In reply to David Knight.

Agree 100% David. The power of customer centric data and understanding of the journey, customers are on, are part of an overall Digital transformation from being product centric to becoming intuitively customer centric. It is a not a natural shift for lots of companies and we are all learning. Digital native consumer companies are showing us the way on how to do this. We are catching up and I know there is a growing movement to realize the business benefits you mentioned.