So for the last 20 years I've worked in the digital messaging space largely within email. Companies would collect a lot of email data through various different sources. So you might have a sign up on your website (0.15) you might capture that email address in store and that enables you to communicate with your customers on a one to many basis via email, so build a HTML newsletter upload that in to your system then send it (0.30) all of the recipients in your customer database. However, the industry has evolved somewhat in that it’s now talked about as not one to many but one to one messaging so this is dynamic content with an email that’s sent to a recipient (0.45) and the content of that email is reflective of their data and their circumstance. So to give you and example an email to me would say “Dear Dan” and to my wife might say “Dear Charlotte”. And then you can take that to the next level (1.00) based on the content an email to my wife selling wine might display white wine because they know she’s previously bought white wine whereas an email to myself would display red wine knowing that I only ever drink red wine therefore optimizing the process of what they can sell to me as an individual via email.