Metrical helps brands predict customer behavior and optimize conversion rates. They focus on providing a better customer experience and increasing profitability. Brands often use annoying tactics like pop-ups and gamification, which can backfire and frustrate customers. The increasing competition in the market has led to desperate measures by brands. Collecting email addresses is valuable, but brands need to be more intelligent and considerate in their approach. Metrical offers intelligent engagement and customized experiences to drive conversions. They work with large apparel and accessory brands that are discount-dependent. A case study with JCPenney's showcases how Metrical's machine learning capabilities have increased conversion rates and profitability. They deliver the right content at the right time to engage customers effectively. In this conversation, Zabe Agha and Rameet Kohli discuss the value of testing alternative customer acquisition methods and the effectiveness of financial messaging. They also explore how Metrical uses AI and machine learning to predict user behavior and personalize campaigns. The conversation highlights the importance of measuring incrementality and ROI, as well as leveraging user reviews with AI. They discuss the success of Metrical's pilots and provide insights into getting started with the platform. Finally, they share their future plans for expanding into different industries.