Warren Jenson
Analyst · Stephens. Your line is open.
Just to rip-off that real quickly, if I might. For those of you on the call, if you haven’t read Forster’s report, it was released two weeks ago on the identity resolution. I really think it’s must reading, because it talks about the concept of match rates probabilistic versus deterministic, and the factor for building great identity resolution. It mentions us but it mentions other companies in the space as well. And it’s really good background education. The second thing I would say is while there are some nuanced views about whether deterministic or probabilistic are better, I mean there are those would say probabilistic is just fine. And I would tell you that we generally disagree with that. And we think deterministic is far superior for a couple of reasons; number one is it generate a much better customer experience. And so the example I sometimes give, because I still look from a client who operates a theme park, if he would talk about bringing their daughter to the theme park and through the RFID reader, someone could say, hey Lauren, which is my daughter’s name, your favorite princesses is just down the street, and it's sleeping beauty and don’t you want to go talk to her. And for my daughter, that would make an incredible impact. And I would pay you almost any amount of money to give her that customer experience. However, if they greeted her at the theme park and said, hello Sally, your favorite princess, Jasmine, is down the street. It would destroy her experience. And so, you can imagine if you get it wrong, it can have a lasting brand impact on consumers. In addition, I can say with fair certainty based on the conversations I have about in the regulatory space that regardless of who wins the election tomorrow, heightened regulations are in our future for data. And if you can get HIPAA or COPPA wrong, because of bad match rates, the damages start 2,500 bucks and up in a instance. And so that adds up really, really quickly and it is super-important that if you want to stay within the law, you better know exactly how you’re matching, which I think plays to all those strength we built over the last 40 years.