{"id":26418,"date":"2021-09-03T08:30:51","date_gmt":"2021-09-03T08:30:51","guid":{"rendered":"https:\/\/www.experfy.com\/blog\/?p=26418"},"modified":"2023-08-16T12:18:22","modified_gmt":"2023-08-16T12:18:22","slug":"why-list-matching-software-enhancing-marketing-sales","status":"publish","type":"post","link":"https:\/\/www.experfy.com\/blog\/software-ux-ui\/why-list-matching-software-enhancing-marketing-sales\/","title":{"rendered":"Why A List Matching Software Is Key To Enhancing Marketing And Sales Efforts"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26418\" class=\"elementor elementor-26418\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-bc2d097 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bc2d097\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-716f459\" data-id=\"716f459\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-02d05ce elementor-widget elementor-widget-text-editor\" data-id=\"02d05ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Conventional marketing and sales wisdom dictate that if your tactics are not bringing results, you need to double down your efforts. However, that is not always the case, especially when there are signs of dirty data. For example:\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ceac346 elementor-widget elementor-widget-text-editor\" data-id=\"ceac346\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li>Are your sales reps spending more time verifying contact phone numbers?\u00a0\u00a0<\/li>\n<li>Are your mail orders getting undelivered all the time?\u00a0\u00a0<\/li>\n<li>Do you notice duplicate contacts and missing information in your databases?\u00a0<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52a52dc elementor-widget elementor-widget-text-editor\" data-id=\"52a52dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A resounding yes to any of the above might indicate a problem with the quality of your contact lists. In this case, a list matching software with robust data cleansing and deduplication features can help clean dirty data and enhance the performance of your campaigns. Let\u2019s look at how this can occur in more detail.\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-d0b1a7f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d0b1a7f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-75e07b3\" data-id=\"75e07b3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cfb8d78 elementor-widget elementor-widget-heading\" data-id=\"cfb8d78\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5 Ways Bad Data Undermines Sales and Marketing Efforts\u00a0<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-affd35b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"affd35b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-19de880\" data-id=\"19de880\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-145d6be elementor-widget elementor-widget-text-editor\" data-id=\"145d6be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Research from <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/how-to-create-a-business-case-for-data-quality-improvement\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gartner<\/a> reveals that bad data can cost organizations around $15 million every year. However, the warning signs are far more sinister and hidden. Here are a few. A list matching software comes in extremely handy in all these situations.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2f4ac0 elementor-widget elementor-widget-text-editor\" data-id=\"c2f4ac0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol>\n<li><strong>More time spent verifying contacts:<\/strong> if contact lists are not updated or accurate, it can lead sales reps to spend substantial hours verifying phone and address information. A <a href=\"https:\/\/blog.zoominfo.com\/the-effect-of-dirty-data-on-roi\/\" target=\"_blank\" rel=\"noreferrer noopener\">source<\/a> reveals that more than 40% of people\u2019s phone numbers and 20% of postal addresses change every year. If not addressed, this can increase the sales life cycle time and hinder sales\u2019 ability to close more deals.\u00a0<\/li>\n<li><strong>Higher email bounces and unsubscribe rates:<\/strong> invalid emails and incorrect contact lists can lead to high bounces and unsubscribe rates. This, in turn, can lead to your email domain getting blocked by email providers, and this could affect your brand reputation and create negative word of mouth.\u00a0\u00a0<\/li>\n<li><strong>Poor lead scoring:<\/strong> effective lead scoring helps marketers and sales teams to approach leads and prospects at the right time and with the right messaging. However, poor data quality can prevent marketing qualified leads from becoming marked as sales ready and prevent sales representatives from reaching out in time to win new business.\u00a0\u00a0<\/li>\n<li><strong>Lack of personalization:<\/strong> sophisticated customer tracking that allows companies to target prospects with personalized messages based on user activity such as cart abandonment, webinar signups, etc. can also get muddled in the case of duplicate records and entities.\u00a0\u00a0<\/li>\n<li><strong>Missed upsell\/cross-sell opportunities: <\/strong>outdated and missing data due to changing existing customer preferences and wants can fail to signal account managers on seizing cross-sell or up-sell opportunities.\u00a0\u00a0\u00a0<\/li>\n<\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-1b93421 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1b93421\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cb17dec\" data-id=\"cb17dec\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2ee4275 elementor-widget elementor-widget-heading\" data-id=\"2ee4275\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is a List Matching Software?\u00a0<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-65407ef elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"65407ef\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ea9e0b1\" data-id=\"ea9e0b1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fb11d27 elementor-widget elementor-widget-text-editor\" data-id=\"fb11d27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Company A is a B2B sales company that runs outbound campaigns in three separate cities, each with its own SQL-powered database and list of Excel lists for contacts. However, owing to poor email and cold calling campaign response, it notices that across all three of its cities, there are multiple instances of: <\/strong>\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59f9ffb elementor-widget elementor-widget-text-editor\" data-id=\"59f9ffb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li><strong>Duplicate contacts <\/strong>\u00a0<\/li>\n<li><strong>Missing and invalid emails<\/strong>\u00a0<\/li>\n<li><strong>Phone numbers with varied patterns <\/strong>\u00a0<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a89274 elementor-widget elementor-widget-text-editor\" data-id=\"4a89274\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A list matching software, also known as data deduplication or <a href=\"http:\/\/www.experfy.com\/blog\/bigdata-cloud\/how-refine-360-customer-view-next-generation-data-matching\/\" target=\"_blank\" rel=\"noreferrer noopener\">data matching software<\/a>, allows users to identify and remove data errors, including duplicate errors, from databases and lists.\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31d8ba0 elementor-widget elementor-widget-text-editor\" data-id=\"31d8ba0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>List matching Softwares can inspect and remove errors across millions of records in a fraction of the time compared to that done by manual, scripting methods. Here are some of the ways it can enhance marketing and sales campaigns:\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-88831c0 elementor-widget elementor-widget-text-editor\" data-id=\"88831c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li><strong>Improve email responsiveness: <\/strong>removing invalid, incomplete, uncorrupted emails mean more emails can be sent in campaigns and fewer bounce rates.\u00a0<\/li>\n<li><strong>Enhance mail delivery rates: an <\/strong>accurate address list, along with geocoding information can substantially improve mail deliveries and save mailing and churning costs.\u00a0<\/li>\n<li><strong>Better targeting and positioning: <\/strong>having up-to-date data from a list matching software can enable better targeting of prospects and leads, and give marketers insights to utilize personalized messaging and positioning.\u00a0\u00a0<\/li>\n<li><strong>Minimize turnaround time: <\/strong>relevant and timely data can reduce the time taken for sales and marketers to verify information or remove errors, which can shorten the lead and turnaround time.\u00a0\u00a0<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-bc978ae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bc978ae\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a46c0fc\" data-id=\"a46c0fc\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0168fff elementor-widget elementor-widget-heading\" data-id=\"0168fff\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How Do List Matching Tools Benefit Organizations?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-5c67d25 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5c67d25\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c721c9c\" data-id=\"c721c9c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d1bd81 elementor-widget elementor-widget-text-editor\" data-id=\"3d1bd81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It isn\u2019t uncommon for companies to opt for manual or in-house methods to cleanse data-quality errors and remove duplicate entries. However, manual methods tend to work better for a few thousand records. For millions and billions of records, however, more complex matching rules and scripts must be used to efficiently and accurately clean errors at scale in minimal time.\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef3d3f2 elementor-widget elementor-widget-text-editor\" data-id=\"ef3d3f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A list matching tool has the following capabilities and features to achieve these outcomes:\u00a0<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-268e73f elementor-widget elementor-widget-text-editor\" data-id=\"268e73f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li><strong>Data import: <\/strong>native connectivity to relational databases, Excel and TXT files, CRMs, APIs, and more allows users to run data-quality projects on multiple, non-homogenous data sources.\u00a0<\/li>\n<li><strong>Data profiling: <\/strong>an in-depth audit or health check of your data sources helps you identify the statistics of missing values and records with casing, punctuation, and other anomalies.\u00a0<\/li>\n<li><strong>Address standardization and verification: <\/strong>sophisticated <a href=\"https:\/\/dataladder.com\/address-verification-and-standardization-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">address standardization<\/a> and verification help you identify the accuracy of addresses for mail campaigns and geocode location details to determine latitude, longitude, and ZIP+4 values.\u00a0<\/li>\n<li><strong>Data cleansing and standardization: <\/strong>dedicated transformations and parsing features allow you to fix errors in line and normalize varied formats of name, address, and phone fields particularly in line with data quality requirements.\u00a0<\/li>\n<li><strong>Data deduplication and enrichment: <\/strong><a href=\"https:\/\/dataladder.com\/fuzzy-matching-101\/\" target=\"_blank\" rel=\"noreferrer noopener\">fuzzy matching<\/a>, phonetic, exact matching rules help you identify variations in order to find duplicate entries, and then have the option to merge and enrich them for survivorship.\u00a0\u00a0<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-88fd8d5 elementor-widget elementor-widget-text-editor\" data-id=\"88fd8d5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Real-time or batch processing: <\/strong>automate list matching operations in time-based or recurring batch modes, or configure API-based workflows to match and dedupe records in real-time.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Conventional marketing and sales wisdom dictate that if your tactics are not bringing results, you need to double down your efforts. However, that is not always the case, especially when there are signs of dirty data. For example:\u00a0 Are your sales reps spending more time verifying contact phone numbers?\u00a0\u00a0 Are your mail orders getting undelivered<\/p>\n","protected":false},"author":1188,"featured_media":26419,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[200],"tags":[977,96,106],"ppma_author":[4001],"class_list":["post-26418","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-software-ux-ui","tag-data-management","tag-marketing","tag-software"],"authors":[{"term_id":4001,"user_id":1188,"is_guest":0,"slug":"fahadfareed","display_name":"Fahad Fareed","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/6143d8038b18fca7e9ce2d82b4b4e9edbb5107e188b011181c0967eb0cd1b040?s=96&d=mm&r=g","user_url":"","last_name":"Fareed","first_name":"Fahad","job_title":"","description":"Fahad Fareed is the Product Marketing Manager at Data Ladder \u2013 a leading entity resolution and data quality software company. Drawing from his experience working in the ETL and data quality industry, Fahad pens the latest insights and tips for developers and C-suite executives to help them make better decisions on approaching data management initiatives."}],"_links":{"self":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/26418","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/users\/1188"}],"replies":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/comments?post=26418"}],"version-history":[{"count":5,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/26418\/revisions"}],"predecessor-version":[{"id":30490,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/26418\/revisions\/30490"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media\/26419"}],"wp:attachment":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media?parent=26418"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/categories?post=26418"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/tags?post=26418"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/ppma_author?post=26418"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}