in front of the people who are important. Reach across your key target is key, and our page insight product tells you how you're doing on both your earned media and paid media. Resonance is how good am I at changing the awareness of my product and understanding the stories you create around those products. If you're not an online or e-commerce or online-executing company, you need to see how you tie into the conversion tracking kinds of measures, so you're going to have to rely on case studies and also understand whether, for instance, it is leading to more people coming into the store. We have a best practice document that describes how to construct your creative and get the message across. Like traditional marketing, you want a message that's easy for people to take away, the right tone in the message that's consistent with the brand, all those types of things. We measure it using traditional measures like Nielsen Brand Effect, comScore, those kinds of tools to measure attitudinal changes. Are there pros and cons when it comes to sentiment measurement? Stated sentiment tends to happen relatively rarely and in a biased way. For example, a story comes out about a particular politician in the news, and I see a massive change in sentiment. Now, if they happen to be advertising online, I may attribute that change to the ad, but stated sentiment tends to be driven by behaviour other than just ads. In general, we see sentiment