Makes sense, makes sense. So all of that sounds perfect as I said feels a big void I think and a lot of companies that have that disconnect between website journey traffic and contact center demand I think will obviously as they are find in value in it. Where does the conversation intelligence bit come in then? Because all of what we've been discussing kind of so far is really around tying together a web journey and prior customer behavior to a conversation with a human. What part of it where does the conversation intelligence come in?

Yeah so that's kind of the when I talked earlier about there kind of two focal technology areas for us as a company. One is sort of mapping these digital to contact center escalations then it's actually about understanding what happens in that contact center conversation at scale and so you know I think a lot of people in the conversation intelligence world you understand the use cases around like for example things around agent coaching and understanding how it can use technology to help agents understand how they're doing at scale across thousands and thousands of agents and we do work in that area. I'll focus on an area that many in the audience can I think won't be as familiar with which is from a marketer's point of view you really want to understand what happened in that conversation with an agent to identify in an automated way what's the right next step? How should I go engage with this person? So if you think about again I'll use the mortgage example if I come online I'm doing a bunch of research then I go and I have a conversation with an agent. If I go ahead and fill out start an application to get a quote for a mortgage online great like then the marketer needs to know it again an automated way in a way that feeds data back into Adobe Facebook Instagram Google all these other platforms like at an individual user level this person is engaging with us I don't need to go spend more money in my digital marketing and digital advertising to sort of drive an initial conversation. Conversely if I do not buy but I in my digital body language and my conversational body language express intent and interest we'll have algorithms running these conversations to look for did you convert did you not convert if you didn't convert you appeared to the end market for the product what type of product are you interested in so we're looking at how do we take this unstructured information extract it put it in a highly structured format feed it back into the customer engagement stack which is you know Adobe sales force Google Facebook in a scalable way where then people can run automations off of it. So for example one of the things that I mentioned if you think about all of us like we live with these devices all the time I'm an iPhone person if I call my telco provider and I have a conversation in late September or early October with an agent around the new iPhones just came out my family's kind of interested in upgrading what kind of deal do you have for me if we can take that conversational insight and we could append it to your data profile and a customer data platform or a CRM platform or website personalization platform the next time I come and visit the website if you show me a promotion for an Android device you have failed because I have told you we are an iPhone family we are an Apple family and if you're using the right conversational insight you would pick up on that you would append that in a structured data sort of way to my customer profile and then your website personalization engine that's looking at what's the next best offer would not be trying to pitch an Android device to somebody who said I am a four-person iPhone family and so a lot of the work that we do in the AI world is how do we take those conversational intents those conversational interactions extract meaning out of that get it in a highly structured format so that it looks if you think about like website data website data has a very rigid structure to it and a lot of technology built around processing that data and driving personalization off of it we're sort of trying to take that conversational interaction and use AI and ML to get it into that same highly structured format that all the digital marketing players are used to using and processing based off of and then we pass that up front to the Google Facebook adobe sales for a CDP stack and you go do all your personalization off of it so that's kind of that other area where like we're using digital body language to influence how the agent handles the conversation and then we use the conversational body language to go tailor the

next best experience in the digital world.