(upbeat music) Let me start by telling you just a little bit about myself. Since, since we're going to be spending quite a bit of time together today,. I started off life as an engineer.And and even when I was in college, I found myself pulled in a couple of directions. One was psychology., I minored in psychology, and the other was advertising. I can't really explain why, but when I was supposed to be studying differential equations in organic chemistry, instead, I would be sneaking over theto the library to read Advertising Age. But when I graduated, I started off on a fairly normal engineering career, went through a project management and product management with more of a marketing emphasis. And then finally, at the relatively young age of about 30 , my corporate career really seenseemed to be taking off. I was put in charge of strategic planning for a Fortune 1000 company, and I chose that moment to bail out of the corporate world completely and become an entrepreneur.And I co-founded a direct marketing business aimed at the earliest owners of home computers. And this was an appealing kind of marketing for me because at the time, it was the most quantitative kind of marketing available. We could do square-inch analysis, we could do A/B testing in a minimal way. And these tools really don't compare to our digital tools today. But we actually had a pretty good idea of what was working and what wasn't. And over the timetime, that business morphed into other businesses that had a much more digital emphasis along the way,. I co-founded a business called College Confidential that became a very busy site geared to college boundcollege-bound students and parents that we sold to the Daily Mail group some years back. And that'sthat too was a great test-bed for digital marketing and showing really how to drive traffic. Now, while