Marketers are wizards. We know the ins and outs of our respective industries, dance with the creative process of producing “on brand” (and entertaining) content, and we’re pretty fun at parties, too. 

As we enter a new era in the digital age, though, we’re also facing tough questions about the use of technology in our art & science blend. At the top of the list is artificial intelligence, like ChatGPT and other GenAI. There are discussions aplenty about its usefulness and accuracy — and its ethical properties too.

Let’s get real for a moment here — this conversation is far from over. We’re in it for the long haul, and while resistance to technology will always be a thing (people mocked the idea of the horseless carriage), learning how to use the innovative tools of today will make us better suited and prepared for changes coming tomorrow. 

Let’s get into it and talk about ChatGPT — what it is, how it works, how our fellow marketers leverage this tech, and where the benefits and drawbacks lie.

ChatGPT: The basics

ChatGPT is an AI system capable of using its intelligence to process, grasp, and generate responses that resemble the natural ways in which humans communicate.

Its responses are fast, often spewing out information in seconds flat. 

But how does this all work?

This form of artificial intelligence relies on a sophisticated transformer-based neural network fueled by an insanely large data pool. Thanks to this vast knowledge base, the AI can efficiently analyze information and craft well-informed responses. 

What makes this technology even more remarkable is its ability to grasp context, understand syntax, and identify word associations. 

By carefully (and quickly!) considering these elements, ChatGPT effortlessly emulates the nuances of human speech and writing, resulting in human-like responses. It’s this thoughtful attention to detail that contributes to the program’s natural and engaging conversational capabilities, making interactions with the AI an incredibly immersive experience.

Such an exciting synopsis! But how exactly can we use this tech?

Chat GPT: The benefits

Maneuvering the nuances of artificial intelligence like ChatGPT takes time, but here are a few ways to use it to make your creative process better streamlined:

As a springboard for content ideation:

Writing can often be an overlooked piece of the creative puzzle. It’s not simply throwing words on a page, and voila! Magic! It’s so much more than that. In this sense, writing a draft can be one of the most challenging parts of content creation. 

ChatGPT provides backbone support when you’re sick of looking at a blinking cursor on a blank page. Take it from our fellow AMA member, Casey Prentice, an account director at Hodges Partnership, who frequently uses this tech to get started:

“Our social media philosophy revolves around batch planning content, which allows us to not only focus on writing several pieces of content in one go but getting approval on several days or weeks of content at a time. But, when you’re writing that many posts at a time, you can get stuck, so our content creation teams have used ChatGPT for inspiration when they need a fresh angle to go after. That allows us to tap into outside thinking that we can then put our own flair and touches on.” 

– Casey Prentice, Account Director at Hodges Partnership

For effortless advanced data analysis and automation
Recently, the creators of ChatGPT introduced a new feature called Code Interpreter, which takes things to a whole new level. With this feature, ChatGPT can understand and execute complex code to perform advanced data analysis. It’s like having a data scientist right at your fingertips. 

Andrew Miller, Co-Founder and VP of Strategy at Workshop Digital, is leaning into this feature as a means to automate some of their existing processes,

“We’re really digging into more advanced use cases for the new ChatGPT Code Interpreter capabilities for advanced data analysis. We’re also testing new plugins and API integrations via Zapier to automate some of our existing processes in other platforms such as Salesforce and Google Sheets.”

To write those complicated or otherwise tedious emails

ChatGPT can be an invaluable tool in streamlining your everyday communication process. 

Writing emails, especially when the content may seem tedious, can be a time-consuming task that drains your energy and creativity. However, with ChatGPT at your disposal, you can transform it into a seamless and efficient process.

For Identifying trends or patterns

In the realm of account leadership, harnessing cutting-edge tools can make all the difference in staying ahead of the game. Enter ChatGPT, an AI powerhouse that has become a go-to resource to conduct research and strategy for Corey Lane, Senior VP at Elevation Advertising.”

“In my capacity as an account leader, I primarily use ChatGPT for research and to add value to strategy. It can streamline much of the preliminary background and category research I do with prospective and new clients and identify anomalies or trends that we’ll dig into more deeply with traditional research methodologies…

One of my go-to exercises is telling ChatGPT to respond as a comedian and asking it to write a stand-up bit about my client’s product or brand. It’s rarely funny, but it’s a roundabout way to discover the tropes and truths about the category. It’s led to some great insights and strategic jumping-off points for our creative teams.”

To offload some tasks here and there

Need to create a content calendar quickly for a social media client? How about analyze data sets or create an email template? ChatGPT can do the heavy lifting, so you can worry about refining and perfecting the output.

While all these benefits sound fine and dandy, we need to talk about the drawbacks of ChatGPT, too.

ChatGPT: The drawbacks

Like any powerful tool, ChatGPT has its limitations and potential pitfalls that users must be aware of. 

Responses may sometimes be inaccurate

One of the main concerns with ChatGPT is that the dataset it draws from has a specific knowledge cutoff, which means it may not be up to date with the most current information. This limitation becomes more critical if someone tries to use ChatGPT for topics related to journalism or academic research.

Though, as this tech improves, we’ll most likely see improvements within this 

Responses may sometimes be driven by bias

When engaging with ChatGPT, you can experience a truly interactive conversation as the AI intelligently processes your input and generates relevant answers derived from the wealth of accessible data. But this data pool can be driven by bias from time to time. Why is that? Because ChatGPT is trained on very real and very human inputs, which may be prone to biases, in some cases, implicit biases. 

Here’s what Andrew from Workshop Digital, had to say about this:

“Our team is digitally very literate, but we remind them to “trust but verify” any GenAI responses that are presented as facts. We don’t let our teams upload confidential or proprietary data either, lest they make their way into the training sets and future outputs. Finally, we advise our team to watch out for algorithmic bias in the inputs and outputs to make sure the GenAI tools are providing fair, equitable, accurate responses.”

 – Andrew Miller, Co-founder and VP of Strategy at Workshop Digital

There are ethical concerns about the tech

Within the moral dilemma of using ChatGP, it’s not just about selling or using the content as your own. ChatGPT can be used to mimic the writing style of individuals, potentially leading to impersonation and identity theft.

Other ethical concerns are also valid — like the loss of jobs in several areas. When ChatGPT can work fast and efficiently, it may eliminate the need for some positions. 

Additionally, any over-reliance on this tech can lead to a decline in critical thinking and creativity, as people may depend too heavily on technology for decision-making and problem-solving.

It can’t replicate the human experience

While ChatGPT is great for getting started or checking ourselves along the way, ultimately it can’t replace the human experience that we relate to. When working on creative, the idea is to inspire and motivate. There’s nothing better than drawing on our own experiences to produce content that resonates with others facing the human experience. The best content (whether that be video, content marketing, social media posts, or ads) invokes emotion and releases feelings of camaraderie.

“Elevation hasn’t established a formal policy for using AI, but what’s understood is that these tools should be informing the inputs to the creative process, never the outputs. They can be super helpful to organize information, help us present research, and inspire strategy, but we’re never going to ask them to solve the problems for us. We all know that AI can complement and maybe even enhance our process, but the value that our clients hire us for is our specific human experience, expertise, and craft.”

– Corey Lane, Senior VP at Elevation Advertising

“Our industry needs nuance, humor, and empathy – traits that are the basis of human creativity – to persuade and convince our audiences. Our clients hire us for those capabilities, not what applications and technologies we use daily.”

– Lauren Sweeney, Founder of Dotted Line Agency

ChatGPT is only as powerful as the way in which you use it

You’ve probably heard the saying, “Garbage in, garbage out.” The same is true for using tools like ChatGPT and GenAI. If you’re looking to get great results using them, you need to be versed in how the tools like to be prompted. Here’s what Corey Lane and Lauren Sweeny had to say on this:

“Whether visual generators or verbal generators, these tools are only as powerful as how you use them. So just like any other creation tool in the agency ecosystem, there’s a learning curve to go from ‘Hm, that’s kinda cool’ to ‘Here’s what I need it to do.’ And with the pace of AI development, we’re all learning as we go and figuring out how they can add value and where they are (currently) falling flat.”

– Corey Lane, Senior VP at Elevation Advertising

“We see the application of artificial intelligence as a problem-solving tool, not replacing human thought and creativity that defines the best agencies. To start, AI is only as good as the information that it’s given or the clarity of what it’s asked to do, which demonstrates one limitation of any out-of-the-box thinking; it’s also proven incapable of filtering out inaccurate resources in its responses and can deliver faulty prediction and analysis.”

– Lauren Sweeney, Founder of Dotted Line Agency

Using ChatGPT: Some extra helpful tips

• Never pass off AI-generated content as your own if you haven’t adjusted the copy or added your own flair 
• Follow OpenAI on social media to stay up to date about best practices and get new ideas for how to use the tools
• When using ChatGPT, give clear instructions to get the best outputs
• Always verify information on your own to prevent presenting inaccuracies
• Experiment with different prompts and keep a running list of what works in a Google Doc
• Keep an eye out for any biases you may encounter

Transparency: How I used ChatGPT in this piece

• To springboard the section on ChatGPT: The basics. I needed a clear and concise definition, and ChatGPT gave a great template to work off of
• To double-check definitions and ensure some of the sentence structures made sense
• For a final proofread of this piece

Dear AMA Richmond Community,

As I enter my third week as President of AMA Richmond, I am grateful for your trust and excited for the future.

Our board is already hard at work. We recently dedicated a full day to immerse ourselves in our chapter’s mission, vision and values, and plan for the season ahead. 

We’ve set a bold aspiration for the next few years. We know the “same old, same old” is no longer serving us, and we are busy reimagining and retooling to deliver even greater value.

Strategy and agility are a constant balancing act in this era of rapid change and innovation. We need to be willing to try new things – but we can’t do ALL the things. We must be strategic in the choices we make. That’s why our theme for this season is “outsized impact.” We each have a finite amount of time and resources, but when we work together with a common purpose, we’ll make a significant difference and leave a lasting mark on our community.

To achieve this, we must be intentional and focused. 

We are aligning our offerings with our core pillars: Connect. Learn. Serve. Grow. And, we are scaling back our programming frequency with a clear purpose: to invest more time and energy into ensuring that every interaction we have has a truly outsized impact. We are also embracing the power of the digital world to extend our reach and influence. We’re exploring new avenues to connect, share knowledge, and engage outside our traditional events.

Collaboration is also key. We’re looking to reach beyond the boundaries of our organization and foster alliances with other stakeholders to amplify impact. We are actively seeking new sponsorships, partnerships, and collaborative opportunities to lend our platform to individuals and organizations doing great things in our community and advancing our industry.

Your ideas and contributions are crucial to this process. I encourage you to reach out to me directly — whether via DM on LinkedIn or by email. Your feedback and suggestions will help shape our efforts, ensuring that we stay aligned with the needs and aspirations of those we serve. 

Let’s unleash our collective potential and create a ripple effect that enriches our community for years to come. 

I am honored to lead this AMA-zing group of professionals, and I can’t wait to witness the outsized impact we will make together.

With enthusiasm and gratitude,

Amanda Creger 

President, Richmond Chapter of the American Marketing Association

Running a social media marketing strategy is no small feat. A single post could have five layers behind the scenes before the “Publish” button was ever tapped. One tool marketers can use is a social media editorial calendar to help keep teams on the same page as the social media beast gets fed.

Using an editorial calendar not only keeps everyone on the same page, but it creates efficiencies, establishes accountability and helps keep an overall balance of content, creative and expectations. In case you missed the Special Interest Group The Hodges Partnership hosted this spring, here are three big takeaways from their session.

What are the basics of an editorial calendar?

There are few core basics that every social media editorial calendar should have. Those elements are:

• Date
• Post copy
• URL
• Hashtags
• Tagging notes
• Platforms
• Creative

What are things you need to know when building editorial calendars?

Before building your first social media editorial calendar, you should establish guardrails. Here are some of the things you should define on the front end to help keep consistency from calendar to calendar:

• Buckets – What are the core themes you want your content to fall in? Each post should have a dedicated bucket to fall into.
• Length – How long is your calendar? Are you writing weekly, bi-weekly or monthly?
• Deadlines + Approvers – Once you have length answered, you can back out to determine when you need to send the calendar to the person or people approving the content.
• Internal Markers – Are there any specific highlights or colors that have meaning? For example, maybe a post in yellow means that’s a blog post and can’t be scheduled in advance.
• Organization/Client Philosophy – Be on the same page as far as philosophy goes. Does a client care if the 4/18 post publishes on 4/18, or if it gets swapped with 4/22 is that OK? Do they need to know that before it happens?

What tools can be used for making editorial calendars?

This is the fun part, finding the tools to help get the job done. The number one thing to keep in mind is to find a tool that works for the team and STICK WITH IT. A tool or a system is no good if it’s not being used consistently and correctly. Here are just some of the tools mentioned in the Social Media SIG:

• Google Sheets
• Trello
• com
• On-platform Planning and Scheduling Tools
• Brandwatch
• Sprout Social

If Twitter were a roller coaster, it would have more ups and downs and twists and turns than Busch Garden’s Loch Ness Monster. It seems like every single day there is a new headline shedding a spotlight on the social media platform’s disastrous acquisition journey, which started earlier this year when Elon Musk made an offer to buy the company.

For AMA Richmond’s November SIG on social media, The Hodges Partnership decided to skip the previously promoted session on editorial planning and focus the conversation on one question: WTF is up with Twitter?!

Marketing minds from across Richmond came together to chat a little bit about what they’re doing, both professionally and personally. We had representatives from large corporations, agencies, smaller shops and independent practitioners. Here are five takeaways are group came up with.

• Let’s not make any rush strategy shifts. Most of the group wasn’t running to the “Delete Profile” button and neither should you. Like any business shift of this magnitude, bumps in the road are to be expected. Our group was in the camp of let’s wait it out and see what happens before we make a call.
• Pausing paid is the most widespread, immediate course of action. One immediate action many marketers are taking is pausing paid on Twitter, and maybe even going as far as to reallocating those dollars to other channels. The functionality of Twitter Ads has been lackluster for months, but now with increased brand safety concerns, this is another area where we’re pausing efforts.
• Keep up organic posting if it makes sense, but don’t overly invest time. Some marketers talked about keeping up with just the bare minimum posting and putting more effort into other channels that seem like longer term plays. This is a good approach if you want to keep the platform alive while you’re waiting it out.
• Take listening outside of your feed. With all the impersonations that happened with the ill-prepared Twitter Blue rollout, take your usual social listening beyond your profile. Look not only for impersonations but listen to your followers and trending topics. Are people finding information on other social media platforms? Let your followers be your guide.
• Prepare to have conversations about reputation management and 2023 strategy. Given all the unknowns, we suggest planning ahead and preparing for conversations about reputation management (should something happen in the unstable environment we’re in now) and 2023. Perhaps starting the year off with a social media audit is a good way to find out whether or not Twitter is worth being on in the long term?

Knowing how fast this whole thing is moving, there is a good chance this post will be dated by the time it goes live, which – if we’re thinking optimistically – that’s a good way for us marketers to stay in a job. The trends are moving faster than we can write about them, and it’s up to us to stay on top of them and keep our brands safe and secure on social.

What did we miss?

Every marketer knows buyer journeys – how consumers are informed of products or services and make purchase decisions – are evolving. An element of that evolution is the growth of how consumers are spending time with video as streaming as a source of entertainment and information grows in adoption.

But let’s see what the data says…

Effectv’s latest TV Viewership Report (TVR) combines Comcast aggregated viewership data with the results of more than 20,000 Effectv advertising campaigns that spanned linear TV and streaming. Among the most interesting findings?

• Despite the plethora of alternatives, from smartphones to tablets, more than three-quarters of streaming content is consumed via a household’s primary TV.
• With the right mix, streaming can enhance and not cannibalize the reach and frequency of TV ads.

Business decision-makers must align advertising and marketing as closely as possible to the journeys their consumers are taking from awareness to action. To be successful, advertisers require data to make sure their strategies are mitigating consumers’ changing purchase behaviors and TV viewing habits. Accurate, comprehensive, focused and actionable data can enable effective, data-driven decisions about advertising budgets, campaigns, and content.

Ad exposure data can also help your business evaluate how effectively your campaigns reach the audiences you want to reach. Comprehensive, flexible reporting of this data can deliver insights into audience reach and frequency and help you identify opportunities to improve future campaigns.

Not just for larger enterprises anymore

For many years, data-driven decisions required access to robust data and analytics tools that could be inaccessible to all but the largest enterprises. Fortunately, data insights and analytics solutions are also evolving, in ways that make them available and usable by small and mid-sized businesses (SMBs) pursuing growth.

Insights based on relevant data and focused analysis enables companies of almost any size to create advertising that is tailored and fine-tuned to reach the audiences that matter most for them. Whether your business is focused on specific affinities, geographies, or demographic groups or interested in specific content preferences or viewership trends, the right partner can provide you with the actionable data you need to optimize your advertising decisions and investments.

“Modern data acquisition and analysis techniques can provide greater insight into viewer and buyer behaviors”, said Eddie Tyner, Regional Vice President of Sales for Effectv. “For example, we help our clients activate their customer data and match at the zip code level with Comcast aggregated first-party viewership data. This enables us to reach potential customers for our clients using advanced TV, streaming and digital advertising solutions.”

SMBs and emerging enterprises now have access to information and tools that enable more effective, more data-driven decisions. Those decisions can help your business reach your desired audiences more effectively and align more closely with your buyers and their journeys, even as those journeys and how your buyers pursue them continue to evolve.

To learn more, explore the services Effectv offers SMBs and emerging enterprises. Click here to download Effectv’s latest TV Viewership Report (TVR).

Eddie Tyner is the Regional Vice President of Sales for the Atlantic Region at Effectv, the advertising sales division of Comcast. Effectv helps local, regional and national advertisers grow their business with multi- screen marketing solutions and is a proud AMA Nashville sponsor.

AMA Richmond has announced the winners of the 2022 Robert R. Barber Scholarship Fund. Named for Bob Barber, CEO and co-owner of Barber Martin Advertising and past AMA Richmond President (‘98 – ’99), the fund was established to help the next generation of marketers grow into successful contributors to our marketing community—and the broader profession. The fund has grown from $17,000 at its creation to over $100,000 today thanks to both corporate and individual contributions, as well as AMA-Richmond chapter funds raised through events.

Announced at the AMA Richmond 60^th Diamond Anniversary event on May 12, this year’s winners include:

1^st Place Winner: Mariah Kumpe

Mariah Kumpe is pursuing her B.S. in Mass Communications with concentrations in Creative and Strategic Advertising and a minor in Psychology at Virginia Commonwealth University. She is currently the Social Media Chair for AMA at VCU and Planner for the Ad Club at VCU. Mariah will be President of the Ad Club at VCU for the 2022-23 school year. In her spare time, Mariah enjoys freelancing, photography, and keeping up with pop culture.

This summer, Mariah will be a Creative Intern at Tilt Creative + Production in Richmond, VA and explore Western Europe. Following graduation, Mariah plans to work as an Art Director for an advertising agency.

2^nd Place Winner: Ashleighe Gibson

Ashleighe Gibson, a rising junior at Virginia Commonwealth University, was born in Queens, New York and hails from Suffolk, Virginia. Initially a biology pre-med major, Ashleighe had a change of heart during the pandemic and realized that her true passion lay in communication, advertising, production, and product development. She pivoted her degree focus and is now majoring in marketing with a concentration in communications and analytics. She aspires to go into entertainment marketing after graduation.

We want to take a moment to recognize the passion and accomplishments of these two deserving students, and to thank all the applicants who participated.  We had a strong pool of applicants and are excited about the promise inherent in our next generation of marketers!

Women’s History Month is coming to a close. To cap off the month of observance and celebrate the chapter’s fearless female leaders, AMA Richmond President, Samantha Kramer, sat down with two of them, Amy Baril and Patty Sager, to discuss their career journeys and what’s next for females in the workforce.

Amy Baril was recently promoted to President of NDP and serves as the AMA Richmond Director of Programming, Education. Patty Sager was recently promoted to CMO of Williams Mullen and serves as the AMA Richmond Director of Programming, CMO Roundtable.

In this short interview, Amy and Patty share the early influences that inspired them, their perspectives on female representation in leadership, and what advice they’d give to the next generation of female leaders.

Watch the video of that discussion below.

Read a letter from our President on this milestone anniversary:

A new year is always an exciting time. As we look to the future with renewed energy and focus, it’s also an opportunity to reflect on all we’ve achieved to date. 

2022 is an especially exciting year for AMA Richmond, as it marks the 60th anniversary of the chapter. In 1962, twenty two business professionals with a shared interest in marketing joined together to form a local chapter. The world looked very different then:

• America was in the middle of the space race. The year before, Kennedy announced his intention to put a man on the moon and in 1962, the first American orbited the Earth.
• The first Walmart opened in Rogers, Arkansas. Kmart, Target and Meijer also opened this same year. These “big box” discount stores drastically altered the face of retail.
• Locally, Richmond had just gotten its first public television station a year prior, and Eleanor P. Sheppard became Richmond’s first female mayor. 
• Marketers were focused on mass media. Print was the biggest marketing channel, but tv and radio were gaining steam.

While much has changed in the decades since, one constant has remained: AMA Richmond has provided a vital community for marketing professionals to connect, serve, learn and grow. And while we can be proud of what we’ve achieved to date, we are committed to building an even stronger, more inclusive and forward-looking community in the years ahead.

We hope you’ll join us in the coming months as we celebrate our journey and explore ways to advance our chapter even further. We’re grateful to you for being a part of our vibrant community and are excited about the impact we can make together!

Warm Regards,

Samantha Kramer
President | AMA Richmond

As you’ve hopefully seen, we have launched a new event platform called Wild Apricot to better serve our local community and provide a more seamless experience. In order for our members and guests to take full advantage of this new feature, we highly encourage everyone to set up their online profiles. 

If you are a current member or have attended our events in the past, you received an email notification with these instructions and a personalized link to complete your registration.

We have spent a good amount of time strategizing and planning for this initiative. We are excited about leveraging this tool to help us deliver a more well-rounded event and membership experience on a local level. While this update provides many local benefits, we want to make clear that it does NOT replace your member account with AMA National. Any changes and updates to your existing membership will still need to be managed through www.ama.org. If you are interested in joining, you can find more information on membership options here. 

Below is a list of general FAQs but feel free to reach out to info@amarichmond.org with specific questions or concerns.

FAQs

1. What is Wild Apricot?
Wild Apricot is a membership and events platform built for associations just like ours. It consists of several modules: membership management, event registration, online payments, emails, and more.

By bringing all these functions together in a single platform, we are able to create a consistent flow-through of information for behind-the-scenes management by our board and a more seamless experience for members and guests.

2. Do I need to create a Wild Apricot account?
Creating a Wild Apricot account is not required to register for specific events. However, we encourage AMA Richmond members to complete their profile to expedite their event registration process.

3. I didn’t receive an email to register for Wild Apricot but I’ve attended a past AMA Richmond event. How do I register my Wild Apricot account?

• Go to Wild Apricot and log in to your profile with the email address you’ve used to register for AMA events
• Create password
• Complete account information and registration setup

4. I am not a member, but I’m signing up for my first AMA Richmond event. How can I create a Wild Apricot account?
After you enter your email address to register for the event, you will be prompted to create a Wild Apricot account.

5. I am an AMA Richmond member but the system isn’t showing me member pricing.
This could be because you are a new/recently renewed member, or the email address tied to your AMA membership has changed. Please contact us at info@amarichmond.org and we will assist you.

6. I am not currently a member but am interested in signing up. How do I do that?
You will still sign up for AMA membership through AMA National’s “Join” page, during which time you will create an account and select Richmond as your home chapter.

AMA National sends our local chapter new member reports on an ongoing basis; once we receive the status change from them, we will update your membership in Wild Apricot. If you’ve recently joined AMA Richmond and your Wild Apricot account does not reflect your membership status, please reach out to us at info@amarichmond.org.

7. How will I pay for events moving forward?

You can pay for events online with a credit card. We’re still happy to offer free or reduced pricing to events for AMA Richmond members!

8. Is my payment information safe?
The Wild Apricot Security Team follows the standards of world class security practices and tries to apply them on all possible levels in Wild Apricot security. They update, develop or completely re-create security processes whenever they find any shortcomings. You can find more information on Wild Apricot’s security practices here.

9. Will I still be able to find/sign up for new AMA Richmond events on Eventbrite?
No. We are moving exclusively to Wild Apricot for our event management. You can find event details for AMA Richmond programming on our website and via our emails and social media channels.

10. What do I do if my information changes?

If your job or contact information changes, first update your profile with AMA National. You will log in to ama.org and click “My Account.” 

11. Will I renew my AMA membership through Wild Apricot?

No, your membership renewal process hasn’t changed. You will still renew by logging into ama.org and clicking “My Account”, then renew membership.

12. I have other questions that I don’t see answered here.

Please reach out to us at info@amarichmond.org and we will be happy to help answer your question.