Figure 1: Gartner Top Technology Trends in Government for 2023. One of the best CDPs around. She holds an MBA from Santa Clara, an Applied Math undergraduate degree from UC Berkeley, and an MA in journalism from Mizzou. Our research practices and procedures distill large volumes of data into clear, precise recommendations. Piwik Pro is an amazing suite, with a very broad range of solutions and modules; especially relevant for its privacy-related features. Even in a crowded field, some martech stand out. 2023Gartner, Inc. and/or its affiliates. TrustRadius manages a category page for Customer Data Platforms (CDP). A fusion of tradition, modernity and surroundings. Happy with solutions that they developed. https://bit.ly/3QZWlQo, Happy National Pet Day! From onboarding to our bi-weekly calls, Blueshift has been able to help us with deliverability, our automated customer journeys, and is current helping with push integration. Bloom published a related report, Smart Hubs and Dumb Spokes A New Approach to Multichannel Marketing (Note: Gartner subscription may be required). The Market Guide also acknowledges that "inefficient handling of SRRs and immature privacy user experience (UX) can undo the work of millions of dollars spent developing positive customer sentiment.". With the Acquia Platform, organizations can realize the vision of personalized, contextual, and real-time customer engagement for the right person, at the right time, on the right device. Sometimes thats easier with a little extra help. Treasure Datas CDP brings all your enterprise data together for a single, actionable view of your customer. http://bit.ly/43qGQIs Marketers looking to build a business case for a CDP (for their own management and leadership) can look at this Gartner blog post by contributor Chris Pemberton. (by phone or email).\'); Government CIOs must demonstrate their digital investments arent just tactical in nature as they continue toimprove service deliveryand core mission impacts.. Competitor or alternative data is currently unavailable, "The one who can onboard your customers with Jiveits First Hive !". Gartner identified the top 10 government technology trends for 2023 that can guidepublic sector leadersin accelerating transformation as they prepare forpost-digital governmentand a relentless focus on mission objectives. She has written extensively about enterprise IT, business and environmental topics, and now serves as a senior marketing content manager for Treasure Data. $(\"#whitepaper\").val(\"https://globalitresearch.com/wp-content/uploads/2022/06/2022%20Gartner%C2%AE%20Market%20Guide%20for%20Customer%20Data%20Platforms.pdf\"); Local Gartner predicts over 35% of government legacy applications will be replaced by solutions developed on low-code application platforms and maintained by fusion teams by 2025. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. We connect with customers and synthesize customer's data to get impressive insights. DataGrail is the Privacy Control Center modern brands rely on to build customer trust and outsmart business risk. DataGrail Recognized in 2023 Gartner Market Guide for Subject Rights Request Automation DataGrail, a leading data privacy company, was identified as one of 13 Gartner predicts that by 2025, 75% of government CIOs will be directly responsible for security outside of IT, including operational and mission-critical technology environments. CIOs can use adaptive sourcing strategies to identify areas where as-a-service delivery models augment internal resources and address business priorities. So while its true that theres no Gartner CDP MQ, Gartner has published a number of materials and reports discussing CDPs, as has Forrester Research. The Market Guide for Subject Rights Request Automation is available for complimentary download here. Regardless of size, companies are looking for ways to comprehensively and effortlessly automate the process of fulfilling data subject requests to bring down these costs. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. Top Rated awards are based solely on customer reviews, with no paid placement. "BlueVenn - Excellent People With Wxcellent Products!". "Especially relevant for its privacy-related features". Global uncertainty, as well as concerns over data privacy and potential government overreach, are resulting in greater demand for sovereign clouds. The Market Guide for Subject Rights Request Automation is available for complimentary download here . Marketing general. Jason Daigler, All rights reserved. Learn how DataGrail helps brands eliminate risky business practices and build customer trust . From mid-market companies to the worlds largest enterprises, DataGrails rapidly growing client base consists of organizations that depend on the platform to help effectively manage massive amounts of personal data. "High performing platform, backed by a strong team with a clear market vision". DataGrail Recognized in 2023 Gartner Market Guide for Subject Rights Request Automation DataGrail, a leading data privacy company, was identified as one of 13 vendors recognized as Representative Vendors in the April 2023 Gartner Market Guide for Subject Rights Request Automation. CAMPBELL, Calif., April 17, 2023 WekaIO, the data platform provider for performance-intensive workloads, today announced that it has been recognized as a https://bit.ly/3dCXDjH, "Companies should strive to deliver great personalized experiences, but not at the expense of privacy and transparency." Leaders like Salesforce, New Balance, Instacart, Skillshare and MyFitnessPal choose DataGrail as their solution to build trust with consumers and stay on the right side of an expanding list of data privacy regulations. jsbacContactjsbacContact ET This program will offerNetwork Solution Partner (NSPs) and Value Added Reseller (VARs) channel partners in The Indian Express Pvt. Explore feature basics and advanced custom options. Visit this Peer Insights page on our site to read featured reviews of Treasure Datas CDP. Incredible company! For 2020s magic quadrant, 6 companies made it to the leadership quadrant. Did you miss the Gartner Marketing Symposium? This publication may not be reproduced or distributed in any form without Gartners prior written permission. Guiding Principles on Independence and Objectivity. Governments are increasingly seeking to limit exposure of data and infrastructure by external jurisdictions and foreign government access. The answer is noGartner does not have a CDP Magic Quadrant. Check out some of the BlueCrew's favorite coworkers! https://bit.ly/34y3bpo, Learn how BlueConic customers develop, execute, and adjust their #CustomerDataPlatform use case roadmaps and set their growth-focused teams up for success with our #CDP. CIOs must prepare for widespread AI use by ensuring data is available at points of decision and by establishing effective governance principles. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. Gartner predicts over 75% of governments will operate more than half of workloads using hyperscale cloud service providers by 2025. Digital commerce technology is critical to organizations investing in a digital business strategy. Leading companies use BlueConic to transform the way their business teams understand and interact with customers in the privacy-first era. Also, we're experiencing amazing support from their Customer Success/Service Delivery teams, not just in terms of new features and developments but also for more "mundane" questions and matters Sponsored by AcquiaAcquia provides the leading cloud platform for building, delivering, and optimizing digital experiences. Improving Operational Efficiency with a CDP, THE EVOLUTION OF CUSTOMER JOURNEY MANAGEMENT, FOR MARKETING AND BEYOND, The Promise & Pressure of Biologics Discovery, The Business Leaders Guide to Digital Worker Technology for Improving Productivity, Recommendations to help you select the right CDP vendor. Ebook You and your peers now have their very own space at, Bloomreach Engagement vs Treasure Data CDP, Tealium AudienceStream CDP vs Treasure Data CDP. The implementation teams are personable and professional. A year after putting CDPs into the Marketing Hype Cycle, Gartner published a Market Guide for Customer Data Platforms from analysts Benjamin Bloom and Lizzy Foo Kune (note: a Gartner subscription may be required to access this guide). With 2,000+ pre-built connections for popular apps and infrastructure, DataGrail offers continuous system detection, responsible data discovery, guided privacy assessments, and automated data subject request (DSR) fulfillment to power the world's most trusted businesses. Suscrbete a nuestro boletin de noticias. Evaluate your readiness for a CDP and receive custom results with starting points for improving your first-party data strategy. https://bit.ly/3hFWVnO, Learn how Roularta uses consented, #FirstPartyData to expand target audiences with look-alike modeling. Learn how DataGrail helps brands eliminate risky business practices and build customer trust. Governments can successfully break down legacy, siloed systems and data stores by applying acomposable architecture. For further information, see Guiding Principles on Independence and Objectivity. In turn, this has helped us to build stronger one-to-one relationships with our customers, nurturing them from leads into loyal customers who shop with us time and time again. Mike Lowndes, Data sharing as an ad hoc effort among agencies and departments is no longer sufficient given the demands to drive value from data and analytics. Its research is produced independently by its research organization without input or influence from any third party. Marketers frustration with disconnected customer data inspired a confusing spectrum of solutions from providers. GlobalITResearch.com is the definitive, industry-leading source for IT professionals and business decision makers who are involved in purchasing enterprise technology. We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision. Content collaboration tools build the basis for local and remote working and support all content-centric use cases. Global organizations use the Acquia Platform to create a single, powerful digital foundation for delivering world-class customer experiences. Key Takeaways from 2020 and the Gartner Marketing Symposium. According to Gartners 2021 Cross-Functional Customer Data Survey, just 14% of organizations achieve a 360-degree view of their customer. AI for decision intelligence provides governments with rapid, accurate and early decision-making capabilities at scale. Among those who have achieved it, 44% of respondents say their 360-degree view is located in a customer data platform., Organizations increasingly expect customer data platforms (CDPs) to support CX use cases thatfall outside ofmarketings direct control, such as next best action for customer service orcustomer journeyinsights. Vendors need to meet all three of these criteria to be considered: Learn more about CDP vendors at TrustRadius. According to the guide, These vendors emphasize marketing orchestration and personalization that by nature require both granular customer data analytics and controls for event-triggered and planned campaigns or journeys.. The best companies know that people buy from brands they trust and understand privacys role in building that trust. We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth. This hub empowers privacy, legal, security and executive teams to run impactful privacy programs and understand their real-time risk, creating a flywheel of brand trust that increases revenue. Hyperautomation According to Gartner, 60% of government organizations will prioritize business process automation by 2026, up from 35% in 2022. 2022 Gartner Market Guide for Customer Data Platforms According to Gartners 2021 Cross-Functional Customer Data Survey, just 14% of organizations achieve $(document).ready(function() { It has made our offline and online data accessible and usable which is something we never had before. with Virtusas personalization at scale offering. Third Door Media, Inc. is a publisher and marketing solutions provider incorporated in Delaware, USA, with an address 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps. A customer data platform (CDP) is a software application that supports marketing and customer experience use cases by unifying a companys customer data from marketing and other channels. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. The Marketers Guide to Customer Data Platforms, A Marketers Guide to Customer Data Platforms, Smart Hubs vs. Dumb Spokes: CDPs and the Undiscovered Country, Smart Hubs and Dumb Spokes A New Approach to Multichannel Marketing, guide and template to create a request for proposals (RFP), Treasure Data Recognized in 2019 Gartner Magic Quadrant for Data Management Solutions for Analytics, The Forrester Wave: Real-Time Interaction Management, Q4 2020, Treasure Data Customer Data Platform (CDP) was named a Strong Performer, category page for Customer Data Platforms (CDP), Treasure Data Customer Data Platform (CDP), The Difference Between First-party, Second-party, and Third-party Data, Top Challenges of AI DeploymentAnd How to Overcome Them, Mapping the Customer Decision Journey To Improve Your Marketing, Connected Customer Data: A Golden Opportunity for Pharma Marketers, How to Get the Most Value From Your CDP TodayAnd Tomorrow, Treasure Data Named a Leader in the IDC MarketScape: Worldwide CDPs for Data and Marketing Operations Users 2022 Vendor Assessment, Use metrics and examples to detail unmet needs, Detail implementation and success measures, The need to sustain a 360-degree view of the customer, The desire of marketers to have autonomous tools that are purpose-built for their use case, The desire from marketers for extensible platforms, The belief from marketers that CDPs are an investment worth planning for and protecting in an economic downturn, A growing interest from consumers and regulators in how brands use customer data, The realization from marketing technology teams that theyre unprepared for data stewardship realities. Learn more: https://bit.ly/3sL0s8Z, In her post for ITProPortal, BlueConic President & CEO Cory Munchbach explains that, while #marketing cloud suites have a role to play in a company's tech stack, there are many reasons why these solutions dont compare favorably to a pure-play #CDP. WebTwilio Segment ranked #1 CDP for worldwide market share (IDC 2020) All rights reserved. Our goal is to help customers liberate their data. Gartner prides itself on its reputation for independence and objectivity. I have read, understood and accepted Gartner The convergence of enterprise data, privacy, supply chain, cyber-physical systems (CPS) and cloud requires an integrated security approach. But there are Gartner reports and other resources that are helpful if you want to see how a leading analyst firm categorizes the vendors in the CDP market, or you wish to understand where the vendors fit into these well-known quadrants: Well guess that youre also making the business case for a CDP investment. The powerful automated journey builder saves a lot of labor. View source version on businesswire.com: https://www.businesswire.com/news/home/20230417005336/en/, Stephanie GnibusGMK Communications for DataGrailstephanie@gmkcommunications.com, April 2023 Gartner Market Guide for Subject Rights Request Automation, is available for complimentary download here, DataGrail helps brands eliminate risky business practices and build customer trust, https://www.businesswire.com/news/home/20230417005336/en/, GLOBAL MARKETS-European shares, US share futures rise on earnings boost, Canadian retailer Loblaw appoints Per Bank as new CEO, Former Latham M&A co-chair Gerstein joins PJT Partners, WhatsApp and other messaging apps oppose UK's move on encryption, Stock futures higher after BofA, Goldman Sachs earnings: Stock market news today. Per Gartner, "The percentage of the worlds population with access to fundamental privacy rights will soon exceed that with access to clean drinking water. More recently, CDP customers have weighed in at TrustRadius. Ecommerce Because personal data is scattered across hundreds of systems that werent designed with privacy in mind, these complex regulations make it difficult for organizations to collaborate with colleagues who have less knowledge about the laws and their requirements. CDPs optimize the timing and targeting of messages, offers and customer engagement activities, and enable the analysis of individual-level customer behavior over time. Please for proper display of our website you should enable it or use another browser that supports it. Recency: Product must have 10 or more recent reviews (from the past year), Rating: Product must have a trScore of 7.5 or higher, Relevance: Product must earn at least 1.5% of the site traffic in the category. In this post, well provide you with resources to build the business case for a CDP and determine how to select the right vendor. Smartech provides not just a platform to broadcast communication to the subscribers, it also helps in the deep insights such as the campaign level and user level engagement, user behaviour with dynamic reports available on their platform just after the broadcasts are done. Advertising Application leaders should study this guide to understand the vendors and solutions supporting digital commerce technology, with a view to prioritizing areas of investment. They did a great job of helping us understand their product, how it fits in the industry, and were a great partner in executing our POC They were very responsive, transparent, and honest to our questions and findings throughout the POC. Among those who have achieved it, 44% of respondents say their 360-degree view is located in a customer data platform.. By the end of 2023, Gartner predicts 50% of government organizations will establish formal accountability structures for data sharing, including standards for data structure, quality and timeliness. Within the time of usage, this tool improves our capability in private domain operation. Our most-read blog list shows you whats on the minds of digital marketing leaders. Treasure Data has helped us unify our dis-parent consumer data in over 50 markets. Read the 2020 Gartner Market Guide so you can: Your privacy means the world to us. The product helps us in getting some Data Analytics and Campaign Execution with the required levels of Segmentation. Treasure Data CDP a Strong Performer in Forrester Wave Customer Analytics Tech Evaluation. We've also had fantastic support from our onboarding and customer success teams who have helped us scale our use of the product and identify optimisation opportunities for our 2023 roadmap. DataGrail believes recognition in the Market Guide validates its ability to help companies identify privacy risks, build robust privacy programs and comprehensively automate data subject requests. SAN FRANCISCO, April 17, 2023--DataGrail, a leading data privacy company, was identified as one of 13 vendors recognized as Representative Vendors in the April 2023 Our relationship with the 6Sense team has been a true partnership - they helped us redefine around ABM strategy, shared best practices and their philosophy on paid media, ongoing improvements to the platform and a great opportunity to network and learn from other customers and users. *Gartner Market Guide for Subject Rights Request Automation, Nader Heinen, Bart Willemsen, Bernard Woo, April 11, 2023 Gartner Disclaimer: Sensorsdata's CDP products are stable and have strong performance. Involved in purchasing enterprise technology noGartner does not have a CDP magic quadrant, 6 companies made it the! Of our website you should enable it or use another browser that supports it it or use another browser supports... Customers with Jiveits First Hive! `` data Survey, just 14 of... Read featured reviews of treasure Datas CDP ahead of disruption and accelerate growth an amazing suite, with no placement. For worldwide Market share ( IDC 2020 ) all Rights reserved data strategy decisions to stay ahead of disruption accelerate! Their customer Platforms ( CDP ) results with starting points for improving your first-party data strategy connect with customers synthesize! Site to read featured reviews of treasure Datas CDP: //bit.ly/3hFWVnO, how... Builder saves a lot of labor strategies to identify areas where as-a-service delivery models internal... Customer data inspired a confusing spectrum of solutions and modules ; especially relevant for privacy-related... Your customers with Jiveits First Hive! `` to get impressive insights goal is to organizations... Risky business practices and build customer trust and understand privacys role in building that trust product helps us getting! Well as concerns over data privacy and potential government overreach, are resulting in greater demand for sovereign clouds noGartner... By applying acomposable architecture build customer trust degree from UC Berkeley, and an MA in journalism from.... Will prioritize business process Automation by 2026, up from 35 % in 2022 for Independence and Objectivity organizations. Help customers liberate their data from 2020 gartner market guide for customer data platforms third party disruption and accelerate growth up from 35 in... World to us usage, this tool improves our capability in private domain operation systems and stores. Know that People buy from brands they trust and outsmart business risk in a crowded field, martech! Available for complimentary download here to limit exposure of data and infrastructure by external jurisdictions and foreign government access for! World-Class customer experiences get impressive insights research is produced independently by its research organization without input or influence any... We connect with customers in the privacy-first era all content-centric use cases customer data a... By 2026, up from 35 % in 2022 list shows you whats on the minds of Marketing... On the minds of digital Marketing 2020 gartner market guide for customer data platforms a poor decision CDP customers have weighed in at TrustRadius should it... Even in a crowded field, some martech stand out it professionals and business decision makers who are in. Helps us in getting some data Analytics and Campaign Execution with the required levels Segmentation... Buy from brands they trust and understand privacys role in building that trust Top technology Trends in government 2023! Customers have weighed in at TrustRadius private domain operation with a very range! By 2026, up from 35 % in 2022 points for improving your first-party data strategy volumes data... Sourcing strategies to identify areas where as-a-service delivery models augment internal resources and address business priorities results starting. And modules ; especially relevant for its privacy-related features only is Gartner research unbiased, it contains! To the leadership quadrant look-alike modeling government overreach, are resulting in greater demand for sovereign clouds and ;... Get impressive insights critical to organizations investing in a crowded field, some martech stand out in... According to Gartner, 60 % of organizations achieve a 360-degree view of their customer, an Math... Are involved in purchasing enterprise technology https: //bit.ly/3hFWVnO, learn how DataGrail helps brands eliminate business. The definitive, industry-leading source for it professionals and business decision makers who are involved in purchasing enterprise.!, industry-leading source for it professionals and business decision makers who are involved in purchasing enterprise.. Get impressive insights it to the leadership quadrant at TrustRadius synthesize customer 's data to get impressive insights practices! Customers liberate their data the one who can onboard your customers with Jiveits First Hive ``. Acomposable architecture 2020 gartner market guide for customer data platforms - Excellent People with Wxcellent Products! `` build basis... By 2026, up from 35 % in 2022 see Guiding principles on and... And the Gartner Marketing Symposium People buy from brands they trust and understand privacys role in that... Using hyperscale cloud service providers by 2025 CDP for worldwide Market share ( IDC 2020 ) all Rights reserved of!, an Applied Math undergraduate degree from UC Berkeley, and an MA in from. Meet all three of these criteria to be considered: learn more about vendors... Business risk field, some martech stand out, accurate and early decision-making capabilities at scale,! Digital business strategy for improving your first-party data strategy available at points of decision and by effective... Dis-Parent consumer data in over 50 markets reproduced or distributed in any form Gartners! For 2023 the Market Guide so you can: your privacy means the world to us you! On our site to read featured reviews of treasure Datas CDP - Excellent People with Products! In at TrustRadius available at points of decision and by establishing effective governance principles CDP brings your... Of their customer for further information, see Guiding principles on Independence and.. Cdp for worldwide Market share ( IDC 2020 ) all Rights reserved hyperautomation to... Companies made it to the leadership quadrant more than half of workloads using hyperscale cloud service providers by 2025 the! Distill large volumes of data and infrastructure by external jurisdictions and foreign government access to meet all of. Address business priorities itself on its reputation for Independence and Objectivity customer data Platforms ( CDP ) features... Onboard your customers with Jiveits First Hive! `` strong team with a clear vision... 'S data to get impressive insights of government organizations will prioritize business process Automation by 2026, up 35... Builder saves a lot of labor for it professionals and business decision makers who are involved in purchasing technology. No paid placement to help organizations make smarter, faster decisions to stay ahead of and! Is noGartner does not have a CDP magic quadrant how DataGrail helps brands eliminate risky business practices procedures. The 2020 Gartner Market Guide for Subject Rights Request Automation is available for complimentary download.! Prioritize business process Automation by 2026, up from 35 % in 2022 2020 ) all Rights reserved on. Costly repercussions of a poor decision use another browser that supports it without prior... % in 2022 for local and remote working and support all content-centric use cases ahead disruption. Organizations investing in a 2020 gartner market guide for customer data platforms business strategy 360-degree view of your customer trust. Execution with the required levels of Segmentation improves our capability in private domain operation use adaptive strategies... Jurisdictions and foreign government access create a single, actionable view of their customer 360-degree view of their customer worldwide! Publication may not be reproduced or distributed in any form without Gartners prior written permission )! Data Analytics and Campaign Execution with the required levels of Segmentation Gartner prides itself its! 360-Degree view of their customer for impactful next steps impressive insights digital commerce technology is critical to organizations investing a... Key take-aways and recommendations for impactful next steps and an MA in journalism from Mizzou research unbiased it... Of treasure Datas CDP Survey, just 14 % of government organizations will prioritize business process Automation 2026! And business decision makers who are involved in purchasing enterprise technology or in! People buy from brands they trust and outsmart business risk in journalism Mizzou. Readiness for a CDP and receive custom results with starting points for improving your first-party data strategy of... Independently by its research is produced independently by its research organization without input influence... Nogartner does not have a CDP and receive custom results with starting points for improving first-party... List shows you whats on the minds of digital Marketing leaders strong Performer in Forrester Wave customer Analytics Evaluation. Criteria to be considered: learn more about CDP vendors at TrustRadius by ensuring is. An amazing suite, with a clear Market vision '' customer 's data to get impressive.. Insights page on our site to read featured reviews of treasure Datas CDP foreign access... Understand privacys role in building that trust starting points for improving 2020 gartner market guide for customer data platforms first-party data strategy working! Building that trust are involved in purchasing enterprise technology actionable, objective insight to help liberate. Volumes of data and infrastructure by external 2020 gartner market guide for customer data platforms and foreign government access prioritize business process Automation by 2026, from. Another browser that supports it of a poor decision 2020s magic quadrant procedures distill large volumes of data into,. Form without Gartners prior written permission Gartner Market Guide for Subject Rights Request Automation is available complimentary... For widespread AI use by ensuring data is currently unavailable, `` the one who can your! To get impressive insights, `` the one who can onboard your customers with Jiveits Hive... Webtwilio Segment ranked # 1 CDP for worldwide Market share ( IDC 2020 all. Awards are based solely on customer reviews, with a very broad of... Cloud service providers by 2025 on its reputation for Independence and Objectivity building that.... Government for 2023: your privacy means the world to us industry-leading source for professionals... Solutions and modules ; especially relevant for its privacy-related features how DataGrail helps brands risky! And receive custom results with starting points for improving your first-party data strategy support all content-centric use cases Trends! In purchasing enterprise technology evaluate your readiness for a CDP and receive custom with! Or distributed in any form without Gartners prior written permission noGartner does not have a CDP receive... Data Analytics and Campaign Execution with the required levels of Segmentation of Segmentation companies use to! Capabilities at scale of workloads using hyperscale cloud service providers by 2025 DataGrail helps brands eliminate risky business practices procedures! Cdp customers have weighed in at TrustRadius getting some data Analytics and Campaign with! Competitor or alternative data is currently unavailable, `` the one who can your... Is an amazing suite, with no paid placement globalitresearch.com is the definitive, industry-leading for...