and then build that momentum and business case for a broader adoption. Um, so leveraging AI is probably easiest for things that are going to be repeatable tasks, right? And, um, then combining it with, with humans, human intelligence, uh, I've seen a lot of stats around, you know, the, the amount of time the average person, um fans making ineffective is like 20% of their time is time spent making ineffective decisions. And you know if you think about how many days that is and the loss of working time and labor costs per year, it's pretty significant. You know, think about where you can automate those repetitive tasks, um, where that can free up time for you to focus more on that meaningful, like in-depth analysis rather than getting bogged down in, in manual process. So think of it as like cheap scale, scalable, um, labor, or I like to talk about AI as minions, right? Like, so find a project that initially maybe lower stakes, you, you don't need as much supervision over it and it's highly repeatable. You know, some of the things Melda already mentioned, like insights generation, right? Consolidation of information, certainly in like the innovation space, consolidating trends, starting to predict future trends, you know getting through concept iteration quickly, et cetera. And then. Look for, as you progress and move beyond that, look for AI applications that are going to deliver really tangible ROI to the organization, such as like demand forecasting and inventory optimization. That's going to help reduce stock outs, you know, minimize waste. That's gonna have a direct impact on your profitability. And then, you know personalizing those marketing mess. Anything that's- you know, there's a lot to manage and scale. So personalization and messaging, especially we're seeing this in digital shelf optimization. You know, we're monitoring tens of thousands of products across numerous e-commerce platforms. So AI to really identify those areas of improvement and optimization in real time to stay competitive and, you know drive the competitive advantage. That's going to be a key way to show the value of AI quickly within an organization. Fantastic. Well, I feel, Peter, are you here? I feel like we could be going on and enjoying this chat for what, four more hours or so? Unfortunately, we have to wrap it up here. Yeah, this has been an incredible conversation. How to collect data, how to apply data, how to deliver value, what's the value exchange between consumers. It's a tremendous conversation, Daniel. I've been very excited. We're incredibly grateful to both Christina and Melda for joining us in this conversation.