Industry WIKI

Euronet is an American provider of global electronic payment services with headquarters in Leawood, Kansas. It offers automated teller machines (ATM), point of sale (POS) services, credit/debit card services, currency exchange and other electronic financial services and payments software. Among others, it provides the prepaid subsidiaries Transact, PaySpot, epay, Movilcarga, TeleRecarga

The European Network for Payments (abbreviated as ENP) is a joint venture aiming at developing a unified European payment solution and facilitating the interoperability of mobile payment solutions provided by several firms. The European Payments Alliance was created in December 2023 by Italian interbank network Bancomat, Spanish mobile payment firm Bizum and Portuguese firm SIBS (which

The Committee on Economic and Monetary Affairs (ECON) is a standing committee of the European Parliament. It is responsible for economic and monetary policy, the functioning of Economic and Monetary Union, financial services and markets, the free movement of capital and payments, taxation, competition policy and the international monetary and financial system.

The European Payments Initiative (EPI), previously known as the Pan-European Payments System Initiative (PEPSI), is a unified digital payment service launched in 2020 and backed by sixteen founding European banks and payment service providers. Its aim is to allow European consumers and merchants to make next-generation payments for all types of person-to-person transfers and retail trans

The European Union financial transaction tax (EU FTT) is a proposal made by the European Commission to introduce a financial transaction tax (FTT) within some of the member states of the European Union (EU).

Exchange Alley or Change Alley is a narrow alleyway connecting shops and coffeehouses in an old neighbourhood of the City of London. It served as a convenient shortcut from the Royal Exchange on Cornhill to the Post Office on Lombard Street and remains as one of a number of alleys linking the two streets. Shops once located in Exchange Alley included ship chandlers, makers of navigation

In macroeconomics, a flexible exchange-rate system is a monetary system that allows the exchange rate to be determined by supply and demand.

An exchange-traded note (ETN) is a senior, unsecured, unsubordinated debt security issued by an underwriting bank or by a special-purpose entity. Similar to other debt securities, ETNs may have a maturity date and are backed by the credit of the issuer, though some ETNs may have a portfolio of assets given as a collateral.

Excite was a web portal providing a list of hyperlinks to other websites online from 1995 to 2026. Founded in 1993, Excite.com was once the world's sixth most visited website in 1997. It merged with @Home Network in 1999 and filed for bankruptcy in 2001, after the bursting of the dot-com bubble; the website went into a steep decline in popularity thereafter. Its services were acquired by

The owner of an option contract has the right to exercise it, and thus require that the financial transaction specified by the contract is to be carried out immediately between the two parties, whereupon the option contract is terminated. When exercising a call option, the owner of the option purchases the underlying shares (or commodities, fixed interest securities, etc.) at the strike

An exit fare is a method of collecting ridership fees, or fares, from a transportation system, where the fee (or part of the fee) is collected from passengers upon reaching their destination.

In finance, an exotic option is an option which has features making it more complex than commonly traded vanilla options. Like the more general exotic derivatives they may have several triggers relating to determination of payoff. An exotic option may also include a non-standard underlying instrument, developed for a particular client or for a particular market. Exotic options are mor

Experiment in Terror is a 1962 American neo-noir thriller film released by Columbia Pictures. It was directed by Blake Edwards and written by Mildred Gordon and Gordon Gordon based on their 1961 novel Operation Terror. The film stars Glenn Ford, Lee Remick, Stefanie Powers and Ross Martin. The musical score was composed by Henry Mancini.

In finance, the expiration date of an option contract (represented by Greek letter tau, τ) is the last date on which the holder of the option may exercise it according to its terms. In the case of options with "automatic exercise", the net value of the option is credited to the long and debited to the short position holders.

Expressnet is an interbank network connecting the ATM networks of seven major banks in the Philippines. It has the second-largest number of ATMs (largely due to the vast nationwide presence of Bank of the Philippine Islands Express Teller ATMs) and the smallest number of customers and member banks. However, its strength among the interbank networks and the ubiquity of BPI ATMs have giv

An Extended Validation (EV) Certificate is a certificate conforming to X.509 that proves the legal entity of the owner and is signed by a certificate authority key that can issue EV certificates. EV certificates can be used in the same manner as any other X.509 certificates, including securing web communications with HTTPS and signing software and documents. Unlike domain-validated certi

Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in psycholinguistics, marketing, as an input device for human-computer interaction, and in product design. In a

The EZ-Link card is a rechargeable contactless smart card and electronic money system that is primarily used as a payment method for public transport such as bus and rail lines in Singapore. A standard EZ-Link card is a credit-card sized stored-value contact-less smart-card that comes in a variety of colours, as well as limited edition designs. It is sold by SimplyGo Pte Ltd, a merged en

Fairmat is a free-of-charge multi-platform software that allows to model financial contracts (e.g. a derivative contract) or projects with many contingencies (e.g. a Real Options model) by decomposing it into basic parts. Complex structures and dependencies are modelled using a graphical interface. Virtually any pay-off function and asset class( from interest rate derivatives to equity-l

A fare is the fee paid by a passenger for use of the public transport system: rail, bus, taxi, etc. In the case of air transport, the term airfare is often used. Fare structure is the system set up to determine how much is to be paid by various passengers using a transit vehicle at any given time. A linked trip is a trip from the origin to the destination on the transit system. Even if a

Fare capping is a feature of public transport fare collection systems, which allows passengers to earn an unlimited-ride pass by paying single-ride fares. Typically, passengers pay a single-ride fare each time they use public transport, using a smart card or, in some cases, their own credit or debit card. An automated fare collection system tracks the payments, and awards the passenger a

FASTag is an electronic toll collection system in India, operated by the National Highways Authority of India (NHAI). It employs Radio Frequency Identification (RFID) technology for making toll payments directly from the prepaid or savings account linked to it or directly toll owner. It is affixed on the windscreen of the vehicle and enables one to drive through toll plazas without stopp

Faster Payment System (FPS; Chinese: 快速支付系統, more commonly known as 轉數快) is a real-time gross settlement payment system in Hong Kong that connects traditional banks and electronic payment and digital wallet operators. Users are able to perform instant money transfer or make payment to merchants by using the recipient's phone number, e-mail or QR code that contains the user's numeric iden

The Faster Payment System (FPS) is a United Kingdom real-time gross settlement system which facilitates transfers between different banks' customer accounts within a few seconds. The system offers faster settlement times than the long-established BACS and CHAPS systems. FPS processes a large volume of small payments, subject to limits set by the individual banks, with some allowing Faste

Fear, Uncertainty, and Doubt (FUD), or Fear, Uncertainty, Doubt, and Despair (FUDD), is a manipulative tactic used in sales, media, marketing, public relations, opinion polling, and cults. FUD is generally a strategy to influence by disseminating negative, dubious, and false information. FUD is "implicit coercion" by "any kind of disinformation used as a competitive weapon." It is a tact

FeliCa is a contactless RFID smart card system from Sony in Japan, primarily used in electronic money cards. The name stands for Felicity Card. First utilized in the Octopus card system in Hong Kong, the technology is used in a variety of cards also in countries such as Japan, Indonesia, Macau, the Philippines and the United States.

In finance, Fibonacci retracement is a method of technical analysis for determining support and resistance levels. It is named after the Fibonacci sequence of numbers, whose ratios provide price levels to which markets tend to retrace a portion of a move, before a trend continues in the original direction.

Filecoin (⨎) is a cryptocurrency intended to be a blockchain-based cooperative digital storage and data retrieval method. It was developed by Protocol Labs and shares some ideas from InterPlanetary File System allowing users to rent unused hard drive space. Filecoin is an open protocol and uses a blockchain to record participation in the network. Transactions are made using the blockchai

A financial data vendor provides market data to financial firms, traders, and investors. The data distributed is collected from sources such as stock exchange feeds, brokers and dealer desks or regulatory filings (e.g. an SEC filing).

Financial Guaranty Insurance Company (FGIC) is an American monoline bond insurer established in 1983. It faced significant financial difficulties in 2008 which affected its ability to write new business.

A financial instrument is a monetary contract between parties. They can be created, traded, modified and settled. They can be cash (currency), evidence of an ownership interest in an entity or a contractual right to receive or deliver in the form of currency (forex); debt (bonds, loans); equity (shares); or derivatives (options, futures, forwards).

Financial integration is a phenomenon in which financial markets in neighboring, regional and/or global economies are closely linked together. Various forms of actual financial integration include: Information sharing among financial institutions; sharing of best practices among financial institutions; sharing of cutting edge technologies (through licensing) among financial institutions;

A financial network is a concept describing any collection of financial entities (such as payment card companies, firms, banks and financial transaction processing) and the links between them, ideally through direct transactions or the ability to mediate a transaction. A common example of a financial network link is security holdings (e.g. stock of publicly traded companies), where a fir

A financial planner or personal financial planner is a qualified financial advisor. Practicing in full service personal finance, they advise clients on investments, insurance, tax, retirement and estate planning.

Financial risk is any of various types of risk associated with financing, including financial transactions that include company loans in risk of default. Often it is understood to include only downside risk, meaning the potential for financial loss and uncertainty about its extent.

The Financial Secrecy Index (FSI) is the report published by the advocacy organization Tax Justice Network (TJN) which ranks countries by financial secrecy indicators, weighted by the economic flows of each country.

A financial system is a system that allows the exchange of funds between financial market participants such as lenders, investors, and borrowers. Financial systems operate at national and global levels. Financial institutions consist of complex, closely related services, markets, and institutions intended to provide an efficient and regular linkage between investors and borrowers.

Financial technology (abbreviated as fintech) refers to the application of new technologies to products and services in the financial industry. This broad term encompasses a wide array of technological tools in financial services, including mobile banking, online lending platforms, digital payment systems, robo-advisors, and blockchain-based applications such as cryptocurrencies. Financi

Finite difference methods for option pricing are numerical methods used in mathematical finance for the valuation of options. Finite difference methods were first applied to option pricing by Eduardo Schwartz in 1977.

FinTech Awards are several award ceremonies, most of them unrelated, which are held worldwide to recognize excellence in financial technology as assessed by either a public vote or panels of judges. There are typically many categories, winners and prizes. Hundreds of companies, including several fintech startups, participate as candidates.

A fire sale is the sale of goods at extremely discounted prices. The term originated in reference to the sale of goods at a heavy discount due to fire damage. It may or may not be defined as a closeout, the final sale of goods to zero inventory. They are said to occur in the financial markets when bidders who value assets highly are prevented from bidding on them, depressing the average

Firo, formerly known as Zcoin, is a cryptocurrency aimed at using cryptography to provide better privacy for its users compared to other cryptocurrencies such as Bitcoin.

First Data Corporation was an American financial services company headquartered in Atlanta, Georgia, United States. The company's STAR Network provided nationwide domestic debit acceptance at more than 2 million retail POS, ATM, and at online outlets for nearly a third of all U.S. debit cards.

Fiserv, Inc. ( fy-SURV) is an American multinational financial technology company headquartered in Milwaukee, Wisconsin. The company processes debit and credit card transactions, loyalty programs, loans, electronic bill pay, wires and ACH transfers, check deposits, and ATM transactions on behalf of banking institutions. The company also produces debit and credit cards and point of sale t

From 1886 until 1959, the price of a 6.5 US fl oz (190 mL) glass or bottle of the soft drink Coca-Cola was set at five cents (or one nickel), and remained fixed with very little local fluctuation. The Coca-Cola Company was able to maintain this price for several reasons, including bottling contracts, advertisements, vending machines, and a relatively low rate of inflation (with five cent

Flattr was a Swedish-based microdonation subscription service, where subscribers opted in to pay a monthly patronage to help fund their favourite websites and creators. It shut down in November 2023.

Flip Men is an American reality television series starring Mike Baird and Doug Clark that premiered on Spike on October 25, 2011, and ran for two seasons. The series follows Baird and Clark as they purchase foreclosed houses at auction, remodel the homes and sell them for return profits.

In macroeconomics and economic policy, a floating exchange rate (also known as a fluctuating or flexible exchange rate) is a type of exchange rate regime in which a currency's value is allowed to fluctuate in response to international events affecting exchange rates. A currency that uses a floating exchange rate is known as a floating currency. In contrast, a fixed currency is one where

Floating rate notes (FRNs) are bonds that have a variable coupon, equal to a money market reference rate, like SOFR or federal funds rate, plus a quoted spread (also known as quoted margin). The spread is a rate that remains constant. Almost all FRNs have quarterly coupons, i.e. they pay out interest every three months. At the beginning of each coupon period, the coupon is calculated by

Flypaper is a 2011 American crime comedy film directed by Rob Minkoff, written by Jon Lucas and Scott Moore, and distributed by IFC Films. Starring Patrick Dempsey and Ashley Judd, the film centers around two groups of criminals that stick up the same bank at the same time, holding all of the employees and bystanders hostage. One of the hostages (Dempsey) escapes captivity and attempts t

A focus group is a group interview involving a small number (sometimes up to twelve) of demographically predefined participants. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are used in market research to better understand people's reactions to products or services or participants' perceptions of shared experiences. The discussions can be gui

Food delivery is a courier service in which a restaurant, store, or independent food-delivery company delivers food to a customer. An order is typically made either by telephone, through the supplier's website or mobile app, or through a third party food ordering service. The delivered items can include entrees, sides, drinks, desserts, or grocery items and are typically delivered in box

Food marketing is the marketing of food products. It brings together the food producer and the consumer through a chain of marketing activities.

Foreign celebrity advertising is a popular form of advertising in parts of Asia, Eastern Europe and Latin America. The phenomenon is most pronounced when English-speaking celebrities do print advertisements or commercials for a non-English speaking market.

Foreign exchange controls are various forms of controls imposed by a government on the purchase/sale of foreign currencies by residents, on the purchase/sale of local currency by nonresidents, or the transfers of any currency across national borders. These controls allow countries to better manage their economies by controlling the inflow and outflow of currency, which may otherwise crea

A foreign exchange derivative is a financial contract whose value changes depending on currency exchange rates.

In finance, a foreign exchange option (commonly shortened to just FX option or currency option) is a derivative financial instrument that gives the right but not the obligation to exchange money denominated in one currency into another currency at a pre-agreed exchange rate on a specified date. See Foreign exchange derivative.

A foreign exchange spot transaction (FX spot) is an agreement between two parties to buy one currency against selling another currency at an agreed price for settlement on the spot date. The exchange rate at which the transaction is done is called the spot exchange rate. As of 2010, the average daily turnover of global FX spot transactions reached nearly US$1.5 trillion, counting 37.4% o

In finance, a foreign exchange swap, forex swap, or FX swap is a simultaneous purchase and sale of identical amounts of one currency for another with two different value dates (normally spot to forward) and may use foreign exchange derivatives. An FX swap allows sums of a certain currency to be used to fund charges designated in another currency without acquiring foreign exchange risk. I

Foreign ownership of companies of Canada pertains to the majority-ownership of Canadian-based assets (including businesses and subsidiaries) by non-Canadian individuals or companies, as well as to companies that are effectively owned or controlled, directly or indirectly, by non-Canadians. "Non-Canadian," for all intents and purposes, refers to entities based outside Canada and to those

In blockchain, a fork is defined variously as:

Fortumo was an Estonian company which developed a platform for digital service providers for user growth and monetization.

In finance, a forward contract, or simply a forward, is a non-standardized contract between two parties to buy or sell an asset at a specified future time at a price agreed on in the contract, making it a type of derivative instrument. The party agreeing to buy the underlying asset in the future assumes a long position, and the party agreeing to sell the asset in the future assumes a sh

The forward price (or sometimes forward rate) is the agreed upon price of an asset in a forward contract. Using the rational pricing assumption, for a forward contract on an underlying asset that is tradeable, the forward price can be expressed in terms of the spot price and any dividends. For forwards on non-tradeables, pricing the forward may be a complex task.

In finance, a forward rate agreement (FRA) is an interest rate derivative (IRD). In particular, it is a linear IRD with strong associations with interest rate swaps (IRSs).

Frank Horace Hahn FBA (26 April 1925 – 29 January 2013) was a British economist whose work focused on general equilibrium theory, monetary theory, Keynesian economics and critique of monetarism. A famous problem of economic theory, the conditions under which money, which is intrinsically worthless, can have a positive value in a general equilibrium, is called "Hahn's problem" after him.

A free lunch is the provision of a meal at no cost, usually as a sales enticement to attract customers and increase revenues from other business. The practice was once common in saloons and taverns in many places in the United States, with the phrase appearing frequently in U.S. literature from about 1870 to the late 1920s. These establishments included a "free" lunch, which varied from

Freecharge is an Indian financial services company based in Gurgaon. It allows users to pay bills such as electricity, gas and telephone, as well as recharge mobile, broadband, DTH and metro cards.

"Frinkcoin" is the 13th episode of the thirty-first season of the American animated television series The Simpsons, and the 675th episode overall. It aired in the United States on Fox on February 23, 2020. The episode was written by Rob LaZebnik and was directed by Steven Dean Moore.

Froneri International Limited is a British ice cream manufacturer with its headquarters in Leeming Bar, North Yorkshire, England. It is the second-largest producer of ice cream in the world by retail sales, after The Magnum Ice Cream Company, with the two companies together accounting for approximately 32% of total global retail sales.

The FTSE MTIRS Indices are designed to accurately move in direct correlation to OTC Interest Rate Swaps market with a total of 45 indices covering the USD curve from 2 years to 30 years including spreads and butterflies. FTSE MTIRS Indices account for changes to both fixed and floating rates and are rebalanced daily.

A fund derivative (see also derivative) is a financial structured product related to a fund, normally using the underlying fund to determine the payoff. This may be a private equity fund, mutual fund or hedge fund. Purchasers obtain exposure to the underlying fund (or funds) whilst improving their risk profile over a direct investment.

Olufunmilayo Adunni Olayinka (née Famuagun; 20 June 1960 – 6 April 2013),

A Funnyback is a type of one-dollar silver certificate produced in 1928 and 1934 in the United States. People referred to the note as a "Funnyback" based on the significantly lighter green ink and unusual font printed on the reverse.

Gaia Online is an English-language anime-themed social networking and forums-based website with Chibi-style animations. It was founded as go-gaia on February 18, 2003, by Derek Liu, Long Vo, Josh Gainsbrugh, and the name was changed to GaiaOnline.com in 2004 by its owner, Gaia Interactive. Gaia originally began as an anime linklist and eventually developed a small community, but followin

Galaxy Digital Inc., doing business as Galaxy, is an American financial services and infrastructure company headquartered in New York City. The company focuses on digital assets, cryptocurrency, blockchain infrastructure, and artificial intelligence and high-performance computing data center infrastructure. Its digital asset businesses include over-the-counter trading, lending, investmen

The Gay Nineties is an American nostalgic term and a periodization of the history of the United States, referring to the decade of the 1890s. Despite the term, part of the decade was marked by a financial crisis, which worsened greatly when the Panic of 1893 set off a widespread economic depression in the United States that lasted until 1897.

GCash is a Philippine mobile payments service owned by Mynt, Inc. (formerly known as Globe Fintech Innovations, Inc. until 2026), and operated by its wholly owned subsidiary, G-Xchange, Inc.

Gemini Space Station Inc. (Gemini) is an American cryptocurrency exchange and custodian bank. It was founded in 2014 by Cameron and Tyler Winklevoss.

Gender lens investing (also known as gender-smart investing or gender finance) is the practice of investing premised on the understanding that gender is material to financial, business, and social outcomes The term was coined around 2009 and became an increasingly popular practice in the mid-2010s as part of reducing gender inequality.

Genesis is a cryptocurrency intermediary for institutional investors, with Digital Currency Group (DCG) as its parent company.

Genpact Ltd. is an American information technology services, consulting, and outsourcing company headquartered in New York City, New York. Founded in Gurgaon, India, and legally domiciled in Bermuda, Genpact employs more than 125,000 people and provides services to clients in over 30 countries worldwide. Genpact is listed on the NYSE and generated revenues of US$5.08 billion in 2025.

In geomarketing and internet marketing, geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP, or other criteria. A common usage of geotargeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In the

The German Wine Queen (German: Deutsche Weinkönigin) is the representative of the German wine industry. The Wine Queen is supported by two princesses, forming together the German Wine Ambassadors. She is elected, usually in the Palatine town of Neustadt an der Weinstraße, for a period of one year. The title is competed for by the regional wine queens of the thirteen German wine regions p

Gibson's paradox is the observation that the rate of interest and the general level of prices under the gold standard are positively correlated. It is named for British economist Alfred Herbert Gibson who noted the correlation in a 1923 article for Banker's Magazine. The correlation had been noted earlier by Thomas Tooke.

girocard is an interbank network and debit card service in Germany connecting virtually all automated teller machines (ATMs) and banks. It is based on standards and agreements developed by the German Banking Industry Committee.

Global Infrastructure Partners, LLC (GIP) is an American infrastructure investment fund making equity and selected debt investments across markets worldwide. GIP's main headquarters are located in New York City, U.S. and its equity investments are based on infrastructure assets in the energy, transport and water & waste sectors. GIP employs approximately 150 investment and operational pr

GLS Bank (officially GLS Gemeinschaftsbank eG) is a German ethical bank that was founded in 1974 as an anthroposophical initiative by Wilhelm Ernst Barkhoff and Gisela Reuther. It was the first bank in Germany that operated with an ethical philosophy. According to GLS Bank, its focus is on cultural, social and ecological initiatives, initiated by people, and not anonymous interests seeki

The go card is an electronic smartcard ticketing system currently used on the Translink public transport network (trains, trams, buses, ferries) in South East Queensland, Australia. The go card is used by holding it less than 10 cm away from a card reader to "touch on" before starting a journey, and to "touch off" before finishing a journey. The cost of each journey is deducted from the

Going in Style is a 1979 American heist comedy-drama film written and directed by Martin Brest and starring George Burns, Art Carney, Lee Strasberg (in his final film role) and Charles Hallahan. It was Brest's first commercial feature film.

PT Gojek Indonesia (stylized in all lower case and stylized j as goȷek, formerly styled as GO-JEK) is an Indonesian on-demand multi-service platform and digital payment technology group based in Jakarta. Gojek was first established in Indonesia in 2009 as a call center to connect consumers to courier delivery and two-wheeled ride-hailing services. Gojek launched its application in 2015 w

Goliath Ventures was a cryptocurrency investment firm based in Orlando, Florida. On February 24, 2026, the United States Department of Justice announced the arrest of the firm's founder and chief executive officer, Christopher Alexander Delgado, on charges of wire fraud and money laundering, alleging that the firm had operated as a Ponzi scheme. On June 30, 2026, Delgado pleaded guilty t

Good–better–best pricing, also known as Goldilocks pricing, is a tiered pricing strategy in which variations of a product or service are offered at multiple price levels. The approach typically presents three options, basic ("good"), mid-range ("better"), and premium ("best"), to influence consumer choice and increase overall revenue.

Google Pay is a mobile payment application developed by Google. It allows users to make payments via smartphones using methods such as the Unified Payments Interface (UPI) in India and PayNow in Singapore. The app supports peer-to-peer (P2P) transfers, in-store payments via NFC, online purchases, and bill payments.

Granblue Fantasy is a Japanese role-playing video game developed by Cygames for Android, iOS and web browsers, which was first released in Japan in March 2014. The game reunites music composer Nobuo Uematsu and art director Hideo Minaba, who previously collaborated on Final Fantasy V (1992), VI (1994), and IX (2000) and Lost Odyssey (2007).

The Greater Manchester congestion charge was part of a bid to the government's Transport Innovation Fund for a £3-billion package of transport funding and the introduction of a road congestion charge for Greater Manchester, a metropolitan county in North West England. In 2008, two cordons were proposed—the outer encircling the main urban core of the Greater Manchester Urban Area and the

Green brands are brands that consumers associate with environmental conservation and sustainable business practices.

Green lending refers to a lending dependent on environmental criteria for the planned use of funds. It is part of the wider sustainable investing and aims to reduce the impact on the environment of new lending activities. It includes green bonds (debt), green loans (often linked to a specific project) and sustainability-linked loans (typically tied to sustainability performance objectiv

Growth Enterprise Market (GEM; Chinese: 創業板) is a board of the Stock Exchange of Hong Kong for growth companies that do not fulfill the requirements of profitability or track record for the main board of the exchange. Opened 1999.

Growth hacking is a subfield of marketing focused on the rapid growth of a company. It is referred to as both a process and a set of cross-disciplinary (digital) skills. The goal is to regularly conduct experiments, which can include A/B testing, that will lead to improving the customer journey, and replicate and scale the ideas that work and modify or abandon the ones that do not, befor