It’s always refreshing when policymakers break with the status quo and do something genuinely left-field and unexpected. The current pandemic has certainly produced its fair share of bold initiatives. In the UK we’ve just had the announcement of Government-subsidised meal deals throughout August to boost the ailing hospitality sector. And, sitting slightly higher on the impact scale, earlier this month the French Government announced that it was making tax credits available to any citizen prepared to take out a subscription to a current affairs newspaper or magazine.

For all businesses operating in the digital arena, there has long been an advantage to be gleaned from better understanding how your customers behave online. Can you identify which website visitors are on the verge of clicking ‘buy’? Can you spot a disgruntled customer desperately searching around an online FAQ for the product support they require? Is it possible to determine whether a prospective subscriber is ready to commit, or whether they need further incentives to push them over the line?