Transcript for "It's Personal: How Identity Resolution Powers Smarter AI Marketing": Yes. Hello. Thanks everyone for joining us today for our webinar. It's personal. How identity resolution powers smarter AI marketing. I'm Cassidy, a lead email strategy manager here at Attentive, and I'm joined cohost today, Daly. Hi, everyone. I'm Julie Soriano, and I'm a senior email strategy manager here at Attentive. It's great to be here with you, Cassidy. We're really excited to spend the next hour with all of you. Let's go through a few things to remember throughout today's webinar. You can use the chat on the right hand side of your screen to get the conversation going. Feel free to introduce yourself and let us know where you're joining from. You'll also see a poll tab. Please jump into those polls whenever a question pops up. And if you have questions, just drop them in the q and a tab anytime. We've also added helpful links related to today's topics in the docs section. If for some reason we don't get to to your question during the session, we'll follow-up afterwards. And finally, this event is being reported. You'll get the on demand link within twenty four hours. We'll also share a short survey at the end, so keep an eye out for that. We will love to hear how it did. We've also got some great guests joining us later in the session. So we'll introduce them when they get here, but their perspectives are honestly some of the highlights of today. And here's how today's session will flow. So we'll start with what's changed by recognizing your customers is getting harder, then we'll walk through what this unlocks once you solve that. And we'll close with a real example and a few takeaways that you can use right away. Let's just start with something that probably feels familiar. A shopper browses your site, adds something to cart and leaves, then your systems kick in. An email goes out, still thinking about this, an SMS. Don't forget about your cart. A push, complete your purchase, and none of it converts. Not because your AI is bad, but because the channel is making decisions without assured view of that customer. So nothing is truly personalized. That's the gap we're talking about today. And this is the tension most teams don't really talk about. So marketers are moving fast, and AI is a big part of how they're keeping up with the rising expectations. But there's a catch. AI is only as smart as the data it has. So if you can't reliably recognize who's on your site across devices, across sessions, then your AI is basically making decisions in the dark. And for most brands, that's not a small gap. It's the majority of their traffic. Somewhere between 9097% of site visitors are completely anonymous, which really means most of your audience is effectively visible to your marketing. So even if you're using AI tools, they're often working with an incomplete picture of who that customer actually is. Which brings us to the core idea of today. You cannot personalize what you cannot recognize. That's what today is about, making AI driven personalization actually work by recognizing your shoppers. To talk us through why identity resolution is getting harder, I want to hand it over to Daniel Eisenhut. Hi, Daniel Eisenhut. Hi, guys. Thank you for introducing me very quickly. So in my role, obviously, you see it on the screen. I run all the services side of the business at Attentive. So my day to day is seeing truly our customers coming to us with the challenge of understanding how to actually set up their their accounts properly. Part of that account setup is always the topic around identity, meaning how to bring data streams together from these prior data sources. And today, I'm gonna start a little bit more on the history of what identity actually why identity start become a challenge over time, and then step by step, demystify the word identity for you. So let's look at the history first full timeline wise. 2018 is kinda like where it started with Apple's intelligent tracking prevention, expiring cookies in days versus years. So all the clients had cookies start to expire. Persistent cookies was not an option to start to consider tracking site behavior against the user was the very first change that came in. GDPR came next, put real constraints on overall what data is allowed to be collected, connecting to explicit consent tracking when people provide you consent, which consent against which data point. 2021, Apple raised the bar again with mail privacy protection opens and IP addresses stop being, very reliable in identifying who the consumer is that does an email open, for example? JavaScript tag blocking and browser was the next elevation 2022, that started to prevent tracking behavior on-site of people. 2023, the next step from Apple now, link tracking protection, meaning stripping off UTM parameters, any tracking parameters from URLs. Therefore, also click behavior and email was the next challenge to track. And, obviously, a looming threat since Google announced this several years ago and still a threat ongoing is the removal of third party cookies overall from browsers, therefore, the completely anonymizing browse behavior for everyone. So as we see every year through the progression of of trying to identify who the consumer is that's actually consuming content on your site, it becomes harder and harder and harder to rely actually on third party cookies or overall on cookies to persistently track the behavior of a user and assign this back to a customer. Now looking overall to the next part of once we have this paradigm of how complex it could be in itself, identity at its core is actually a simple topic. It's the ability to recognize truly a subscriber on your site, when they visit your site, de anonymizing the person, understanding who the person is, and then, obviously, not just understanding who the person is from an identifier perspective, but also tying it back to the rich history you might have in that consumer from buying behavior behaviors, browse patterns, online behavior, retail behavior. So truly bringing all of the rich rich data to identify who the consumer is and how to talk to that consumer. Most brands still struggle with this specific topic very often more than they actually are aware of. So we therefore run the survey. Actually, it was last month, and everyone trying to figure out kinda, like, what the results are. We saw that about 16% said they are very confident in their ability to recognize the same customer specifically across devices and sessions. 31% said they were not really confident at all that they actually know who the person is on their site. That's maybe a third of the marketers working with a pretty significant blind spot when they try to obviously personalize messaging for a consumer. If you can recognize the customer, obviously, then afterwards from there on, a lot of a lot of errors can happen. So there's if you your baseline, your foundation, and identity is not rerouted, everything from triggering journeys, truly defining of zero channel, you're routing someone, these are all errors that will start and then contradict or be challenging because you might have multiple records that actually represent a single customer. So coordination in separate layers is what your system might not might not be actually identifying. So without identity as a core, journeys overall might not fire overall or inconsistent in personalization. What does that mean overall? So how can you actually solve the identity problem? It comes down to capturing, obviously, on-site behavior, tying it back to known identifiers, and building from their own a single view of the customer as the consumer provides you more and more PII against their behaviors. If you look at how we are solving it here at Attentive, our identity layer is built on signals that actually persist. Phone number, for example, being an interesting identifier compared to email. Phone number is changing much, much lesser. It's very persistent across users, people, or consumers barely have more than one phone number in their lives. Therefore, using email not very common because people might share multiple email addresses. Phone number is much more consistent in being a unique identifier. So we just don't rely on browser cookies that disappear after a few days. We actually start to use these persistent IDs or identifiers like the phone number, again, a consumer to start to build their profile. Phone number is also very common in loyalty systems to be captured, so also helps time retail behavior to online behavior, online profiles. So just another reason why a phone number could be an interesting identifier to use overall for identity resolution. So now, obviously, you can recognize same person across sessions, across devices. That's kinda like the start of bringing people into your journeys. As we move on from this specific overview on on how how we can manage this, most brands don't even realize how big this recognition challenge actually is. Therefore, they're not measuring identification rates overall. So the most effective way to measure is recognize subscribers divided by total page views is a metric that we we should consistently bring to the forefront. You all are also consumer should be aware of in your ESPs, in your in your marketing products to have that KPI always, at the forefront. So if we look at questions worth asking yourself, aren't just about the tools, they're about how you're approaching the problem. Are you measuring how much of a traffic can you actually recognize? Are you focused on recognizing known customers consistently across sessions and devices? Just very common challenge. And overall, are you prioritizing reaching more of those customers before adding more complexity to your journeys? So that's just like very few little areas of of consideration as you build these journeys out. If we actually move on to the next topic, the real business impact of poor identity resolution. Obviously, you spend a lot of time to define personalization attributes within your journeys, within your email specifically, within your SMS journeys. That's something that matters, but you're optimizing further down the funnel than actually optimizing at the top of the funnel. So you can build very sophisticated complex journeys, but if you only have a thousand subscribers entering this journey, obviously, if you have solid click rates, open rates afterwards, and conversion rates, you can only have a thousand people going through these journeys. If you actually bring strong identity, just pushing maybe 2,500 people to the journey, overly it will outperform any other journey overly very easily from a numbers perspective. Even if your open rates or click rates or conversions are the same, just pushing more people through the funnel at the very top, obviously, will drive more conversions at the end without even changing the percentage of the conversion rates, the click rates, the open rates. So that's how identity determines who your marketing actually reaches. A more sophisticated marketing will necessarily help if your identity layer cannot feed it. So what happens if you actually start to fix that issue? At the, very beginning, when identity is truly strong, you recognize more of your traffic across devices, across sessions. Journeys that weren't firing start to trigger automatically because now you know who's in there. High intent moments do not get missed. Suppression, another very important aspect, who not to send because they responded already maybe on a different channel or in a different automation. So truly suppressions actually work saving you money because you're not executing a certain channel. You're not sending redundant messaging or you're confusing if the the the recipient with different messages. And, overall, you get smarter coordination across channels. Again, each channel is working from a complete customer data source versus having individual views of that consumer through the lens of email or SMS or mobile push marketing. And why does this hold just all all over, over time? We think that, identity is built on signals that truly last within our products, so that's where we believe very, very hard, and this is the right foundation to start your implementations on your point of view when you evaluate vendors. That includes what is the most durable identifier that your customer have. As I gave you the example of a phone number, this could be obviously the beginning of start to think about differently how you structure data, how you see your consumer database, and obviously build the more robust customer profiles that you can actually use persistently across multiple channels. Where we also did a survey, you might be aware that we run market pulse service every now and then. Our most recent market pulse survey backs up this data very clearly. 79% of brands that are actively investing in identity resolution report improved messaging performance year over year. Compare that to 59% of brands where identity is the priority. With Authentic specifically, brands are identifying 35% more on-site browsers, which means, therefore, more volumes in your journeys, more channels are coordinated, and more for marketing actually reaches the people it was built for. Very important statement in itself. So once you can actually truly see who your consumer is, the question becomes what do you do with that? That's where also AI agents come into play to start to scale this solution. AI AI agents are what turn the recognition into action, deciding of the who to message, what to offer, what to say, when to send it, on which channel, truly helping you with these decisions that are your day to day challenges as a marketer. They can only make those decisions well when the data underneath of them is complete. So the most sophisticated AI agents can only support better outcomes if the underlying foundation, the identity layer, is actually built in a strong manner. When the identity layer is strong, you're working from a complete picture. Each customer and every decision that will reflect that in the outcome. When it's not, obviously, you're filling in the gaps with guesswork. And guess what? Your customer will definitely feel a disruption in their experience. Now so far, the intention was obviously to give you some insights on what identity means for us. Cassidy and Daly, maybe you make now the options of what's actually possible with a strong identity foundation as a next step. Awesome. Thank you so much, Daniel. So now that you understand the recognition challenge, let's talk about what becomes possible when you solve it. Think of it this way. Identity is the foundation. It tells your AI who it's actually talking to, and the AI agents are what bring that to life. Now remember that shopper from the beginning, the one who got three messages that didn't convert? Now imagine we actually recognize who they are. Once you can do that, the AI agent can act on it. So choosing the right message at the right moment for each person, and then from there, it's continuously learning from the behavior and improving. Because everything is tied to the same customer profile, it's working from a much more complete picture. Here's what's interesting. So 91% of brands say that they coordinate across channels, but only 5% have reached what we'd call true personalized coordination, where channel and timing adapt to each customer. That gap exists for a reason. Most brands are in a coexisting state, not because they haven't invested in their channels, but because those channels aren't working from the same unified view of the customer. Without that shared foundation, they can't truly coordinate, so each channel is making decision on its own. It's not a channel problem. It's an identity problem. So you end up with a card abandonment SMS and a card abandonment email landing within the same hour because neither system knew what the other one sent. Compounding looks very different when your channels are working from the same customer profile. So purchase can suppress or inform follow-up messages across channels because everything is grounded in that same view. Every interaction feeds back into the same profile so the next message reflects a more complete picture. So instead of each message starting from scratch or your marketing actually gets smarter over time, that's what identity makes possible. Alright. Let's move into our poll. You can access the poll up in the top right hand corner right where the chat is. I can see some results rolling in. Seems to be tight so far with they run-in parallel but don't really talk to each other, or it's a mix, some coordination, and some silos. It seems like we might have a tie. Amazing. Alright. When identity and AI work together, they touch every stage of the customer life cycle. As Daniel mentioned earlier, identity is about recognizing customers and building a complete profile. That's where Attentive, our identity layer, comes in. It captures and connects customer signals in a way that actually persists using durable identifiers like a phone number rather than relying on signals that disappear. At acquisition, you are able to recognize more visitors from that very first session and bring them into your journeys. Even on Safari, even with file cookies. At activation, every AI agent is working from the same unified customer profile, not silent signals, and at retention, each message builds on the last. This is what it looks like when your channels are actually working together across the full life cycle. Performance compounds instead of resetting with every cent. And the results really do speak for themselves. Brands using strong identity with coordinated channels are seeing a 100% more triggered email revenue and a 70% increase in journey to your, send volume. And 90% of brands with personalized coordination report improved program performance. These aren't marginal gains. They are transformational. And the brands getting there aren't necessarily doing more. They are doing it smarter. Okay. So let's bring this to life with a real example because I think Tushbaby's story really shows what this looks like in practice. So they brought their SMS and email programs together Attentive, which gave them a much clearer view of the customer journey. And this allowed them to build a life cycle program where both channels are actually working together, and the results are pretty incredible. A 287 x overall journey return on investment, a 900 x return on investment on their welcome SMS journey alone, and an average email unique open rate of 48%. We're actually gonna hear directly from the Tush baby in a minute, and I think you're really going to enjoy what they have to share. Alright. So let's get into the fireside chat and bring in Felicia. Felicia. Everyone. I'm Felicia, and I've been a customer success manager here at Attentive for two years now. Really excited to be here with you today. We've spent the first part of today talking about identity resolution at a strategic level. Now we really get to see what it actually looks like in practice. I'm really excited for this next part because we have two people in the room who've actually lived Evelyn from Tushbaby and Carlene from Wpromote who works across brands navigating these exact same challenges. Welcome to both of you. How about we kick things off with introductions? Why don't you start, Evelyn? So I'm Evelyn. I'm the director of marketing for Tushbaby. I've been here for about five or six years now. The company's about eight years old. We've been working with Attentive on SMS the whole time and recently switched over to email. So we're super excited to chat with you all today. Great. And I'm Carlene Galaviz. I'm a senior director of email and life cycle marketing at Wpromote. I am, supporting Tushbaby in their email and SMS program on Attentive as well as servicing other clients within Attentive. Perfect. Welcome to both of you. So let's start at the beginning. Evelyn Eichler, I wanna take us back to before SMS and email were both on the same platform. Before bringing SMS and email together, what did that actually look like week to week? Were you managing separate lists, reporting strategies? Yeah. So before combining email and SMS, we were managing email on Klaviyo and SMS on Attentive Mobile. So it was pretty disjointed. You know, we had different attributions. We had different reporting. So we found that we were spending a lot of time in the weeds trying to create kind of a complete picture between our two channels. So we were managing separate lists between the two platforms. And while we had a strategy that positioned our textures as our VIPs in most of our initiatives, we weren't really able to tie the experiences together to create something that was really personalized for subscribers on both channels. So we couldn't really easily analyze our customers or truly optimize for this gap, which became and proved really challenging when we wanted to get more granular to really create something that was personalized for subscribers on both channels and really be able to learn more about the customer journey and the customer identity. So one thing that we were really excited about when we switched everything over to Attentive Mobile was being able to combine the channels and add in preference collection and be able to really dive in and develop a smoother customer experience, a smoother customer journey based not only on behavior across email and SMS, but also being able to meet them where they're at in their parenting journey a lot more seamlessly. Wonderful. Thank you. Carlene Galaviz, I imagine this is a story you've heard before and maybe many times over. From your perspective working with so many brands, how common is that fragmented setup where channels are operating separately, and what does it actually cost brands in practice? Felicia Chaidez, this is extremely common. We see it across brands that we audit as well as new brands that come to Wpromote, and it is truly running, two programs separately. What does that mean? Different platforms, different teams, owners, KPIs, different customer views. So instead of everything, you know, in one life cycle strategy, you end up with these two parallel tracks that honestly just don't talk to each other, and there's nothing worse than a communication breakdown. So what that really breaks down to is identity. So brands don't actually know how many customers that they can recognize across channels. Email might know someone. SMS might know someone. They might not, vice versa. And your engagement signals are not shared. So this is really costing companies, in a lot of tangible ways. One is over messaging or under messaging. You're really pounding through to try to get to that user within a specific channel. You're missing triggers. Your browse, your cart journeys, they're not firing consistently and cohesively. And segmentation. Your suppression logic is poor. You don't know who you're suppressing and if you could be leveraging them within that channel or another. And, ultimately, it's a disc a disjointed customer experience. We have to think about the customer as one person, and how do you support them within each of those channels? So from a business standpoint, honestly, you're just leaving revenue on the table. You're paying for more to acquire those companies. You really wanna work smarter, not harder, for all of your paid, media efforts, and you're not maximizing that lifetime value. So the biggest thing that I would say is before unification, identity isn't treated as strategy. It's just the byproduct. So that's a huge missed opportunity when you're working in these silos. Absolutely. So you've got this fragmented starting point, separate channels, limited visibility. Carlene, I'm sure you've seen this play out across many brands. From your perspective, how do improved identity and more coordinated channels change your journey recommendations for brands, and what opportunities do you actually see unlocked? Yeah. So once identity improves, everything else downstream gets better better, faster, scales more efficiently. So the first thing that we usually see across brands is more journeys firing and firing correctly. So because now you can actually recognize the same person across different touch points. Their behavioral triggers can connect to a real profile. And so instead of those fragmented signals, you'll really start to get the complete picture that unlocks scale. So the second shift is to actually reach is you're not just sending more. You're sending to the right people more consistently at the right time. So where does AI really matter in all of this? It is when we look at something like the 31% lift for the audience AI for Tushbaby, what actually is happening isn't magic. It's better inputs, so we have cleaner identity, unified data. We have smarter prioritization, so who to message when and where, and then we're really reducing the guesswork. So instead of all these static segments, especially in a, a client like Tushbaby where it's all about parenting, your child grows, there's different milestones, If you're basing it off of, your static segments, you might miss that milestone for the next carrier for that specific, profile and user. So when we're bringing in AI, we're expanding the high intent audiences. So it's really bringing those, users back into the fold when maybe we would have missed it in our normal or basic segmentation. We're suppressing all those low, propensity users and optimizing channel selection. So if someone is, it's, working within SMS and it's working for them in their profile, let's not spend the time to bombard their email inbox. So across our client base, the pattern is consistent. Identity is the foundation, and then AI is that multiplier. So without, identity, AI is limited. With, with it, performance scales quickly across revenue, engagement, and efficiency. Thank you for that insight. And, Evelyn, I'd love to hear from you about what's changed with Tushbaby, especially in regards to AI. Once you have that strong identity layer in place, where did AI actually start to make a difference for you? As Carlene mentioned, you saw 31% lift from audiences AI. What was actually happening behind that number? Yeah. So, you know, obviously, we were seeing some good success with our journeys. We did see that, you know, rising tides float all ships when it comes to our journeys, which is awesome. But where we were really excited and where we found, you know, some really great success too was audiences AI with our campaign. So as we kind of mentioned, Tushbaby is in a really unique position where we have a main hero product or hip carrier. It's super high quality, designed really well, and it's built to last from birth to toddlerhood. So that means it can be pretty tricky to increase the LTV and get subscribers back because we made one product and it's awesome. So, you know, getting people back into look at our other products, whether that be our bags, our accessories, our kids' toys. It was proving to be a little bit difficult with how we were doing our traditional segmentation. So we were able to kind of explore this, and Audiences AI was super helpful in identifying and including customers who, to Carlene point, may be falling out of that typical send segment. So we're able to capture those additional customers and be able to get more advanced when it comes to cross selling, upselling, increasing LTV, increasing AOV. It was really big for us, especially combined with the preference collection to be able to, as Carlene said, bring people back into the fold who might not have been there through traditional segmentation to be able to continue meeting them where they're at in their parenting journey and show them these additional options we have available to continue having Tushbaby be rather than just our hip carrier, more of a one stop shop. Wonderful. And that also brings me to something else I think that a lot of marketers typically wrestle wrestle SMS and email have always kind of been treated as separate tools, separate teams, separate strategies. Evelyn, now that both channels live on the same platform, how has that changed how you think about the customer journey? Do you plan SMS and email together from the start, or did that take time to actually shift? Yeah. It's definitely now a lot more holistic on the execution level. We've always had a relatively coordinated strategy between email and SMS, but now that both channels are on the same platform, it really is a lot more seamless. Usually, you know, we'll give our SMS early access to product launches, big sales like Black Friday or Mother's Day. We'll tune in on some secret sales and secret codes, but, you know, we weren't really able to get into the nitty gritty of if they're part of both channels, if one is more responsive on one channel or the other. So now that we have both channels on the same platform, we're really able to dial in and drill down on those segments and adjust that to, you know, across both journeys and campaigns. So for example, of course, if we see that someone in a journey flow is more responsive to text messages, maybe we gear that journey to have our messages be more on SMS than on email, or maybe it's vice versa. If we're sending these VIP kind of initiatives, but we're seeing that some of our VIPs, our texters, are more responsive on email, That's something where we can bring them into the fold in that location and get them to convert there. So it's really been able to help us kinda figure out what's the right place and what is the right time to be meeting these people and how we can get them to really push over the finish line. So not only that, but I think the really important part about that too is we're able to have this more holistic and bigger picture visually, which means we're able to execute our strategies a lot smarter. And not only that, but after the fact, we're able to really garner the proper wisdom for additional strategy and executions further down the line from what we've learned. Exactly. Carlene Galaviz, you work with brands at all different stages. How does having unified data change the way you build a lifestyle strategy, And where are you seeing AI drive really meaningful impact across the brands that you work with? Yeah. So, the biggest shift that we actually did here at Wpromote is we really stopped thinking in channels, and we started thinking in customer journeys. So when your data is unified, the question goes from, should this be an SMS or email? To what's the next best message for a customer? So that those are two very different strategies. So in practice, when you, you know, guide brands to each channel based on its strength, SMS obviously is more urgent, immediate, high intent moments. And email is all about storytelling, education depth, product discovery, especially for a brand like Tushbaby, understanding the carrier, the safety in the carrier, the support, the, you know, differentiators that Tushbaby is versus their other brands. But the key is obviously the coordination. So SMS can escalate urgency after an email. Email can follow-up with richer content than an SMS, and suppression ensures that we're not double hitting, right, the same user multiple times unnecessarily. So, within our clients, we're seeing that big impact with channels are sequenced and not duplicated. So we're not doing a one for one. We're really using utilizing them together. And then the engagement for one tran channel really informs the next. So, you know, I'm a big AI advocate, but I am only an advocate when it's applied in the right places. So we're seeing a real impact across brands with audience expansion and prioritization, send time and channel optimization, and that just that journey decisioning, who enters, who exit, who escalates. So it's not just about content generation, but it's about decision making. It's what we do all day long in all of our jobs, but we're doing it in these specific, customer journeys. So that's where AI is really driving that measurable outcome, within the brands that we're working on. It's more efficient with spend, which we all love to hear. It has higher conversion rates, and it's really having a better customer experience at the end of the day, which is our goal, for all of our brands, especially Tushbaby. That's so insightful. Thank you. I do wanna make sure we touch on something, Carlene, that's, coming up very quickly. RCS, how are you thinking about RCS fitting into your messaging strategy? Oh, I love RCS, and I love, the rollout that is coming with it. This is so exciting. I love the expansion within, SMS. So, encourage everyone on this webinar to start testing into it if you haven't already. But RCS is really interesting. It actually sits between SMS and the richer, like, app like experiences. So what we're actually seeing across our clients is it's this natural evolution of SMS. It's not a replacement. So I don't want everyone to think that it is. It's actually this, like, next step, this next phase. So it works best for those really high intent, high value moments, so big product drops, replenishment, onboarding, an interactive experience. But the key is to it still needs to be plugged in to the same unified system. So it can't work in its own silo. That's what we're talking about today. So if the identity and orchestration aren't there, honestly, RCS is just gonna become another silo, just another channel that you're spending money into. So the opportunity is to treat RCS as an extension of your life cycle strategy and not as a stand alone channel. Great. Thank you. And we're coming up on time here. So I do wanna end with something practical for everyone watching. You've both been in the weeds on this, the migration, the integration, the testing. If you could go back, what's the one thing you tell a brand that's still running, SMS and email on separate platforms? Evelyn, let's hear from you first. I mean, I would say switch as soon as possible. We are having the best time on Attentive. I will always champion Attentive. I love this company. And, you know, having two different platforms for a long time can make it really difficult to actually evaluate some really important historical data, especially as you're starting. As I mentioned, Tushbaby is only seven or eight years old. And up until basically October, we had email on Klaviyo, SMS on Attentive. So that's a lot of data and a lot of really important information that we could have had in one place that whole time and been able to build off of. And, obviously, I would recommend keeping everything Attentive just from the jump. This is not a paid ad, by the way. Thank you for that. And, Carlene. So I just something that I look back on, and I've been at specifically, Wpromote for over ten years and seen everything that you could possibly think of. But you really wanna think about you don't have two channels. You have one customer. You really have to think in this way. And if those channels aren't working together, you're really creating this friction in the experience. You're missing revenue opportunities, and you're really making your own strategy harder than it needs to be. So, brands that are winning right now, are the ones that are unifying their data. They're coordinating their channels, and they're adding the AI on top of that foundation. So this is really where you're gonna start, you know, seeing the compound returns and not just those incremental gains. And really, to like I said, go back to think about the user experience from end to end once they get onto your site. How do you want them to push through and continue to push through to be a loyal member of your database? Thank you. And last question for both of you. What is one thing that you'd want every marketer in this audience to walk away with today? I'll have you start, Evelyn. And that's a really good one. I mean, we love the ability, I think, as well to be able to test in the way that we can on Attentive Mobile, being able to run whether it's RCS. We actually just launched our first RCS message yesterday, and we're seeing great results. So I think my big thing would be test where you can, see where your channels can come together, and, you know, really use that strategy from the tests and the features that Attentive Mobile has to really kind of drill down and, you know, make a great strategy. I think this year is gonna be a really interesting year for marketing across all brands, and, you know, there's no better time like the present to get everyone on both channels. Exactly. And anything top of mind for you, Carlene? I just wanna mention that identity is actually not a back end problem. Another's tech stack is not going to solve the problem. It is actually a growth lever. So if you don't know who your customers are across your channels, everything else that you do is going to be limited, the segmentation, the personalization, the AI. So once you can figure out that identity and really focus on that, everything else will work smarter, not harder, which is obviously what we're looking for in the end. So, yeah, really thinking about your customer and the identity and data on the back end and making sure that that's unified before you do anything else. I love that. Thank you both so much, Evelyn and Caroline. Really appreciate you sharing your perspectives with us today. I I feel like I've learned a lot myself. So with that, I'll pass it back over to Cassidy and Daly to bring us home. Thank you so much, Felicia, Evelyn, Caroline. That was fantastic. Okay. Let's close with three things to take back to your team and three questions worth asking yourself this week. So here is the throughline of everything we've covered today. Identity is the foundation, channels that compound outperform those that coexist, and this is achievable today. At the beginning, we looked at that shopper getting multiple messages that didn't convert. What we talked about today is what changes when you can actually recognize that customer. That's when your channels actually start working together, and AI agents can make the right decisions because they are finally working together from a complete picture. And here are three questions to take back to your team this week. So first, how are you measuring identification rates? Are you using sessions or page views? Because that can significantly change the picture. Second, are your channels actually informing each other, or are they just running in parallel? And make sure you're honest with yourself about this. And third, are your AI agents working from complete data? If your identity layers have gaps, your agents will have those same gaps. If you can't answer these clearly today, that's exactly where we can help. If you're already a customer, this is a great moment to take a step back, connect with your CSM, and really understand how much of your traffic you're actually recognizing and what that can unlock for you across your channels. And if you're not a customer yet, we'd love to show you what this looks like in practice, how identity, AI, and your channels can work together in one system. We'll drop a link in the chat where you can connect with the team. That's a wrap for today, everyone. Thank you so much for joining us. Please take two minutes to fill out the survey before you go. We read every single response and appreciate it so much. And mark your calendars for April 29 for webinar beyond the message. You can scan the QR code on your screen to register. We'll dive into the latest features, we'd love to see you there. Thanks again, everyone. Thanks, everyone.