Cris: What do you think that a lot of marketing people are missing right now?
Michael Hourigan of Shoeboxed: In terms of being a good marketer, especially for a tech company like Shoeboxed, the most important thing you can do is be a data-driven marketer. You'll get a lot of marketers who understand the theory and understand building brands, which is exactly what you need to be doing. But at the end of the day, you have to have quantifiable results of the ad campaigns you're running or the social media campaigns you're running. You have to have numbers to back it up. And even before you start them, you have to have projections and hypotheses of what you are looking to accomplish.