Being able to reach that many of our customers, to be able to talk to them in different ways, and to provide insights such as how they are using the 65B [loyalty] database to increase customer frequency even further is invaluable to us.

Conversant is driving new incremental demand from our mid-funnel, and I don’t think we serviced that properly before, or that the tools to do that existed previously.

Conversant is going to be one of the key channels for us for recruitment. Whereas if we didn’t have that channel, we’d be worried right now. Conversant is very flexible and allows us to strategically focus on an area that creates a higher return on ad spend.

It shows touch-points across our entire attribution model - it’s helping all the other channels in our marketing mix. With the test and control model they have - unique to them - you can do very quick calculations; ‘if I take that tiny percent uplift out, that’s how much impact it can have’ – which could be huge.

The advantage we have with Conversant is because the partnership is now in its fourth year, we’ve got historical data, plus all of the data we imported to the campaign. So, Conversant knows our customers and our customers’ buying habits. They’ve remembered who they are, and they continue to communicate with them. Over time, you win that person, and you gain market share.

“If you have a business such as retail or QSR with a reasonable portion of income generated online, or indeed a reasonable volume of customers for whom you’ve got good data on user behaviour and history, this is the channel that you can’t afford not to be testing on.