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• Blog series part 1 : How to use Matomo to increase customer acquisitions for your business

  2 septembre 2020, par Joselyn Khor — Analytics Tips, Marketing
  Are you investing time and money into marketing your business and unsure if it’s paying off ? Web analytics provides the tools and insights to help you know which marketing channels to target and focus on. Without it you might be going in blind and missing opportunities that might’ve been easily found in your metrics.

  Increasing acquisition cheat sheet

  To increase customer acquisition on your website you need to first attract the right visitors to your website. Then capturing their attention and engaging them in your content. Finally you’ll want to convert by driving them through a streamlined funnel/buyer’s journey on your website all backed up by data.

  So, how do you attract audiences to your site with a web analytics tool like Matomo ?

  1. Figure out who your audience is through the Visitor Profiles feature. 
  2. Calculate the Cost of Customer Acquisition (CAC) to plan for growth. To grow and make your business/website sustainable, you’ll need to earn more money from a customer than you spend on acquiring them. How to calculate : Divide marketing spend by the number of customers acquired. 
  3. Figure out which marketing channels e.g., social media, PPC, SEO, content marketing, etc., you should invest more in and which of those you should focus less on.

  How to increase acquisitions with Matomo

  1. Use the Acquisitions feature
  2. Use funnels
  3. Study Visitor Profiles
  4. Focus on SEO efforts
  5. Look at the Multi Attribution feature
  6. Set goals
  7. Set Advanced eCommerce reporting

  1. Use the Acquisitions feature

  Matomo Analytics has a dedicated Acquisition feature to help with some of the heavy-lifting, making it easy for you to formulate targeted acquisition plans.

  

  This feature helps you learn who your potential customers are and figure out what marketing channels are converting the best for these visitors.

  • Learn what traffic you get from external websites : Knowing who’s helping you succeed from external websites is a crucial step to be able to focus your attention. Paid sponsorships, guest blog posts or even spending more on advertising on the particular website could result in greater traffic.

  • Social Networks : See which social media channels are connecting with the audiences you want. Take the guesswork out by using only the ones you need. By finding out which social channels your ideal audience prefers, you can generate shareable, convincing and engaging content to drive shares and traffic through to your site.

  • Campaigns : Your marketing team may have spent precious time and resource coming up with campaigns that are designed to succeed, but how can you be so sure ? With Campaigns you can understand what marketing campaigns are working, what aren’t, and shift your marketing efforts accordingly to gain more visitors, more effectively, with less costs. Keep track of every ad and content piece you display across internal and external channels to see which is having the biggest impact on your business objectives. Learn more

  

  Watch this video to learn about the Acquisitions feature

  2. Use funnels

  Creating conversion funnels gives you the big picture on whether your acquisition plans are paying off and where they may be falling short.

  

  If the ultimate goal of your site is to drive conversions, then each funnel can tell you how effectively you’re driving traffic through to your desired outcome.

  By integrating this with Visitor Profiles, you can view historic visitor profiles of any individual user at any stage of the conversion funnel. You see the full user journey at an individual level, including where they entered the funnel from and where they exited. Learn more

  How to amplify acquisition strategies with Funnels : Use conversion funnels to guide acquisition as you can tell which entry point is bringing the most success and which one needs more attention. Tailor your strategies to zone in on areas that have the most potential. You can identify where your visitors are encountering obstacles from the start, that are stopping them from progressing through their journey on your site.

  3. Study Visitor Profiles

  Visitor Profiles helps you understand visitors on a user-by-user basis, detailing each visitors’ history into a profile which summarises every visit, action and purchase made.

  

  Better understand :

  • Why your visitors viewed your website.

  • Why your returning visitors continue to view your website.

  • What specifically your visitors are looking for and whether they found it on your website.

  The benefit is being able to see how a combination of acquisition channels play a part in a single buyer’s journey.

  How Visitor Profiles helps with acquisition : By understanding the full behavioural patterns of any individual user coming through from external channels, you’ll see the path that led them to take action, where they may have gotten lost, and how engaged they are with your business over time. This gives you an indication of what kinds of visitors you’re attracting and helps you craft a buyer persona that more accurately reflects the audience most interested in you.

  TRY IT FOR FREE

  4. Focus on SEO efforts

  Every acquisition plan needs a focus on maximising your Search Engine Optimization (SEO) efforts. When it comes to getting conclusive search engine referrer metrics, you need to be sure you’re getting ALL the insights to drive your SEO strategy.

  Integrate Google, Bing and Yahoo search consoles directly into your Matomo Analytics. This helps kickstart your acquisition goals as you rank highly for keywords that get the most traffic to your website.

  As another major SEO benefit, you can see how the most important search keywords to your business increased and decreased in ranking over time. 

  How to amplify acquisitions strategies with search engines and keywords : By staying on top of your competitors across ALL search engines, you may uncover traffic converting highly from one search engine, or find you could be losing traffic and business opportunities to your competitors across others.

  5. Look at the Multi Attribution feature

  Multi Attribution lets you measure the success of every touchpoint in the customer journey.

  

  Accurately measure (and assign value to) channels where visitors first engaged with your business, where they came from after that, as well as the final channel they came from before purchasing your product or service.

  No longer falsely over-estimate any marketing channel and make smarter decisions when determining acquisition spend to accurately calculate the Customer Acquisition Cost (CAC). Learn more

  6. Set your Goals

  What are the acquisition goals you want to achieve the most ? The Goals feature lets you measure the most important metrics you need to grow your business.

  

  Goals are crucial for building your marketing strategy and acquiring new customers. The more goals you track, the more you can learn about behavioural changes as you implement and modify paths that impact acquisition and conversions over time. You’ll understand which channels are converting the best for your business, which cities/countries are most popular, what devices will attract the most visitors and how engaged your visitors are before converting.

  This way you can see if your campaigns (SEO, PPC, signups, blogs etc.) or optimising efforts (A/B Testing, Funnels) have made an impact with the time and investment you have put in. Learn more

  7. Set Advanced Ecommence reporting

  If your website’s overall purpose is to generate revenue whether it be from an online store, asking for donations or from an online paid membership site ; the Ecommerce feature gives you comprehensive insights into your customers’ purchasing behaviours.

  

  When you use Ecommerce analytics, you heavily reduce risk when marketing your products to potential customers because you will understand who to target, what to target them with and where further opportunities exist to have the greatest impact for your business. Learn more

  Key takeaway

  Having the tools to ensure you’re creating a well planned acquisition strategy is key to attracting and capturing the attention of potential visitors/leads, and then driving them through a funnel/buyer’s journey on your website. Because of Matomo’s reputation as a trusted analytics platform, the features above can be used to assist you in making smarter data-driven decisions. You can pursue different acquisition avenues with confidence and create a strategy that’s agile and ready for success, all while respecting user privacy.

  TRY IT FOR FREE

  Want to learn how to increase engagement with Matomo ? Look out for part 2 ! We’ll go through how you can boost engagement on your website via web analytics.

• How to use web analytics to acquire new customers

  2 septembre 2020, par Joselyn Khor — Analytics Tips, Marketing
  Are you investing time and money into marketing your business and unsure if it’s paying off ? Web analytics provides the tools and insights to help you know which marketing channels to target and focus on. Without it you might be going in blind and missing opportunities that might’ve been easily found in your metrics.

  Attracting the right visitors to your website

  To help acquire new customer on your website, you firstly need to attract the right visitors to your website. Then capturing their attention and engaging them in your content. Finally you’ll want to convert by driving them through a streamlined funnel/buyer’s journey on your website all backed up by data.

  So, how do you attract audiences to your site with a web analytics tool like Matomo ?

  1. Figure out who your audience is through the Visitor Profiles feature. 
  2. Calculate the Cost of Customer Acquisition (CAC) to plan for growth. To grow and make your business/website sustainable, you’ll need to earn more money from a customer than you spend on acquiring them. How to calculate : Divide marketing spend by the number of customers acquired. 
  3. Figure out which marketing channels e.g., social media, PPC, SEO, content marketing, etc., you should invest more in and which of those you should focus less on.

  How Matomo helps businesses acquire new customers 

  1. Use the Acquisitions feature
  2. Use funnels
  3. Study Visitor Profiles
  4. Focus on SEO efforts
  5. Look at the Multi Attribution feature
  6. Set goals
  7. Set Advanced eCommerce reporting

  1. Use the Acquisitions feature

  Matomo Analytics has a dedicated Acquisition feature to help with some of the heavy-lifting, making it easy for you to formulate targeted acquisition plans.

  

  This feature helps you learn who your potential customers are and figure out what marketing channels are converting the best for these visitors.

  • Learn what traffic you get from external websites : Knowing who’s helping you succeed from external websites is a crucial step to be able to focus your attention. Paid sponsorships, guest blog posts or even spending more on advertising on the particular website could result in greater traffic.

  • Social Networks : See which social media channels are connecting with the audiences you want. Take the guesswork out by using only the ones you need. By finding out which social channels your ideal audience prefers, you can generate shareable, convincing and engaging content to drive shares and traffic through to your site.

  • Campaigns : Your marketing team may have spent precious time and resource coming up with campaigns that are designed to succeed, but how can you be so sure ? With Campaigns you can understand what marketing campaigns are working, what aren’t, and shift your marketing efforts accordingly to gain more visitors, more effectively, with less costs. Keep track of every ad and content piece you display across internal and external channels to see which is having the biggest impact on your business objectives. Learn more

  

  Watch this video to learn about the Acquisitions feature

  2. Use funnels

  Creating conversion funnels gives you the big picture on whether your acquisition plans are paying off and where they may be falling short.

  

  If the ultimate goal of your site is to drive conversions, then each funnel can tell you how effectively you’re driving traffic through to your desired outcome.

  By integrating this with Visitor Profiles, you can view historic visitor profiles of any individual user at any stage of the conversion funnel. You see the full user journey at an individual level, including where they entered the funnel from and where they exited. Learn more

  How to amplify acquisition strategies with Funnels : Use conversion funnels to guide acquisition as you can tell which entry point is bringing the most success and which one needs more attention. Tailor your strategies to zone in on areas that have the most potential. You can identify where your visitors are encountering obstacles from the start, that are stopping them from progressing through their journey on your site.

  3. Study Visitor Profiles

  Visitor Profiles helps you understand visitors on a user-by-user basis, detailing each visitors’ history into a profile which summarises every visit, action and purchase made.

  

  Better understand :

  • Why your visitors viewed your website.

  • Why your returning visitors continue to view your website.

  • What specifically your visitors are looking for and whether they found it on your website.

  The benefit is being able to see how a combination of acquisition channels play a part in a single buyer’s journey.

  How Visitor Profiles helps with acquisition : By understanding the full behavioural patterns of any individual user coming through from external channels, you’ll see the path that led them to take action, where they may have gotten lost, and how engaged they are with your business over time. This gives you an indication of what kinds of visitors you’re attracting and helps you craft a buyer persona that more accurately reflects the audience most interested in you.

  TRY IT FOR FREE

  4. Focus on SEO efforts

  Every acquisition plan needs a focus on maximising your Search Engine Optimization (SEO) efforts. When it comes to getting conclusive search engine referrer metrics, you need to be sure you’re getting ALL the insights to drive your SEO strategy.

  Integrate Google, Bing and Yahoo search consoles directly into your Matomo Analytics. This helps kickstart your acquisition goals as you rank highly for keywords that get the most traffic to your website.

  As another major SEO benefit, you can see how the most important search keywords to your business increased and decreased in ranking over time. 

  How to amplify acquisitions strategies with search engines and keywords : By staying on top of your competitors across ALL search engines, you may uncover traffic converting highly from one search engine, or find you could be losing traffic and business opportunities to your competitors across others.

  5. Look at the Multi Attribution feature

  Multi Attribution lets you measure the success of every touchpoint in the customer journey.

  

  Accurately measure (and assign value to) channels where visitors first engaged with your business, where they came from after that, as well as the final channel they came from before purchasing your product or service.

  No longer falsely over-estimate any marketing channel and make smarter decisions when determining acquisition spend to accurately calculate the Customer Acquisition Cost (CAC). Learn more

  6. Set your Goals

  What are the acquisition goals you want to achieve the most ? The Goals feature lets you measure the most important metrics you need to grow your business.

  

  Goals are crucial for building your marketing strategy and acquiring new customers. The more goals you track, the more you can learn about behavioural changes as you implement and modify paths that impact acquisition and conversions over time. You’ll understand which channels are converting the best for your business, which cities/countries are most popular, what devices will attract the most visitors and how engaged your visitors are before converting.

  This way you can see if your campaigns (SEO, PPC, signups, blogs etc.) or optimising efforts (A/B Testing, Funnels) have made an impact with the time and investment you have put in. Learn more

  7. Set Advanced Ecommence reporting

  If your website’s overall purpose is to generate revenue whether it be from an online store, asking for donations or from an online paid membership site ; the Ecommerce feature gives you comprehensive insights into your customers’ purchasing behaviours.

  

  When you use Ecommerce analytics, you heavily reduce risk when marketing your products to potential customers because you will understand who to target, what to target them with and where further opportunities exist to have the greatest impact for your business. Learn more

  Key takeaway

  Having the tools to ensure you’re creating a well planned acquisition strategy is key to attracting and capturing the attention of potential visitors/leads, and then driving them through a funnel/buyer’s journey on your website. Because of Matomo’s reputation as a trusted analytics platform, the features above can be used to assist you in making smarter data-driven decisions. You can pursue different acquisition avenues with confidence and create a strategy that’s agile and ready for success, all while respecting user privacy.

  TRY IT FOR FREE

  Want to learn how to increase engagement with Matomo ? Click here. We’ll go through how you can boost engagement on your website via web analytics.

• Benefits and Shortcomings of Multi-Touch Attribution

  13 mars 2023, par Erin — Analytics Tips

  Few sales happen instantly. Consumers take their time to discover, evaluate and become convinced to go with your offer. 

  Multi-channel attribution (also known as multi-touch attribution or MTA) helps businesses better understand which marketing tactics impact consumers’ decisions at different stages of their buying journey. Then double down on what’s working to secure more sales. 

  Unlike standard analytics, multi-channel modelling combines data from various channels to determine their cumulative and independent impact on your conversion rates. 

  The main benefit of multi-touch attribution is obvious : See top-performing channels, as well as those involved in assisted conversions. The drawback of multi-touch attribution : It comes with a more complex setup process. 

  If you’re on the fence about getting started with multi-touch attribution, here’s a summary of the main arguments for and against it. 

  What Are the Benefits of Multi-Touch Attribution ?

  Remember an old parable of blind men and an elephant ?

  Each one touched the elephant and drew conclusions about how it might look. The group ended up with different perceptions of the animal and thought the others were lying…until they decided to work together on establishing the truth.

  Multi-channel analytics works in a similar way : It reconciles data from various channels and campaign types into one complete picture. So that you can get aligned on the efficacy of different campaign types and gain some other benefits too. 

  Better Understanding of Customer Journeys 

  On average, it takes 8 interactions with a prospect to generate a conversion. These interactions happen in three stages : 

  • Awareness : You need to introduce your company to the target buyers and pique their interest in your solution (top-of-the-funnel). 
  • Consideration : The next step is to channel this casual interest into deliberate research and evaluation of your offer (middle-of-the-funnel). 
  • Decision : Finally, you need to get the buyer to commit to your offer and close the deal (bottom-of-the-funnel). 

  You can analyse funnels using various attribution models — last-click, fist-click, position-based attribution, etc. Each model, however, will spotlight the different element(s) of your sales funnel. 

  For example, a single-touch attribution model like last-click zooms in on the bottom-of-the-funnel stage. You can evaluate which channels (or on-site elements) sealed the deal for the prospect. For example, a site visitor arrived from an affiliate link and started a free trial. In this case, the affiliate (referral traffic) gets 100% credit for the conversion. 

  This measurement tactic, however, doesn’t show which channels brought the customer to the very bottom of your funnel. For instance, they may have interacted with a social media post, your landing pages or a banner ad before that. 

  Multi-touch attribution modelling takes funnel analysis a notch further. In this case, you map more steps in the customer journey — actions, events, and pages that triggered a visitor’s decision to convert — in your website analytics tool.

  

  Then, select a multi-touch attribution model, which provides more backward visibility aka allows you to track more than one channel, preceding the conversion. 

  For example, a Position Based attribution model reports back on all interactions a site visitor had between their first visit and conversion. 

  A prospect first lands at your website via search results (Search traffic), which gets a 40% credit in this model. Two days later, the same person discovers a mention of your website on another blog and visits again (Referral traffic). This time, they save the page as a bookmark and revisit it again in two more days (Direct traffic). Each of these channels will get a 10% credit. A week later, the prospect lands again on your site via Twitter (Social) and makes a request for a demo. Social would then receive a 40% credit for this conversion. Last-click would have only credited social media and first-click — search engines. 

  The bottom line : Multi-channel attribution models show how different channels (and marketing tactics) contribute to conversions at different stages of the customer journey. Without it, you get an incomplete picture.

  Improved Budget Allocation 

  Understanding causal relationships between marketing activities and conversion rates can help you optimise your budgets.

  First-click/last-click attribution models emphasise the role of one channel. This can prompt you toward the wrong conclusions. 

  For instance, your Facebook ads campaigns do great according to a first-touch model. So you decide to increase the budget. What you might be missing though is that you could have an even higher conversion rate and revenue if you fix “funnel leaks” — address high drop-off rates during checkout, improve page layout and address other possible reasons for exiting the page.

  

  By knowing when and why people abandon their purchase journey, you can improve your marketing velocity (aka the speed of seeing the campaign results) and your marketing costs (aka the budgets you allocate toward different assets, touchpoints and campaign types). 

  Or as one of the godfathers of marketing technology, Dan McGaw, explained in a webinar :

  “Once you have a multi-touch attribution model, you [can] actually know the return on ad spend on a per-campaign basis. Sometimes, you can get it down to keywords. Sometimes, you can get down to all kinds of other information, but you start to realise, “Oh, this campaign sucks. I should shut this off.” And then really, that’s what it’s about. It’s seeing those campaigns that suck and turning them off and then taking that budget and putting it into the campaigns that are working”.

  More Accurate Measurements 

  The big boon of multi-channel marketing attribution is that you can zoom in on various elements of your funnel and gain granular data on the asset’s performance. 

  In other words : You get more accurate insights into the different elements involved in customer journeys. But for accurate analytics measurements, you must configure accurate tracking. 

  Define your objectives first : How do you want a multi-touch attribution tool to help you ? Multi-channel attribution analysis helps you answer important questions such as :

  • How many touchpoints are involved in the conversions ? 
  • How long does it take for a lead to convert on average ? 
  • When and where do different audience groups convert ? 
  • What is your average win rate for different types of campaigns ?

  Your objectives will dictate which multi-channel modelling approach will work best for your business — as well as the data you’ll need to collect. 

  At the highest level, you need to collect two data points :

  • Conversions : Desired actions from your prospects — a sale, a newsletter subscription, a form submission, etc. Record them as tracked Goals. 
  • Touchpoints : Specific interactions between your brand and targets — specific page visits, referral traffic from a particular marketing channel, etc. Record them as tracked Events. 

  Your attribution modelling software will then establish correlation patterns between actions (conversions) and assets (touchpoints), which triggered them. 

  The accuracy of these measurements, however, will depend on the quality of data and the type of attribution modelling used. 

  Data quality stands for your ability to procure accurate, complete and comprehensive information from various touchpoints. For instance, some data won’t be available if the user rejected a cookie consent banner (unless you’re using a privacy-focused web analytics tool like Matomo). 

  Different attribution modelling techniques come with inherent shortcomings too as they don’t accurately represent the average sales cycle length or track visitor-level data, which allows you to understand which customer segments convert best.

  Learn more about selecting the optimal multi-channel attribution model for your business.

  What Are the Limitations of Multi-Touch Attribution ?

  Overall, multi-touch attribution offers a more comprehensive view of the conversion paths. However, each attribution model (except for custom ones) comes with inherent assumptions about the contribution of different channels (e.g,. 25%-25%-25%-25% in linear attribution or 40%-10%-10%-40% in position-based attribution). These conversion credit allocations may not accurately represent the realities of your industry. 

  Also, most attribution models don’t reflect incremental revenue you gain from existing customers, which aren’t converting through analysed channels. For example, account upgrades to a higher tier, triggered via an in-app offer. Or warranty upsell, made via a marketing email. 

  In addition, you should keep in mind several other limitations of multi-touch attribution software.

  Limited Marketing Mix Analysis 

  Multi-touch attribution tools work in conjunction with your website analytics app (as they draw most data from it). Because of that, such models inherit the same visibility into your marketing mix — a combo of tactics you use to influence consumer decisions.

  Multi-touch attribution tools cannot evaluate the impact of :

  • Dark social channels 
  • Word-of-mouth 
  • Offline promotional events
  • TV or out-of-home ad campaigns 

  If you want to incorporate this data into your multi-attribution reporting, you’ll have to procure extra data from other systems — CRM, ad measurement partners, etc, — and create complex custom analytics models for its evaluation.

  Time-Based Constraints 

  Most analytics apps provide a maximum 90-day lookback window for attribution. This can be short for companies with longer sales cycles. 

  

  Marketing channels can be overlooked or underappreciated when your attribution window is too short. Because of that, you may curtail spending on brand awareness campaigns, which, in turn, will reduce the number of people entering the later stages of your funnel. 

  At the same time, many businesses would also want to track a look-forward window — the revenue you’ll get from one customer over their lifetime. In this case, not all tools may allow you to capture accurate information on repeat conversions — through re-purchases, account tier updates, add-ons, upsells, etc. 

  Again, to get an accurate picture you’ll need to understand how far into the future you should track conversions. Will you only record your first sales as a revenue number or monitor customer lifetime value (CLV) over 3, 6 or 12 months ? 

  The latter is more challenging to do. But CLV data can add another depth of dimension to your modelling accuracy. With Matomo, you set up this type of tracking by using our visitors’ tracking feature. We can help you track select visitors with known identifiers (e.g. name or email address) to discover their visiting patterns over time. 

  

  Limited Access to Raw Data 

  In web analytics, raw data stands for unprocessed website visitor information, stripped from any filters, segmentation or sampling applied. 

  Data sampling is a practice of analysing data subsets (instead of complete records) to extrapolate findings towards the entire data set. Google Analytics 4 applies data sampling once you hit over 500k sessions at the property level. So instead of accurate, real-life reporting, you receive approximations, generated by machine learning models. Data sampling is one of the main reasons behind Google Analytics’ accuracy issues. 

  In multi-channel attribution modelling, usage of sampled data creates further inconsistencies between the reports and the actual state of affairs. For instance, if your website generates 5 million page views, GA multi-touch analytical reports are based on the 500K sample size aka only 90% of the collected information. This hardly represents the real effect of all marketing channels and can lead to subpar decision-making. 

  With Matomo, the above is never an issue. We don’t apply data sampling to any websites (no matter the volume of traffic) and generate all the reports, including multi-channel attribution ones, based on 100% real user data. 

  AI Application 

  On the other hand, websites with smaller traffic volumes often have limited sampling datasets for building attribution models. Some tracking data may also be not available because the visitor rejected a cookie banner, for instance. On average, less than 50% of users in Australia, France, Germany, Denmark and the US among other countries always consent to all cookies. 

  To compensate for such scenarios, some multi-touch attribution solutions apply AI algorithms to “fill in the blanks”, which impacts the reporting accuracy. Once again, you get approximate data of what probably happened. However, Matomo is legally exempt from showing a cookie consent banner in most EU markets. Meaning you can collect 100% accurate data to make data-driven decisions.

  Difficult Technical Implementation 

  Ever since attribution modelling got traction in digital marketing, more and more tools started to emerge.

  

  Most web analytics apps include multi-touch attribution reports. Then there are standalone multi-channel attribution platforms, offering extra features for conversion rate optimization, offline channel tracking, data-driven custom modelling, etc. 

  Most advanced solutions aren’t available out of the box. Instead, you have to install several applications, configure integrations with requested data sources, and then use the provided interfaces to code together custom data models. Such solutions are great if you have a technical marketer or a data science team. But a steep learning curve and high setup costs make them less attractive for smaller teams. 

  Conclusion 

  Multi-touch attribution modelling lifts the curtain in more steps, involved in various customer journeys. By understanding which touchpoints contribute to conversions, you can better plan your campaign types and budget allocations. 

  That said, to benefit from multi-touch attribution modelling, marketers also need to do the preliminary work : Determine the key goals, set up event and conversion tracking, and then — select the optimal attribution model type and tool. 

  Matomo combines simplicity with sophistication. We provide marketers with familiar, intuitive interfaces for setting up conversion tracking across the funnel. Then generate attribution reports, based on 100% accurate data (without any sampling or “guesstimation” applied). You can also get access to raw analytics data to create custom attribution models or plug it into another tool ! 

  Start using accurate, easy-to-use multi-channel attribution with Matomo. Start your free 21-day trial now. No credit card requried.