Name: Securing Diverse Data in Key Sectors: Insights on Unstructured Data Protection in Healthcare, Financial Services & SLED
Uploaded: 2025-07-09T17:30:53.643Z
Duration: 39 min 30 s
Description: Securing Diverse Data in Key Sectors: Insights on Unstructured Data Protection in Healthcare, Financial Services & SLED

Transcript for "Securing Diverse Data in Key Sectors: Insights on Unstructured Data Protection in Healthcare, Financial Services & SLED": join? Okay. Well, I appreciate everyone taking the time. My name is Chris Burke. I've been at Rubrik for about three and a half years. I came to Rubrik specifically for what they're what what the company has built and what they're doing around unstructured data protection. My career has been in unstructured data for past, eight, nine years. And through that, I've seen, the challenges that persist around managing, protecting, moving, all the above around unstructured data. So, please feel free to ask me any question. I'll kinda go through my story and go through, sort of Rubrik, how it pertains, and then also we're going to demo as well. So let's get to it. Alright. If anyone has been around on structured data, they understand that back in the nineteen nineties, two thousands is it wasn't a lot. Like, one terabyte, 500 gigs was a lot of data. And then through new applications, new workflows, new type of businesses that thrived off the unstructured data data produced, whether it's health care images, whether it's sensor data, whether it's financial records or check images, all that data started going through the roof. And with that data, took us from terabytes to petabytes of data. Now we're seeing with AIML models, being the exabyte scale. And so with this data growing, we're seeing challenges around if it's growing and it adds value to my business, I do I wanna protect it? Can I protect it? What should be protected? Like, all these questions are just lacking answers that we're seeing in the market today. So when, we look at the landscape, it's very simple. There's a lot of data, a lot of structured data that's growing. It's growing it's gonna be right now 90% of all the data in the world. And of the of that data, it's very much sensitive information. And sensitive is a relative term. Because sensitive to each stable government, to each healthcare organization, to financial services, to the entertainment companies, it's sensitive to them and to their business. They're stealing such information, credit card numbers, social security numbers, addresses. However, there's sends information to the organization that's their IP. That's valuable for them. And the challenge is no one knows where that where those sensitive data files are in this mass amount of unstructured data. So we look at where it lives, unstructured data, again, very simply is everywhere. And so whether it's your banking data, those research studies, whether it's if I go to a hospital, I need a x-ray done, that image, unstructured data. That needs to be kept for the life of the patient. And if every time I come back with that patient, if they don't have that data, they can't bill insurance, They can't, take my form in the first place. So it becomes critical to that organization. And what we don't talk about is like the actual IP organizations have when they create new products, create new technologies, all the coding and data, it's unstructured data and that's valuable organization. If they have a way to store it, they are looking for a way to protect it, what we're seeing in the market today. So if I look at double click down the state of stable government, you see where unstructured data could live. Is it gonna be petabytes in everything, every area? No. But culmination across all different departments is gonna be unsearchable data that's valued to an organization. And central IT teams or the governing bodies to secure the data have challenges understanding what data lives in all these different silos across one different one different vertical or one different business unit of a larger entity. And so when I talk about just the file shares, that is critical data for those departments. Is it sensitive information? Eventually not. But it's valuable to organization organization to keep on running. Health and human services, all those patient records, that is critical organization. Tax and revenue, valuable to the organization and how they maintain, store, and can recover that data in the need the need for it. So we look at I'll stop there. So what I wanna get into first is there's a lot of unstructured data. It's valuable to organizations across every vertical. And because of the scale of it, because of the value that it has, customers now looking to protect this data. And so simply, let's look at let's protect this data. And by protect, I mean, have a a true cyber resilient, immutable backup copy of this data. Now having a replicated copy is great, but that does not solve the need for a ransomware or cyber event, cyber secured copy of data. So if we look at the standard, global industry standard that's been out for twenty years, it's the three two one backup rule. You need to maintain three copies of data across two separate locations and then at least one copy off-site. Pretty simple. And so when I look at unstructured data due to this the amount of data that, exists and the locations in the silos, what I'm seeing, like, through customers talking to them, it's not three two one, it's two two zero. And so I asked there, why is it two two zero? Because backing up billions of files and petabytes of data across disparate systems across multiple locations is really tough. And so a lot of customers, a lot of OEMs say, you know what? You have one storage. Let's get another one over there and sell it to you. That does not solve the cyber problem. And so I I honestly feel a lot of customers have really like, they've tried to do it with tape backups. They try to do it with other other technologies about five, six years ago. They've kinda given up. They've given up the sense because it's too tough and there hasn't been a technology that could achieve the speed to back up petabytes of data or to, like, ensure a clean copy of its recoverable app or ransomware attack. And so if they haven't found that, most customers don't know it exists, and they're looking for something. I have this customer that had three different spirit systems, an Isilon, a NetApp, and a QEMO. And when they when they get to the technology to talk, get to the technology that we're gonna talk about, like, this is the like, verbatim, I've been looking for something like this for seven years. I haven't been able to find something. This is the only technology that could back up and ensure the recovery of my data. And that that's not the only story. I've been hearing this multiple customers. So being that it's two two zero, we don't have backup, it's like why don't backup? Well, because let's look at what's what's been out there. And so the option one is a legacy backup vendor. This beautiful protocol was created MDMP back in 1995. It has not changed since. If you have 50 terabytes, MDMP is probably a great option. If you're seeing the scale and the growth of structure of your unstructured data, like, like, keep on like, continue to rise, it's not the it's not what it's gonna need. And you can see it because you have failed backups. You have multiple, like, full backups you have to run. You have backup times taking thirty days to complete a single incremental backup. Now that does not meet the business requirements of having a clean copy of data at any point, nor does it make it easy to recover that data because it's slow. When I talk about the first option seven years ago, that was NDMP because they value the unsearch data. Where people are seeing next is because they gave up. Because they gave up and they know what to do. They listen to their OEM vendors, so they're using the next best option, Snap and Replication. Now I I work at Rubrik and we sell cyber recovery platforms. Now I will never say Snap and Replicate is a bad, bad setup or a wrong way to do anything. I encourage customers to have a copy of the data and replicate it across, multiple regions. That's that two that of the three two one, that's at two different locations. Now this is a perfect and the best way to have a disaster and have your data available in a higher available zone, but also in native format as well too. Now the challenge I have with this is that it's the same code base, same credentials. If they plug into one, they can just access the the system on the other side regardless if it's immutable. And then when you have that, you're not having a true cyber resilience, how, like, process to recover that data. And so if you look at it, if you were hit with data, you're hit with attack, and they get in your production file system or object storage, and they they go in, they navigate the other side, like, how daunting, how challenging it would be to look through every single snapshot you have. You can't do it. Except billions of snap millions of snapshots across different times. You don't know where the ransomware attack is. You don't know where the bad actors. You don't know what malware they place in that environment. And so the need for that true purpose built, true severability backup still is out there that we're not seeing today until now. So when we look at the business financial and operational risks, like, simply, these are what we're seeing. So the visibility side, like, do you think your data's admission critical? Could be, could not be. Do you know the types of data that you have? Whether it's financial records, whether it's whether it's health patient information. And do you know how to manage this data across multiple different disparate platforms and in your archive as well too? And so when we look at this, like, the integrity, it's like, do you know if you can recover this data? Well, you can just snap and replicate the data. It's not in our opinion, it's not a true backup. And if you use an NDMP, do you know how how fast you can recover it? Probably not. And, like, are you meeting the compliance requirements for your industry and vertical that the business is set to recover this data? It's a question that we're not sure. And what type of lift will that put on your business and organization to recover this data in the need of it? And then we look at the sprawl. And so when we see multiple views, if I take the take the for example, a large organization with thousands of employees that does multiple manufacturing, logistics, they that and they software development. Each one of those different business units is gonna have different storages that they're gonna use to develop product to manage their infrastructure. And so if you have a governing IT body that wants to protect all this data, it's challenging to have multiple different disparate platforms. And so the governing IT body would love to know where the sensitive data is. Who's exported Excel a spreadsheet from a SaaS application put on their desktop? I know I have. And that is technically sensitive information that's now on the open open public network. And organizations large large organizations struggle to find, to find the need or the way to patrol this. So reality is challenging. It's challenging. It's a lot of data. There's no protection. There's lost information. Has tremendous risk to the organization. And so Rubrik have to do things a little differently. Do things differently and so what is what do we see? So Rubrik Rubrik is a platform now. We started out as just a point product, but through the growth and going public, we have investments and now we've created a full platform where we look to protect the data, like the organization deems important across any different, on prem, cloud, SaaS, unstructured data, and then identity as well too. Now how we do that is with our Uber Security Cloud. So Uber Security Cloud is our manager of managers. It's our SaaS platform that really aggregates all the metadata to provide the visibility in a single control plane for all your datasets no matter where they live. And then from now, we're able to layer on additional security operators. So after we've performed an immutable backup and, ensure the recoverability data, we add on additional features to really scan for sensitive data, to identify anomalies across your backups, to like threat monitoring across the data where that threat exists, And then also to really provide that recovery of a threat containment zone and, like, operate more of a sandbox so you're not restoring encrypted data back into your, environment. And so I'm focusing today on the unstructured data port, piece. And so what we see Rubrik, achieves all of this. So the reality is it's one platform. It's API driven, complete automation. Like Rubrik is looking to take the complexity and the confusion and the time management to protect your data. The last thing we want is to spend more time, more million hours doing this. Our job is to make it easy, simple, and secure. So if we look at the unstructured data platform itself. And so where when we talk about multiple business units, what we see is that customers have data everywhere. The data is for all. And so if we look at the traditional Isilon power Isilon power scales, NetApp, Pure, Qumulo's, or even your Windows files file share. And then also, we're seeing the growth in the scale of cloud based file systems and obviously, cloud object storage, whether it's Amazon s three or whether it's blog or g GCS. And so with all these different systems with billions of files, like, having a backup appliance for our search data isn't cost effective, nor can we meet the performance? So Rubrik built this platform we call NAS CloudDirect, and it is a stateless virtual machine that has the ability to scan billions of files and then index that and then back up the data anywhere you want. And so it could be back it up to non prime object or NFS target, directly any tier, or to our Rubrik's self contained managed, isolated immutable, Rubrik convuls. Now why did we not why did we build this data mover and not just build an appliance? Because another appliance is another thing for customers to manage and across petabytes and billions of files. Most customers are looking for the cheapest way to then back up this data to restore what they want. They want greater granular level restorability of their data, not having to restore everything, but only what they want. And so this data mover is has a Google like search, so you are able to find what data you want and restore it anyway you want as well too. Now one question I usually get is, alright, Chris. You're talking about on prem NAS and object storage. Like, where is this VM lift? Well, the VM is completely portable. It's truly stateless. It's a dumb VM. Can't even log in through SSH. It is just a VM that we deploy in the data center close to close to the data and then send the data out. Or we want to deploy it natively in the cloud, happy to do that as well too. And customers can have thousands of VMs or hundreds of VMs anywhere they want globally. So we have customers today that, one customer, specifically healthcare analytics, they have a single VM that's able to scan and index, 1,100,000,000 files in less than four hours. Now to do that is sheer power of how we do it differently and how we can index the data. So once we index the data, then we know what we're backing up, if we have to back it up because it's gonna be incremental forever, and we're not gonna have to do that secondary full back of the data. So bring it all together, like, why NAS CloudDirect? It's one, it's the the sheer need and the to believe that the are the possible that I can, like, scan and back up my petabytes of data billions of file. I love customers who are like, I don't think they can handle it. You know what? This data set's too dense. We have a high change rate. We've we've created a billion files per day. Like, we've proven out time and time again that we can handle these size, these challenging workloads. And then also the speed of doing it, if I can ensure my backup is done, and completed in the SLA I'm looking for, then you can go to the business with a report, clean backup all across all sides and all data. And then you you if you wanna restore, you can restore where you want. And finally is, well, if I can back it up, that's great. But, like, is it truly cyber resilience? And can I restore data, like, cleanly post ransomware attack? And am I am I actively scanning the data? Am I actually scanning the data, for ransomware attack sets of data to help with that pre attack preparation that we're looking for? And all three of these, hand in the volume, doing this at speed, and providing cyber cyber resilience is where we set with this unstructured data platform. Alright. One thing I'd like to talk about that is a little different than just backing up on search of data is more the management side. And so the largest customers that we have in this platform in the tens and, tens and hundreds of petabytes, this part of platform is what they use every single day. So this is what we built. It's called data discover. So before we backed any data up, before we've done anything or moved anywhere, we scan the data with this platform. And so this will tell you the m time and a time. So last modified last access time of all the data sets we've scanned. And so from there, you have a completely searchable index of all the data, and you can drill that into, hey. Is there a share that's hasn't been touched in three years? Why am I keeping on production storage? Can I can I optimize my cost? Can I save some money and set recurrence the space by putting it, like, by moving it to a cheaper archive tier, it hasn't been touched and restart by any two? 100%. So this tool was able to identify the cold data and immediately and then archive it to any location you want. So it'll be in a searchable index, but it'll then you then then you can reclaim that space on the production side, and you don't need to keep on growing and buying more storage. And this will be for all NAS and s three sources. And the next thing is like, okay, if I wanna recover my data. If I wanna recover my data, I don't wanna have to know which location the data is in or which platform or which login I need to. I want a single place to go and search all my backups. And so with the data search, you can it's very much Google live search where I can drill down and like, here's my here's what I'm looking for. It says the file name, I think it's this or or star star this and like wild card. You can find where your backup slip from any point in time and restore that to the same location or to any location. One customer that we have is for their databases, their database dumps look all on prem on that app, and they need a backup on this. And the challenge they had was the high chain rate of these database dumps. So what they did was they wanted a completely software base and no additional hardware. What they did was deploy NAS CloudDirect, you know, on an e six two instance in AWS. And then when the data from on prem was backed up through NAS CloudDirect, they landed in Glacier Deep Archive. The recovery path path was to have the data recovered to an FSX share. So a completely cyber resilient solution, cyber resilient solution that's recoverable without hardware. And lastly, let's let's look at this. So the whole goal of Rubrik is to be cyber resilient. So built from the ground up, we are the principle is zero trust data protection. So built in encryption end to end, built in MFA, launch the air gap protection. Now that is table stakes. That is what we're what we're looking to do to make sure that your data is secure. The next is we've added on these layers to then say, can we provide, anomaly detection that's really scanning every single backup incrementally to know where the attack has, where attack has happened in the blast radius. Because there's no need to restore 10 petabytes of data if it's only one petabyte or like one file that's been encrypted. And lastly, can we scan and in that can we understand where the sensitive data lives in our environment? Who has access to that and what they're exposing, what they're exposing out there as well too? Alright. Now last thing, built in NAS production. We can archive data and use data discovery as well too. And then the different thing is the migration as well too. We see we see migration as a need. So having customers migrate data from platforms into a cloud is challenging and daunting. And using our sync or robocopy can corrupt it and take time to babysit. And so from there, what we'll do is we can, like, just build a platform. We can migrate data in the format. I'll be honest. Like, is this something that we're seeing all the time? No. But if customers may have the need for it at the scale, yes, they're designed to move forward this platform. So before I go into a demo, let me, answer a question out there. I mean, what sets Rubrik apart for unstructured data? That's I mean, that's a pretty vague question, but, like, what when we look at it, like, what sets Rubrik apart is that we've built a platform that doesn't need the store net and can accomplish the what was thought to be impossible. The ability to actually scan and back up billions of files and petabytes of data that was never been that hasn't been able to be complete before. And so without without being able to do that, that's that's a really important because we're giving customers the ability to actually back up their data, which they haven't done before. Actually, be able to restore a a clean copy if they if they haven't done it before. Alright. What price will advice will be issued? I mean, the biggest thing is I I'll be transparent. What practical advice, recommendations would you offer organizations wanting to begin addressing the unstructured data protection challenges? I mean, take it off, like, the sales side right now is is your data important to you? If you if you think that your unstructured data has value to your organization, whether it be to the bottom line, to IP, to sensitive data, if it's got the data is valuable or deemed important to your organization, that is what you have to understand first. If you can't understand that first or you don't think it's important, then we shouldn't be talking. You probably should look to back it up. Let's just won't buy our technology. But if you understand the importance of it and know that needs to be recovered and is criticality to how you recover that data, then, yes, like, you wanna look into something that's able to achieve your data protection, cyber resilience type of needs. And the last the next advice, if you think cyber attacks are you're immune to cyber attacks, probably should look at the news. Because what we're seeing is that cyber attacks are happening across every vertical on prem in the cloud. And if you're not addressing that or looking at that or understand it is a concern, you're probably gonna be you're probably gonna, have a bad day at some point. I was on with a customer yesterday, hire a new CIO. Day one, he walked into a ransomware attack. Same old government entity, they we put we put up the number and say, hey, was this rough around like a million dollars to to remediate? And he's like, that number is way too small. It wasn't around the data loss. It was more around the the time the the time down for the organization, the recovery, the brand impact, like, accessing all the files and re like, getting everything back online that cost millions upon millions of dollars. Okay. Well, I will then go into a little demo to watch your platform. Okay. Clear one CMIs. Great. Awesome. Alright. Is this big enough for everyone or should I make it a little bit bigger? And one of the bigger is almost better. Okay. So whenever we talked about Rubrik's Security Cloud where people log in, and this is the manager of managers. This is where you're going to see all your clusters across, across your on prem cloud identity, Microsoft, SaaS applications, and other search data, task. It's either really health of the clusters and how it's performing. And so when we go in, we dive deeper into the cluster side. We'll then look at the clusters. So we'll see everything that's in on prem, a different location, in the cloud, or then in right here, we are in as cloud direct data mover. And so we go into the data mover, you know, this is where it'll pop in. This is the a live demo I have right now, so I have multiple file systems and other storage platforms in here. When you first log in, you won't see anything. And so the first thing you're gonna do is you're gonna add a system. And so here, you'll see all these different systems whether it's object storage or file systems. Question is, well, why do you have all these different names? Like, there's more out there. Well, what we've done is we've, like, qualified the APIs. And so now we have API connections into these specific file systems and object storage. And what that what that allows us to do is to, not have to scan a live file system. And so by scanning a live file system, we won't have any missed files. And so we'll take our own snapshot to ensure we're getting every data every time we scan it back up the data. If it's not, no problem. We have generic connectors for NFS before, and SMB, and s three, and then just normal NFS. And so do customers use this all day in, day out, 100%. And so but you can choose whatever one you'd like. And so let's say, let's go delphars for Isilon. You're gonna put in a fully qualified domain name. And so when you do that, then you'll have to put in your root password just one time. We do not keep these credentials. It's It's one time for this password. Just create ourselves create ourselves as a backup user on this platform. So then once we continue, then we'll scan the we'll scan the data. And so let's find the Isilon, PowerScale. And so in here, we're gonna find we're gonna scan all the shares. Now this one only has a couple, but if you have thousands, this this NetApp cluster has 35. It'll share and all populate here. You can then search if you know the name, namespace path. You can find it and simplify this down. You don't need to scroll down for everything. And then we look at the Isilon, we'll then see, okay, the systems at that share, this little circle right here will show me that it is actually being backed up. And the backup policy is for one day and it's a two rule policy for one day and thirty days going to AWS. And we can see the protocol it's being used. And then if we don't if we want to, we can then just say, okay. Is there a new share I need to back up? Okay. This one right here is not backed up. I just click on it. I add the policy that I want. You can name it as if you want. Add it. Click apply. It's gonna back up on the next schedule. So pretty simple to to see and see all your clusters. Let's look at how to create a policy because I can't back up data on policy. No policies can have, like, you can have as many policies as you want. So you create a backup policy. You then can name it whatever you want. Back up thirty days, AWS. So then first, you're gonna say, I know back up daily, twice a day, weekly, monthly, or never. And then you add your target. You can add a target that's already that's been that's been created, or you can create a new target. If I create a new target, you'll have the option. It could be an on prem object, an on prem NFS, could be Uber Cloud Vault, Azure, and AWS, or any one of these, cloud providers. And so once you have the platform, once you create the policy, you then create the backup policy, add your target. Add target. And then from there, you're gonna set the retention time of of, like, how long you wanna keep this data. Now this retention will only kick off because we're back in the datum or scanning it to pull these backups. This policy will kick in once the data from the source location gets deleted. And so upon once the data is leaving the source, then this, backup version will this timer will start. If you wanna change it at any point in time, no problem. Doesn't matter. So the retention, and then you click save, and then there's your policy. And then you go in, and then you can then add whatever policy you want to any different share. So when I would ask all my backups, I can then go to the activities. Well, that was let's go to data discover. And so data discover itself, this is what our largest customers will look into and then see what's going on with data. If they're bringing new data, new new data teams on or new resources, they'll scan everything. Like, okay. Like, data is gray and two years old. Okay. Let me drill into this. And so that I can see where it lives. You can drill in, like, as deep as you want to see where this data lives. And then if you want, you're able to then archive this data, archive this path. You can copy it. You can create a live view to share with someone or you can share this page with someone to show say, hey. You have a lot of cold day out here. We need to remediate this. We need to we need to, we need to start pruning your data or delete it from the source. And so if you're able to do that, then, like, you can clear more space. But just showing how simple and easy it is to find this data you're looking for. Or if you want, you're able to, like, just search in directory extension, file name, GID, group SID, owner SID of where the data lives to locate that. In the activity side, let's see if this is put in there. Probably just try this. File name, let's go test. So following test, we'll find the index archive of this. Index backup. Let's see. File name. And so if I find the data, then I can here's the backup. This will show me it's already been backed up. This index has been backed up once. Let me see. Let's try it. Okay. And so if I look down, I can find what I'm looking for. And here's the backup. If you're looking to restore the data, then I just click restore. And then what this will offer offer here is the ability to choose where you wanna restore the data. That's whether to one location or any location you're looking for. Let's see. Yes. My Internet's pretty slow. Oh, here we go. Spokey, though. So I have this, this path and then here's the system that I'm restoring to. So you're able to choose any system that we've already scanned before and then this like the location and the path as well too. Wanna email the completion of that, that restore as well? You can do that as well. Click restore and you're off to the races. That's it. The last thing I wanna show you is we talked about how fast we can scan data. Like, one of the customers ask is that we can throw all the LAN. If you a single VM, from NASDAQ Direct will operate five gigs per second gigas per second, move and we'll completely saturate a 10 gig link if you let us. And with more VMs that cross together, the more we'll saturate it. So if you need to throttle this, we can happily do that and not take your whole pipe. But if you wanna give us the whole pipe to complete your backup, we can do that as well too. And that's all I had to share. And so do we have some time left? Is there any more questions I need to answer? I'm happy to to do that. What specific risk, regulatory, compliance, operational do organizations and health care partners slide face their own equity survey? The specific risk is, one, if it's in the health care space, if you don't protect your data or or your data, you may not be able to perform your practice in your revenue generating operations. You may see fines that relate to, fines to data. If you can't provide patient, resources or can't can't really do your job, you'll be sued by any anyone that's going to your hospital. There's hell there's a lot of HIPAA compliance. It's going to health care, health care in terms of, like, protecting your data and keeping that data secure for seven plus years with the life of the patients. On the SLED sectors, like, that varies between state and two different different organizations, but, what we're seeing working with district attorney's offices and other organizations is following the seizures requirements and making sure that our data is protected and that anything that we're backing up is secure, whether it's a level four or whether it's very hyper secure information or sensitive information, make sure that's, protected. And so if they don't do that, it's fines, it's brand recognition, it's lost revenue. IDC predicts 9% of organizational data will soon be unstructured. Okay. And 9% data is unstructured. I think that's a very accurate statement. That's why I'm what I'm seeing as well too. Like, to me, unstructured is you look at simple it's data that's not organized that cannot easily be organized into rows and columns. And because every data is gonna be every bit of data is gonna be different. For example, my health care image is gonna be different from Chase's. Everything that we scan is gonna be different, so I can't put mine in the same cell. We'll get down on a technical level. It's using platform systems that speak certain languages, whether it's NFS, SMB, or object, or s three. And so, like, if you that's unstructured data, like, on a on a technical level. On a bigger level, it's just images, videos, sensor data. It's any data that, is not the same. It's not just the same data you're going through every time. It's all unique. And why is it so critical? I really think the criticality has only risen in the last like five years or so because, customers did not make rep did not really see the revenue generating opportunities across their unstructured data. It was more of the data that they had was like, you know what? I'll keep it. I don't know if I'll need it. But now they're seeing, okay, I can make a revenue off this data that I have. Now for example, if again, I talked about the health care. If I some reason, have a like, I have an x-ray and if I wanna go to the doctor and I get that x-ray and view that through Epic, if I can't see them, then they can't provide any services or patient services to me. So they will lose money. So that's valuable data to run their business. If I am in if I am a banking or financial services and I put my checking in there and they lose that, how do they know how much money to put in my banking account that I've deposited? If they can't have the historical records, are you gonna meet all FINRA requirements to let them make sure they have an they can audit everything that they've done, all the transactions happening in their organization? If I am a media entertainment environment, like, the videos are their IP. How they produce content is how they make money and sell it to the customer and go to movie theaters. If I go and I can't if that file or that image is not there or is that it's encrypted, they can't complete that scene, Then they can't really miss their deadlines to produce and, and produce and send that video to market. And so they're gonna lose revenue. So the criticality is never more important. And, yes, the data is only growing, but I will say, like, the criticality is important, but what we're seeing is, like, the data is growing so fast. The criticality is not all the data, 90% data is important around what the the criticality is growing because data is becoming more important on a lower trajectory than just all the data is out there. So having the ability to scan your unsearch data and find where that critical data is and what's sensitive becomes more valuable so you know what's critical. Because the bad actors, the crews in there, will take time. They'll figure it out. They'll see where they can go, what's important to you, and they'll expose that risk. Thanks, Chris. That was great. Appreciate you hosting today. Run through the demo and all the slides and the great information they shared. And everyone else who joined us today, thank you for being on this webinar. We have other resources available as I've put in the chat a couple times. There's this docs. I We have a couple things that would give you further reading on some of the topics that we covered today. And check out our future webinars. Go to rubric.com/resources/webinars to check things out, what we're doing next. And, Chris, again, thanks for for sharing today. And the rest of you folks, have a great day. Take care.