The second advice we’ve is use analytics in apps to closely drive through any consequences. The reason to say that is to define the right outcome metric, define the proper X, even if it’s the first coffee of the fifth coffee or the third coffee. As a marketer making that choice, it has to be very, very data driven. And that may only be achieved through a serious amount of analytics put into the app, to understand the user’s adventure, to understand where the users drop off and how do you are taking that data and bear in mind who the sticky users are versus not and define an event which will then assist you to identify the sticky users.
So to that extent we do believe that analytics plays a huge role during this entire equation.