In this presentation, Mukut introduces SMAC and associated trends. Mukut is interested in mobile application development and recommendation algorithms.
Measuring Success in a Multi-Channel World - Cars.comMerlien Institute
Presented by Sharon Knitter, Former Senior Director Mobile, Cars.com
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
The Rise of SoLoMo in Local Advertising BudgetsCharlie Ray
SoLoMo, Social Local Mobile Advertising has altered the marketing landscape for local advertisers. See how the trends impact budgets and strategies on a local level.
Making data actionable: A look at the power of people-driven data in activati...Ray Poynter
Innovation is impacting every part of our lives, with smartphones making the world available from our pocket. But can we say the same for market research? As researchers, providing access to data from new sources like customer data platforms, could be considered the equivalent of sticking a kid in a candy store. Exciting yes, but completely overwhelming for some. Technological development in our industry is often focused on how a business can create the latest program or app to benefit their business. However, the very fact that this technological development is becoming a technological dependence for consumers means market research is already benefiting. Or rather, it should be. The innovation has occurred, now we need to tap into this wealth of data.This paper will look at how and what can be appended to existing research projects. It will share tangible examples of ways researchers, marketers, and advertisers alike can tap into the already innovative consumer and leverage the ocean of data they are generating – all while maximizing the investment being made in their survey research. Most importantly, it will leave the audience with better understanding of how to activate research-derived segments through programmatic advertising and how clients can derive incremental value from the investment they’re already making in survey-based research.
"Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 ChicagoTim Hayden
Presentation used in Chicago on 10/5/2011 for Bricks and Mobile 2011 (Thanks, Kelly!). "Engaging the Consumer On-the-Go" with Scott Forshay of Morpheus/CREATETHE GROUP, Tim Hayden of 44Doors, Tom Nawara of Acquity Group, and Suhail Pothigara of Macy's.
Mobile Usage In Australia: A Sensis PerspectiveLisa Collins
Sensis’ experience of its successful foray into the mobile space was presented at the recent Digitech conference in Sydney. Mobile’s unique ability to connect businesses with consumers has been expounded upon frequently over the past few years, but it’s really in 2012 that we’re finally seeing the much heralded tipping point in terms of usage. Sensis’ mobile portfolio continues to see outstanding growth and in May 2010 it saw 3 million visits during the course of the month.
Today’s defining problem is simplifying choice. Research proves that with limited but relevant options, people make easier, more satisfying decisions. Choice Engines make this happen by using the power of data...
Measuring Success in a Multi-Channel World - Cars.comMerlien Institute
Presented by Sharon Knitter, Former Senior Director Mobile, Cars.com
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
The Rise of SoLoMo in Local Advertising BudgetsCharlie Ray
SoLoMo, Social Local Mobile Advertising has altered the marketing landscape for local advertisers. See how the trends impact budgets and strategies on a local level.
Making data actionable: A look at the power of people-driven data in activati...Ray Poynter
Innovation is impacting every part of our lives, with smartphones making the world available from our pocket. But can we say the same for market research? As researchers, providing access to data from new sources like customer data platforms, could be considered the equivalent of sticking a kid in a candy store. Exciting yes, but completely overwhelming for some. Technological development in our industry is often focused on how a business can create the latest program or app to benefit their business. However, the very fact that this technological development is becoming a technological dependence for consumers means market research is already benefiting. Or rather, it should be. The innovation has occurred, now we need to tap into this wealth of data.This paper will look at how and what can be appended to existing research projects. It will share tangible examples of ways researchers, marketers, and advertisers alike can tap into the already innovative consumer and leverage the ocean of data they are generating – all while maximizing the investment being made in their survey research. Most importantly, it will leave the audience with better understanding of how to activate research-derived segments through programmatic advertising and how clients can derive incremental value from the investment they’re already making in survey-based research.
"Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 ChicagoTim Hayden
Presentation used in Chicago on 10/5/2011 for Bricks and Mobile 2011 (Thanks, Kelly!). "Engaging the Consumer On-the-Go" with Scott Forshay of Morpheus/CREATETHE GROUP, Tim Hayden of 44Doors, Tom Nawara of Acquity Group, and Suhail Pothigara of Macy's.
Mobile Usage In Australia: A Sensis PerspectiveLisa Collins
Sensis’ experience of its successful foray into the mobile space was presented at the recent Digitech conference in Sydney. Mobile’s unique ability to connect businesses with consumers has been expounded upon frequently over the past few years, but it’s really in 2012 that we’re finally seeing the much heralded tipping point in terms of usage. Sensis’ mobile portfolio continues to see outstanding growth and in May 2010 it saw 3 million visits during the course of the month.
Today’s defining problem is simplifying choice. Research proves that with limited but relevant options, people make easier, more satisfying decisions. Choice Engines make this happen by using the power of data...
Digital ecosystem: how to manage your paid, owned and earned mediaReading Room Singapore
What is a digital ecosystem? Learn how to manage your digital resources – owned media (such as your website), earned media (such as social engagement), down to paid media (print or online advertisements).
This slideshow will take you through:
• Types of media
• What is a customer experience ecosystem?
• How do I create a customer experience ecosystem?
• How to test, learn and evolve
• Understanding your customers
• Some questions to get you thinking about your brand and situation
Happy reading! If you have any questions or would like to know more, please get in touch with Reading Room.
The New Research Paradigm: More Show and Less TellRay Poynter
In today’s disrupted world, researchers must re-think their solutions – especially in terms of how they can get closer to consumers to gather more accurate information and to deliver deeper insights.The good news is that there are many opportunities to develop more consumer-centric research that shows us what consumers are doing (behavior-based) instead of relying on them to tell us about it (recall-based).We will present 3 research approaches that are more show and less tell:
• Metaphor elicitation that capture motivations in a more intuitive, System 1 way.
• New technologies that capture consumers in real-life and real-time
• Video capture to reveal behaviors and emotions.
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Brighton SEO Mobile Marketing in the Age of 5GJon Hibbitt
A look into the future and how 5G will make mobile the primary digital marketing device with some ideas on opportunities 5G presents. BrightonSEO talk 18th September 2015.
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Zero to Full-Blown mCommerce by Rob Roy, Head of Digital for Time Warner CableRob Roy
Rob Roy GVP of timewarnercable.com shows how Time Warner Cable went from Zero to Full-Blown mCommerce and mobile became a big part of their sales channel mix. Rob also outlines TWC's future in mobile with Responsive Design and Google Enhanced Campaigns. Rob presented mediapost.
mobile marketing is the now and the future.
People respond within 4 minutes to any mobile message. Mobile marketing is a complete system and not just text marketing
In this presentation, Saksham introduces the topic of SMAC, trends and real life examples of deployment of the SMAC stack. His interest area is predictive analytics.
In this presentation, Vighnesh introduces the concept of SMAC and associated trends.His interest lies data analytics and data mining where he wants to work on a recommendation engine.
Digital ecosystem: how to manage your paid, owned and earned mediaReading Room Singapore
What is a digital ecosystem? Learn how to manage your digital resources – owned media (such as your website), earned media (such as social engagement), down to paid media (print or online advertisements).
This slideshow will take you through:
• Types of media
• What is a customer experience ecosystem?
• How do I create a customer experience ecosystem?
• How to test, learn and evolve
• Understanding your customers
• Some questions to get you thinking about your brand and situation
Happy reading! If you have any questions or would like to know more, please get in touch with Reading Room.
The New Research Paradigm: More Show and Less TellRay Poynter
In today’s disrupted world, researchers must re-think their solutions – especially in terms of how they can get closer to consumers to gather more accurate information and to deliver deeper insights.The good news is that there are many opportunities to develop more consumer-centric research that shows us what consumers are doing (behavior-based) instead of relying on them to tell us about it (recall-based).We will present 3 research approaches that are more show and less tell:
• Metaphor elicitation that capture motivations in a more intuitive, System 1 way.
• New technologies that capture consumers in real-life and real-time
• Video capture to reveal behaviors and emotions.
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Brighton SEO Mobile Marketing in the Age of 5GJon Hibbitt
A look into the future and how 5G will make mobile the primary digital marketing device with some ideas on opportunities 5G presents. BrightonSEO talk 18th September 2015.
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Zero to Full-Blown mCommerce by Rob Roy, Head of Digital for Time Warner CableRob Roy
Rob Roy GVP of timewarnercable.com shows how Time Warner Cable went from Zero to Full-Blown mCommerce and mobile became a big part of their sales channel mix. Rob also outlines TWC's future in mobile with Responsive Design and Google Enhanced Campaigns. Rob presented mediapost.
mobile marketing is the now and the future.
People respond within 4 minutes to any mobile message. Mobile marketing is a complete system and not just text marketing
In this presentation, Saksham introduces the topic of SMAC, trends and real life examples of deployment of the SMAC stack. His interest area is predictive analytics.
In this presentation, Vighnesh introduces the concept of SMAC and associated trends.His interest lies data analytics and data mining where he wants to work on a recommendation engine.
In this presentation, Achyuth introduces SMAC and associated trends. Achyuth opines that Analytics is the brain that enabled SMAC to happen and he wants to develop a solution to help Small and Medium businesses to have their own analytics brain.
UNLOCK YOUR DIGITAL VALUE POTENTIAL - BOOZ DIGITAL AMSTERDAM 2013Femke-Anna van Zanten
Most players see digital as incremental instead of transformative. Digital is not just an add-on, and as such, incremental steps will not be enough. Re-imagining in a broader context is key. Learn here how to Re-imagine your business, and create Digital Value: new insights, frameworks and case examples.
Consumers demand brands that are always open and always available. Integrating mobile communications into your marketing mix gives customers a brand they can connect with anytime, any place. By fully embracing mobile, your brand can:
- Drive a constant dialogue
- Create effective cross-channel program management
- Deliver new customer connection opportunities
- Extend existing relationships
In this presentation, Vinay introduces the concept of SMAC and associated trends. Vinay's interest lies in social network analysis to categorize customers and recommend product and services based on segmentation.
Will 2015 be the year of wearables? Will Apple Pay succeed? Why are enterprise apps getting more expensive and complex? What's happening with Big data? How should developers treat phablets?
Every year we analyse and summarise the key mobile trends for the following year and share with customers and partners. The main objective is to keep you up to date on what’s going on and give you insights into what these trends may mean for you. Last year our mobility predictions and UX/UI trend presentations were used in hundreds of workshops, lectures and jointly got more than 100,000 views on Slideshare.
The Top 10 Mobile Trends for 2015 are more exciting than ever as we are experiencing explosive growth in almost every area including mobile usage (apps and web), mobile commerce, payments, enterprise apps, Internet of Things, wearables, nearables (sensors) and invincibles, data driven mobile services (big data), mobility in healthcare, omni-channel retail and innovations in mobile application development.
In this presentation, Ankit introduces SMAC and associated trends. Ankit's interest area lies in Big Data Analysis which he wants to use to predict Denial of Service attacks and protect services such as social networks.
Every six months, SapientNitro's Research & Insights team identifies a set of digital trends shaping the marketing landscape.
This is the public version of these trends, which are shared with clients and our 11,000 employees.
From native advertising to shopping-in-increments, this presentation reveals key consumer behavior trends shaping the marketing landscape for Fortune 500 companies.
Similar to Mary Meeker, we attempt to highlight the current state, and point towards a vision of the future.
If you'd like to talk more about these and other insights, feel free to reach out to Hilding Anderson on twitter or LinkedIn.
Thank you.
The digital and social media trends to watch. 2015 and beyond seminar: are yo...CharityComms
Ashley Friedlein, CEO, Econsultancy
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Performics & ZenithOptimedia: Driving ROI through Smarter Use of MobilePerformics
Best practices for creating engaging mobile experiences (on-site (e.g. landing pages, apps) and off-site (e.g. search, social and display advertising)), and measuring the impact of mobile: across devices and digital-to-store from the performance marketing experts.
In this presentation, Shailendra introduces SMAC and associated trends. His interest area lies in Big Data Analytics where he wants information search to be possible in the most efficient way.
In this presentation, Ankit introduces SMAC and associated trends. Ankit's interest area lies in Big Data Analysis which he wants to in interesting applications in the healthcare space, one of the interesting examples he suggests is to find the correlation between treatment and cure.
In this presentation, Sumit introduces IoT and associated trends. Sumit's interest area lies in enabking physical-digital communication that is independent of physical location
In this presentation, Pawan discusses approaches for home automation and smart grid. His interest areas lie in implementing cloud server systems to monitor appliances and providing security for the same.
In this presentation, Ayush introduces IoT and associated trends. Ayush wants to work on the standardization part of IoT and as an example he talks about Constrained Application Protocol (CoAP).
In this presentation, Sairaju introduces SMAC and associated trends. Sai is currently working on a project on encryption of data in cloud and his interest area is in the related field of securing cloud infrastructure.
In this presentation, Melissa introduces IoT and associated trends. In Melissa's own words, "I would like to work on networking related to Ipv6 and designing network architecture for IPv6 and IPv6 Dual Stack for Broadband Edge"
In this presentation, Kushagra introduces IoT and associated trends. Kushagra wants to use his programming and mobile application development skills to intgrate AI to IoT and develop healthcare applications.
In this presentation, Shivani introduces IoT and associated trends. Shivani describes what seems like a very interesting future to have with mobile as the gateway to a smart home.
In this presentation, Sravani introduces SMAC and associated trends. Having already developed mobile applications using IBM’s BlueMix, Sravani's interest areas lie in the same domain along with Big Data Analytics.
In this presentation, Prateek introduces what he calls "Internet of Everything" and talks about building IoT applications that aid in water/energy conservation.
In this presentation, Sushmitha introduces IoT and associated trends. Sushmitha is interested in cloud computing which is one of the enablers of IoT. She also talks about fog computing which uses challenge questions for access control.
In this presentation, Surbhi introduces IoT and associated trends. Surbhi is interested in IoT applications in the health monitoring space where health is monitored real time using sensors and data is transmitted to doctors.
In this presentation, Vijaya introduces IoT and associated trends. Vijaya is interested in sensors and their applications in the home automation space.
In this presentation, Smriti introduces IoT and associated trends. Smriti talks about an innovative ides that uses IoT services and cloud application to check the health of laptop and automates messages to both the service centres and the owner.
In this presentation, Praneeth introduces IoT and associated trends. Praneeth is interested in IoT applications in home automation space and he also has several ideas WRT to water management and transport management using IoT applications.
In this presentation, Harmish introduces SMAC and associated trends. Harmish is interested in enterprise mobile applications where his focus area is the user experience.
In this presentation, Anil introduces automation and associated trends. Having attended workshops in automation testing space, his interest area lies in that domain.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Elevating Tactical DDD Patterns Through Object Calisthenics
SMAC
1.
2. SMAC Social Mobile Analytics Cloud is the mix of four super
successful technologies viz. social media, mobile, analytics
and cloud sought to increase business productivity
manifolds.
Data that is being created by mobile devices, sensors, social
media, and website browsing is creating new business
models built upon customer-generated data.
Social media takes business deep into the customers and
social data is a credible source on which organizations can
rely on to make decisions.
SMAC – THE GAME CHANGER
3. Continued…
Mobile devices will replace the pc as end user devices. In
five years time people will buy on mobile channel rather
than pc internet channel or store channel.
Coming to Cloud and Analytics consider the fact that more
the data and more is the ease of accessibility, more is the
productivity and success.
“The guy with the most data wins.” - Tim O’Reilly (Founder, O'Reilly Media)
“We don’t have better algorithms. We just have more data.” – Peter Norvig (Director
of Research, Google)
4. SMAC these days…
E-commerce:
When consumers search or buy something at any e-tailor, he is
given options to share among his friends through social media.
Search and share patterns are analysed well and useful
recommendations appear on most of the websites he visits.
Online TV series:
Viewer’s playlist is analysed thoroughly and recommendations
generated.
Even prompted to share in social media to increase publicity
and gather more data for recommendation algorithms.
5. Trends
The recent trend in this approach is the increase in
the number of smartphones as end user devices.
Cloud on top added to the flexibility and versatility of
mobile apps changed the way customers interact
with firms.
Taking an example, Recent studies suggest that 90%
of the traffic for a top online fashion brand in India is
via Mobile app.
6. Given an opportunity , I would like to work on the
mobile development and recommendation
generating algorithms for a rich user experience.
Useful recommendation generation coupled with a
rich versatile mobile user experience will turn stones
over.
Areas of Interest