Rich Williams - Groupon, Inc.
Management
Yeah. Thanks, Sameet. So, a couple things. As we're – what I would say is, as we market and target our customers, our overall goal has been very, very consistent, and that is to invest our marketing dollars in a way that ultimately achieves a 12 to 18 month payback. What we've continued to evolve on and continued to refine is our ability to achieve that at a more granular and a more segmented level. So, one of the things over the last year within our company, we've continued to build tools that get us closer and closer to the individual customer, within elements of the cohort. So inherent in doing that, you find pockets of efficiency, and you also find pockets of inefficiency. And so what you see is, is us responding to that, where there's customers that are valuable. We are able to market to them very effectively. Get our 12 to 18 month payback, sometimes sooner. We're also, as part of that, identifying customers within those cohorts at a more granular level that may not have that payback. And so, with that, we're being very disciplined with how we deploy our marketing dollars. If we're able to discern the customer doesn't have that value, in some instances, we're allowing them to attrite. But it isn't a change of mindset, and it wouldn't, from our perspective, change our goal of achieving a 12 to 18 month payback. It's just really a refinement of analytics to really deploy the marketing dollars in the most efficient and effective way. In terms of Europe and the impact of GDPR and Brexit, what I would say for Brexit at this stage, I would say, from our perspective, really no meaningful impact in terms of how we operate. For us, the UK is definitely one of our stronger and larger economies that we operate in, outside the U.S. And we don't see that changing, and that's a core part of our business. And we have an office there, a large office there, and that's something that I would expect to continue. With regards to GDPR, I would say the biggest impact for GDPR is, it's something that we as a company have had to work on and have a level of focus on over the last 7, 8, 9 months, to make sure we're on a path to be GDPR compliant, which we believe we will be by the May 25 deadline. But outside of it taking resources and a degree of attention and focus, that's just the part of what's required to do business in that region, so – and we're prepared for that.