Is There a Debate on FP&A?

There's a financial lens to it. And I've seen certain profitability, product and customer profitability are often quite hard to put a finger on. There's lots of rules and methodologies for how you allocate costs between different products or between different customers depending on their activities. But I can also see that you mentioned the marketing effectiveness, for example. How do you prove that the campaign drove incremental benefit versus just getting the people back into the shop or buying the thing that they were going to buy anyway? Yeah. Well, there's two angles, isn't there? Are we starting from the same data set and analyzing the situation in the same and hopefully the right way? Also, there's a