one of the tools to do that is called enflux.8,000 different sources of data. it's just one of many firms that do the same including simply measured, brandwatch and social bakers and demand for them has soared. joining us is avery booker, the chief executive of enflux. good morning. good morning. sojust tell us a bit about the background here. this company, which you've started, has been running for a few yea rs. started, has been running for a few years. prior to that you were working in the luxury goods market. just talk us through how this all materialised? sure. so, one thing i saw as a consultant was that most of the companies in the world were spending millions and didn't know the full effects of what they were doing. they were using gut instinct and data here and there, but they didn't know what was going to be the next trnd. really, not knowing the next trnd. really, not knowing the next thing to come will always keep you one step behind. the started the company to you one step behind. the started the com pa ny to really