Dominic Edmonds

Obviously, we've got a tremendous foothold in the customers that we actually hold at the moment, and we understand them very well.

So there is, in theory, a softer sell there.

But the whole point in having large ambitions is that, truthfully, I want to go over there and I want to eat the lunch of some very established players because they can't do what they say they do.

I'll leave that for now.

I'm going big.

I'm going ballsy.

If you think of the marketing cloud space, let's call it that.

If you consider the marketing cloud providers that have been built and been constructed on technology that was acquired and cobbled together that was never designed to work in tuition, meaning that actually they make a lot of promises they can't deliver on.

If you focus on the data initially and how you can actually use it to not only identify potentially the buy, but also effective ad spend and realistically communication-based digital spend, then that means you can take yourself into a space where you can

deliver a significant uptick in R&I with a greater reduction in cost, moving into, I guess, what you'd classify as certainly the marketing cloud space, the DMP space, start to blend them together.

It becomes really interesting on what we can do.

If you consider the data we capture is all transactional.

So this is understanding what people want to buy, when they want to buy, and why they bought it, together with understanding, okay, if you're going to contact the same customer, let's understand that data pool together.

It's not just the volume of data.

It's the quality of the data.

No, I would never say that about them.

What I'm saying is the quality of the data that we have is very unique to us.

Well, they've got transactions.

If you were to consider the impression-based data and shopping-based specific data that we capture on a daily basis based on the individual user, not just an individual session, and being able to glue that together across device to understand specifically what results are generated across different customers in terms of the ability to pull this data together, it's a very unique data set.

We've had a lot of inquiries inbound asking us as to whether we would actually sell that data into parties such as that because they see the value in it.