Our marketing automation framework allows us to rapidly develop and implement programs, meaning long-term, we’re able to spend more time iteratively developing them to continually improve revenue (and profit!) outcomes. This includes typical A/B/n testing, but also the creative development around how to best utilise the deep intelligence born from machine learning. For example, where most organisations focus on identification of high response propensity customers, we also develop initiatives around actively understanding and developing low and medium propensity customer segments.