In this conversation with Peter Tu, Performance Marketing Manager at RM Williams, we uncover how the iconic Australian brand transformed its digital marketing approach amid post-COVID budget cuts. Peter shares how RM Williams tackled challenges like poor cart abandonment flows and unidentified site traffic by adopting identity resolution technology. The result? A staggering 660%+ increase in organic revenue, 30,000 new customer signups, and a strategic pivot from paid-first to owned-channel growth. Peter also offers a behind-the-scenes look at customer segmentation, data infrastructure modernization, and his vision for brand-controlled creative in a performance-driven future. A must-watch for marketers focused on efficiency, innovation, and sustainable growth.