When planning digital campaigns, the focus is firmly on the data and rightly so. However, whilst we tend to create strategies based on the data we do have, the data that we don't have can be just as valuable but often gets overlooked. The reality is, no matter how much we know about our customer, product and channels, all strategies are based on assumptions. In this talk, we will discuss how we can not only identify those assumptions but turn them into optimisation opportunities that will help us improve future campaign performance and ultimately meet our business objectives.

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