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CFO Wei-Li Shao described on the call how this was achieved through extensive A/B testing across digital marketing campaigns (hundreds of tests switching out creative, language, calls to action, etc.), multi-channel optimization (digital signage, direct mail, on-site outreach), and cross-campaign optimization where they layer these channels together to understand how they compound

doi:10.1530/ec-18-0009 Kondapaneni V, Gutlapalli SD, Poudel S, Zeb M, Toulassi IA, Cancarevic I

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