In AO our philosophy is to put the customer first and always treat them like your Nan, in the Data team we believe this is only possible if you understand who your customers are. We are putting this into practice with the Personalised Incentives project. This aims to tailor the discounts we give to individual customers. We use a combination of propensity modelling and decisioning logic to drive sales in an efficient way. Looking to the future we will showcase a few of the ways we are improving our data to give a complete picture of each customer. This will lead to lots of exciting opportunities to apply Data Science to understand who are customers are, what they wany and how we can make them smile.