Excited to have you here. Always great to have one of our sponsors on the podcast, First and foremost. Thank you for helping us bring a great marketing conversations to the community. We appreciate you and your support of the show. And I'm really excited to hear a little bit about not only what you're working on, but your views and what's happening in marketing that we all need to learn about. You're the builder of the boat when it comes to one of the best marketing measurement models in the world. Let's just start off for anybody who hasn't heard it. I know that your company is based in Australia and just getting into the United States now. But tell me a little bit about Mutinix.

If you look at how companies

have done measurement over the past 10 to 15 years, we've had a combination of two tactics, market mix modeling, which is slow and relatively top line, top level. On the other side, we've had multi-touch attribution or attribution models, which have been very granular, but probably mathematically bogus. And I think we built these next from the perspective of we actually wanted to build a world class foundational model that understood the fundamentals and principles of marketing, and then could explain those powers principles were operating quantitatively within a particular business. So that's what we've built. It's very much built around that perspective of analyzing the four piece of marketing, replacing traditional MMM solutions, which, you know, I think we all know and everybody knows a lot of MMM solutions that legacy market research companies are pretty slow, pretty horrific and pretty inaccurate. And this replaces it with something fast, that's well-validated, that's well-tested, and it's getting an insight, basically, close to real time. And I think for most businesses, that just unlocks good decision-making at scale quickly.