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How to utilise continuous improvements and ‘big bets’ to achieve operational and strategic excellence

To drive meaningful digital transformation at scale, businesses must therefore be open to the adoption of a test and learn culture, which will enable marketers to optimise digital media activation, create first-class digital experiences and develop learning across the organisation. Much of this will be dependent on each organisation’s stage in the digital transformation journey:

Three big digital trends

The importance of developing a test and learn culture is reflected in the numerous digital trends impacting businesses today. However, I’d like to highlight three that I believe are particularly significant and should influence test and learn planning for digital marketers across all types of businesses:

‘Big data’ has grown up

The concept of ‘big data’ has been a familiar theme within the marketing world for at least the last five years, and yet with some predicting that 2024 would be the ‘year of the customer’ there has been an increased emphasis on customer-centric marketing, meaning data must be used intelligently to drive results.

Advanced analytics, better consumer profiles and the right market and customer insights are becoming essential in tying marketing campaigns together to create more integrated experiences.

Mobile continues to dominate

Source: Benedict Evans, 2024

More than half of our waking time is spent on media and much of that time is now consumed on mobile devices. Mobile is an increasingly ubiquitous presence in our lives (49% of Millennials check their phones within 5 minutes of waking up in the morning!) – we’re now in a truly ‘mobile-first’ world.

Mobile accounts for over a half of ecommerce traffic and a third of sales

More than half of Facebook’s base is mobile-only

App usage (90% of time) dominates browsers in mobile usage

As Benedict Evans from venture capital firm Andreessen Horowitz demonstrated last year, ‘mobile’ no longer means mobile – consumers regularly consume media on mobile devices more within the home than outside, highlighting the importance of developing a first-class mobile customer experience.

‘Content shock’ is real

Source: business2community

‘Content shock’ (coined by Mark Schaefer in 2014), is the result of consumers rejecting brand content due to exponentially increasing volumes intersecting our limited consumption capacity. Basically, people are fed up of poor quality content and are finding ways to filter this out so they can consume what really matters to them.

We can see examples of content shock in Facebook’s decision to dramatically reduce organic reach and the continuing rise of adblocking across all device types:

Source: KPCB, 2024

The average person is exposed to over 400 messages a day. Attention is at a premium and brands must respond accordingly by producing genuinely high quality, relevant content to earn this increasingly precious commodity.

Introducing a test and learn approach

Every test and learn programme will differ based on each business’s appetite to testing and their use of digital marketing in general. However one approach I’m currently adopting takes into account two aspects:

Continuous improvements – running trials to optimise day-to-day activations)

‘Big bets’ – to gain operational lessons and strategic insight to apply across the business

According to Rosabeth Moss Kanter writing in HBR in 2006, successful innovators use an ‘innovation pyramid’, with several big bets at the top that get most of the investment; a portfolio of promising mid-range ideas in test stage; and a broad base of early stage ideas or incremental innovations. This concept allows ideas and influence to flow up or down the pyramid.

For the purpose of this post, I thought I’d bring this approach to life by providing examples of two areas of continuous improvements and one ‘big bet’ to demonstrate:

a) how these areas relate to the digital trends highlighted earlier in the post

b) how these areas could fit into a digital test and learn programme

The following examples are just a sample of many others that could be used and I’ve tried to keep these fairly broad so they can be applied to different businesses, small and large, across B2C and B2B.

Two areas of continuous improvement 1. Mobile optimisation

Although 2024 cannot be regarded as ‘the year of mobile’ (that came and went at least two years ago!), mobile strategies are maturing and it is essential that brands take a ‘mobile-first’ approach to meet consumer expectations. Mobile cannot be a less-than-web experience – it has to be the experience.

Source: Google, 2014

Test and learn opportunity:

Mobile has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Consumers are more loyal to their need rather than a brand so it’s important to test being present at the right moments, e.g.:

Prompt potential consumers ‘in-store’ with targeted promotions

Provide help and guidance when it’s needed, e.g. specific searches on YouTube or Google

Reach consumers where they’re spending their time

Source: KPCB, 2024

Test and learn opportunity:

Establish a presence across multiple platforms

Source: Benedict Evans, 2024

Mobile has led to an ‘unbundling’ of the web. We now consume content across browsers and apps, although the trend is moving more and more towards native apps which could signal the death of the hyperlink.

A mobile-first approach means that mobile must be the ultimate experience, with the web becoming merely an add-on (a complete 180° shift from where this was before).

Test and learn opportunity:

Establish a presence across multiple platforms, including responsive/ adaptive design that works across desktop and mobile, as well as native mobile apps. How is your audience consuming mobile content? What channels and platforms work for them? Where are the optimisation opportunities? Mobile apps don’t work for everyone but if there is an opportunity to test without too much risk it may be worth looking into.

2. Measurement and analytics

Effective analysis and insight should underpin everything we work on as digital marketers. Without a thorough understanding of what is and isn’t performing, you will not have the right actionable insights to make correct decisions.

Establish a measurement framework

A measurement framework/ model is a way to structure your thinking, prioritise goals and organise the KPIs and metrics you’ll use to measure performance.

Avinash Kaushik is a leading thought leader on this subject and as he explains:

“The root cause of failure in most digital marketing campaigns is not the lack of creativity in the banner ad or TV spot or the sexiness of the website. It is not even (often) the people involved. It is quite simply the lack of structured thinking about what the real purpose of the campaign is and a lack of an objective set of measures with which to identify success or failure”.

Test and learn opportunity:

Before jumping into a digital campaign or project, consider creating a measurement framework to structure how all of the following work together:

Business objectives

Macro and micro goals

Key performance indicators (KPIs)



The example above shows how goals, KPIs and segments are flow from the high-level business objectives that have been set out. The key is to understand how this framework might apply to your business and test a similar approach.

Run regular A/B testing to improve relevance

A/B or multivariate testing should form a key part of your ongoing test and learn programme. By experimenting with different types of content versus a current experience across web pages, social channels and/ or apps, you’ll be able to more accurately determine which variant performs better for a given conversion or goal.

Using the data from A/B testing removes guesswork and subjectivity, giving you the confidence to make more informed, data-driven decisions.

Test and learn opportunity:

A/B testing doesn’t have to be a complex or expensive process. Start small and experiment using particular pieces of content that have generated discussion or debate internally.

If you’re testing something more experimental or risky, take ‘controlled risks’ by showing the new content to only a small proportion of the audience (e.g. 10% of traffic). As you build an understanding and confidence in your hypothesis you can begin to increase the scope of your testing ‘landscape’.

One big bet Dynamic content and personalisation

‘Big bets’ can be anything that has the potential to enhance or optimise the organisation across multiple levels. Unlike the more operational continuous improvements highlighted above, ‘big bets’ often require more planning and investment, but if successful have the potential to future-proof a business.

For this post I’ve chosen to look at dynamic content and personlisation as an example of a ‘big bet’. This is closely linked to all three of the trends highlighted at the start of the post (data, mobile and ‘content shock’) and as I’ve tried to do throughout the post, this idea can apply to large and small businesses alike.

Optimise content to drive action

The essence of personalisation is about using content that is most relevant to the audience in order to generate higher engagement and conversion. One method of doing this is to use dynamic content, essentially showing the same web page to two people but serving different content within that page based on what we know about them:

Test and learn opportunity:

First and third-party data can be used to create more relevant and compelling experiences, and iterative platform testing can be used with or alongside A/B testing tools to learn about what is/ isn’t working. Take the time to find out what type and quality of data you have and run small tests initially to optimise content for different audience groups.

Create personal video and TV experiences

Test and learn opportunity:

Source: Google, 2024

A core goal for marketers should be about producing content and communications that matter to the audience. Programmatic marketing is something we’ve covered previously, but in a nutshell it’s about enabling brands to be responsive to their audience in real-time, with highly relevant messaging and creativity. The objective is to tailor messages to the right person, at the right moment, in the right context.

Test and learn opportunity:

Depending on device, location and weather, content can be delivered programmatically to different audiences and this is something that can be tested across different campaigns.

Google offers an excellent guide to getting started with programmatic marketing, with a useful checklist of key steps:

Organise audience insights

Design compelling creative

Execute with integrated technology

Reach audiences across screens

Measure the impact


Whilst it would be both unwise and costly to carry out tests for every trend that arises, an effective test and learn programme can enable us to carry out tactical and strategic experiments to build learnings and help us understand what works for our business.

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Learn The Different Test Techniques In Detail

Introduction to Test techniques

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List of Test techniques

There are various techniques available; each has its own strengths and weakness. Each technique is good at finding particular types of defects and relatively poor at finding other types of defects. In this section, we are going to discuss the various techniques.

1. Static testing techniques 2. Specification-based test techniques

all Specification-based techniques have the common characteristics that they are based on the model of some aspect of the specification, enabling the cases to be derived systematically. There are 4 sub-specification-based techniques which are as follows

Equivalence partitioning: It is a specification-based technique in which test cases are designed to execute representatives from equivalence partition. In principle, cases are designed to cover each partition at least once.

Boundary value analysis: It is a technique in which cases are designed based on the boundary value. Boundary value is an input value or output value which is on the edge of an equivalence partition or at the smallest incremental distance on either side of an edge. For example, minimum and maximum value.

Decision table testing: It is a technique in which cases are designed to execute the combination of inputs and causes shown in a decision table.

State transition testing: It is a technique in which cases are designed to execute valid and invalid state transitions.

3. Structure-based testing

Test coverage: It is a degree that is expressed as a percentage to which a specified coverage item has been exercised by a test suite.

Statement coverage: It is a percentage of executable statements that the test suite has exercised.

Decision Coverage: It is a percentage of decision outcomes that a test suite has exercised. 100% decision coverage implies both 100% branch coverage and 100% statement coverage.

Branch coverage: It is a percentage of the branches that the test suite has exercised. 100% branch coverage implies both 100% decision coverage and 100% statement coverage.

4. Experience-based testing

The experience-based technique is a procedure to derive and select the cases based on the experience and knowledge of the tester. All experience-based have the common characteristics that they are based on human experience and knowledge, both of the system itself and likely defects. Cases are derived less systematically but may be more effective. The experience of both technical people and business people is a key factor in an experience-based technique.


The most important thing to understand here is that the best technique is no single testing, as each technique is good at finding one specific class of the defect. also, using just a single technique will help ensure that any defects of that particular class are found. It may also help to ensure that any defects of other classes are missed. So using a variety of techniques will help you ensure that a variety of defects are found and will result in more effective testing. Therefore it is most often used to statistically test the source code.

Recommended Articles

This is a guide to Test Techniques. Here we discuss the List of Various Test techniques along with their Strength and Weakness. You may also have a look at the following articles to learn more –

A Test Plan Tool For Simpler Test Case Management

Vincent Kurutza Head of QA

Our QA team was lacking the time to write proper regression tests. We already had a much more complex and expensive tool which we never used. Then we gave Testpad a trial and the results were great.

Testpad customer for 6 years

Luke Hefson Engineering Manager

Testpad has really made writing test plans a breeze for our team. It helps us to dive into our tests, isolate defects, and provide context around the results.

Testpad customer for 9 years

Eric Wolf Senior Solutions Architect

We use Testpad to track all of our testing. It offers the depth and flexibility to model our entire test plan, but remains simple enough that onboarding new testers is effortless. The import and export facilities are really helpful for migrating test plans from other test management tools.

Testpad customer for 7 years

Jason Pritchard QA Engineer

Testpad is great! We use it every day testing embedded software, making light work of our many environments and configurations. I haven’t tried every QA tool out there but if I had the choice, I’d choose Testpad 10/10 times.

Testpad customer for 5 years

Stewart Warner Managing Director, Foxhole QA

Testpad customer for 4 years

Jason Hamilton Founder and CEO

Testpad is flexible enough to create and reuse test plans lightning fast. This helps our team spend more time preparing to test, do the actual testing and report the final results.

Testpad customer for 8 years

Brian Grau Head of Production

Testpad allows for rapid testing to fix issues in our software before it reaches our customers. The simplicity makes the testing process straight forward, gets the results to the engineering team, and is fun for the tester.

Testpad customer for 8 years

Nick Kenyon Head of Operations

Testpad customer for 11 years

Ashleigh Lodge Dev Team Lead

We couldn’t have ramped up our development schedule without Testpad. It’s a core part of our QA and the Testpad team are exceptionally responsive.

Testpad customer for 9 years

Adrian Wright Business Process and IT Strategy

I was looking at 16 different tools before I stumbled across Testpad. It’s simple and quick to use (easy enough to have business people use it with very little training). Reporting is simple and effective, making it clear who has tested what, where the bottlenecks are, and how much you still have left to do. Take a look – highly recommended.

Testpad customer for 11 years

Mike Andrews QA Manager

Testpad has become a core tool for our QA team. We’re expanding this year and will continue to use and support Testpad. We love it.

Testpad customer for 7 years

Phillip Cave VP Product Development

We rely on Testpad to help us organize our test plans and help coordinate testing between multiple people within our organization. Testpad is a valued part our release testing process at Jackson River.

Testpad customer for 10 years

Stephen Stillings Lead QA Engineer

Testpad is a crucial part of our QA toolset. The flexibility of Testpad allows us to rapidly document and execute tests and the reporting capabilities are simple yet detailed and informative. Testpad is swiftly becoming our default test management tool.

Testpad customer for 6 years

Anastasia Lutsenko Senior Tester

Great test tool! Simple and usable, it makes tester’s life easier and more productive.

Testpad customer for 10 years

How To Test If A Pc Can Run A Game

Are you excited to try out a new game on your PC? Try not to get ahead of yourself because it’s possible that the game might not work on your system or will give you very poor FPS (frames per second).

In this post, you’ll learn how to test if your PC can run a game before spending any money.

Table of Contents

The Manual Way

Before anything else, it’s best to go over the process manually. Doing so will help you understand what components you have in your computer.

This way, you will know how to test if your PC can run a game even if the automatic way won’t work. You’ll also get a better idea of what components on your system need to be upgraded to run the game properly.

Check Your Computer’s Specifications

First, let’s lookup the hardware information. Of the many details, focus on the CPU (processor) speed, the RAM (installed physical memory), and the GPU (graphics card) information.

You can do this without downloading anything. Just hit the Windows key, search for System Information, and launch it.

There, get the information about your PC’s CPU speed. If you have no idea how powerful or weak your CPU is based on the information provided by Windows, you can go to a site like CPU Benchmark and type in your processor there to see how it ranks overall.

Next, check the amount of RAM. These days anything less than 8 GB would be considered low, especially for a desktop PC. Also, don’t worry about the speed of the RAM, instead focus on the total RAM.

Then choose Display.

There, you’ll get more information about your Adapters and Resolution. Below, you can see that the only graphics card in this computer is Intel UHD graphics, which is built into the CPU. For any kind of gaming, you’ll obviously need a dedicated GPU.

Another easy way to do this is to use Speccy. It’s a system information tool that can provide you with all the details about the hardware in your computer.

Speccy has a free version, as well as a pro version. Since you will only be using it to retrieve basic information for now, downloading the free version is fine.

Download it into your computer and run the application. Once it’s done, you can get your hands on a lot of useful information about your computer.

Focus on CPU, RAM, and Graphics.

Check Your Game’s System Requirements

Next, go to the website where you will buy your game and find out the system requirements. If you have a hard time finding it on the website, you can search for it using Google.

Type in your game’s full name + system requirements and press enter.

Once you have located these requirements, it’s time to compare them with the system information we gathered in the previous step. Like before, your focus should be on the CPU, RAM, and Graphics.

If you want a better gaming experience, turn to the Recommended Requirements for your game. The Minimum and Recommended Requirements usually come next to each other. But if not, just go over it online. Again, use Google to search for these.

There, you can find information that’s similar to the game’s Minimum System Requirements, but slightly higher. And just like with the Minimum Requirements information, your focus should be on the CPU, RAM, and Graphics.

The Automatic Way

The manual way on how to test if your PC can run a game is straight-forward, but requires a decent amount of technical knowledge. If you prefer just being told whether or not your system is good or not, then you’ll like the method below.

Once you press enter, the requirements will be provided to you. This includes both the Minimum and Recommended System Requirements.

However, that’s not all! You’ll also see three button to the right side. The only one we are really interested in is the Can You Run It button. The other two are basically affiliate links to gaming PCs and graphics cards.

Similarly, this app will scan the hardware on your computer and then automatically compare it to the minimum and recommended requirements for the game.

Do You Need to Upgrade?

Finally, you need to decide whether your computer has the specs to run the game or if you need to invest some money in upgrading a core component of your computer.

To help with that decision, we recommend checking out a GPU comparison website like GPUCheck. Here, you can pick your current GPU and pick another GPU that you may want to purchase as an upgrade.

Finally, choose the desired quality settings you would want to use in your game. By default, it’s set to Ultra Quality, which is probably what most people want.

GPUCheck will give you detailed information about each GPU, including the FPS that you would get for different resolutions. So depending on the type of monitor of you have and whether it supports a high refresh rate and is 1080p/1440p/4K, you can quickly get an idea if you game will be playable or not.

The Abcds Of Developing Stand

Guidelines for great creative from the world’s largest video sharing site

YouTube has recognized the difficulty brands face to create content that effectively captures their audience’s attention and have developed a very helpful and comprehensive Playbook for Creative Advertising. The playbook is a detailed guide based on a collection of learnings from some of the most successful videos and campaigns on YouTube and is a fascinating read for brands, businesses and agencies alike.

Our Video and YouTube marketing guide, for Individual and Business Members, will help you grow your business online using video content and video platforms. The guide covers the production of video content but the core focus of the guide is to help you form a strategy for using video as part of your overall marketing as well as to show you the practical steps to take for success with this fast-growing medium.

Download our Premium Resource – Video and YouTube marketing guide

Our guide shows you how to review the full opportunities from video marketing whether you are a company looking to integrate video marketing more into your campaigns or a marketing agency looking to improve your video marketing services.

Access the Video and YouTube marketing guide

Incorporating video into your marketing strategy is a big step for any sized business. Whether you’re integrating video content into your always-on activity or planning video marketing within a campaign, you want to be sure all your channels are working together efficiently and effectively.

That’s why we recommend applying the RACE Framework to structure your marketing planning in the context of your customers’ omnichannel journeys.

Structured across reach, act, convert, and engage, our framework empowers marketers to use data to track and measure their marketing channels and make smart decisions to win more customers.

The ABCDs of effective creative for YouTube





A: Attract Frontload your story arc

Regardless of the format, it’s crucial to capture the audience’s attention early on. Users have limited time and attention so it’s important to hook them quickly.

This example from US nappy brand Luvs is a great example of a story that immediately grabs your attention from the very beginning before cleverly taking you quickly and concisely through to the core brand message.

Use people and familiar faces

Featuring a person, especially someone familiar, famous and/ or friendly, at the beginning of the ad can lead to increased viewership. As humans, we’re automatically drawn to creative that features someone we can relate to and YouTube have indicated that celebrities, women, and children often have the highest impact.

B: Brand

Although standing out and grabbing attention is key, it’s essential to have clear, prominent branding within the ad. Whilst it’s important to integrate your brand within the first 5 seconds, the trick is to do so naturally so that the brand feels a part of the story rather than something separate.

It’s also worth acknowledging that how you feature your brand will depend on the brand metrics you’re looking to influence. For example, ad recall is the extent to which an ad is remembered regarding a brand, product or service, whilst brand awareness is the extent to which consumers are familiar with a particular brand of goods or services. All the tactics featured with the ‘Brand’ section (as well as the other three sections), can impact these two metrics in different ways.

Brand placement

The Zach King Tic Tac ad is a great example of making the product and brand the star of the show. It helps that the content itself is clever and fun, and in addition to this the logo features in the first five seconds and is intrinsically tied to the product throughout the ad.

C: Connect

The power of storytelling is something we’ve covered on Smart Insights previously and is one of the most effective ways of connecting with the viewer and keeping them engaged for longer, all of which is associated with a lift in brand awareness and consideration.

Create an emotional connection

Developing content that has an element of humour or suspense is associated with an increase in ad recall. In some ways, this might seem obvious but for a small brand looking to break-through this is one of the best opportunities to stand out and build awareness when up against larger opposition with established brands and deep pockets, something Dollar Shave Club proved back in 2012:

Break the fourth wall

Interacting with the viewer directly, as demonstrated in the Dollar Shave Club example above, is a great way of creating a point of difference by challenging the audience’s preconceptions. Breaking the fourth wall has been associated not only with an increase in brand lift but also an increase in engagement with the narrative, both during and after the story has ended. Here’s another classic example from Old Spice:

D: Direct

The final element in YouTube’s creative principles is concerned with what you want the viewer to do after you’ve captured their attention. This is a crucial step in digital and something not always possible with traditional video and therefore a great opportunity to signpost a next step and boost brand lift at the same time.

Use a clear call to action

YouTube’s interactive platform features enable marketers to enhance their calls-to-action within the videos and provide an easy path to continued engagement and an opportunity for viewers to take an action right from the video player.

In addition to info cards, there are also call-to-action overlays, shopping cards and end screens. You can find more information on interactive elements on Google Support.


When you’re brainstorming and crafting video concepts, remember ABCD:

Make an impact from the very start to grab the viewer’s attention, integrate the brand naturally to improve ad recall, establish a connection with good storytelling and finally use a clear CTA to drive brand lift and make it easy for viewers to take action.

Book your free 1-2-1 consultation call to discuss your options and identify opportunities for your business to grow through video, digital, or omnichannel RACE planning

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Book your free 1-2-1 consultation to develop your new strategy with the RACE Framework

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Is Developing Human Brain Cells

Exploring the ethical choices of brain cell-based AI models in the recent future

Cortical Labs believes its hybrid chips could be the key to the kinds of complex reasoning that today’s computers and AI cannot produce. Another start-up making computers from lab-grown neurons, Koniku, believes its technology will revolutionize several industries including agriculture, healthcare, military technology, and airport security. Other types of organic computers are also in the early stages of development. While silicon computers transformed society, they are still outmatched by the brains of most animals. For example, a cat’s brain contains 1,000 times more data storage than an average iPad and can use this information a million times faster. The human brain, with its trillion neural connections, is capable of making 15 quintillion operations per second.

This can only be matched today by massive supercomputers using vast amounts of energy. The human brain only uses about 20 watts of energy or about the same as it takes to power a lightbulb. It would take 34 coal-powered plants generating 500 megawatts per hour to store the same amount of data contained in one human brain in modern data storage centers. Companies do not need brain tissue samples from donors, but can simply grow the neurons they need in the lab from ordinary skin cells using stem cell technologies. Scientists can engineer cells from blood samples or skin biopsies into a type of stem cell that can then become any cell type in the human body.

People will no doubt be much more willing to donate skin cells for research than their brain tissue. One of the barriers to brain donation is that the brain is seen as linked to your identity. But in a world where we can grow mini-brains from virtually any cell type, does it make sense to draw this type of distinction? If neural computers become common, we will grapple with other tissue donation issues. In Cortical Lab’s research with Dishbrain, they found human neurons were faster at learning than neurons from mice. Might there also be differences in performance depending on whose neurons are used? Might Apple and Google be able to make lightning-fast computers using neurons from our best and brightest today? Would someone be able to secure tissues from deceased geniuses like Albert Einstein to make specialized limited-edition neural computers?

Such questions are highly speculative but touch on broader themes of exploitation and compensation. Consider the scandal regarding Henrietta Lacks, an African-American woman whose cells were used extensively in medical and commercial research without her knowledge and consent.

Henrietta’s cells are still used in applications that generate huge amounts of revenue for pharmaceutical companies (including recently to develop COVID vaccines. The Lacks family still has not received any compensation. If a donor’s neurons end up being used in products like the imaginary Nyooro, should they be entitled to some of the profit made from those products?

As recently discussed in a study there are no evidence neurons on a dish have any qualitative or conscious experience so cannot be distressed and without pain receptors, cannot feel pain. Neurons have evolved to process information of all kinds – being left completely unstimulated, as currently done all over the world in labs, is not a natural state for a neuron. All this work does is allow neurons to behave as nature intended at their most basic level. Humans have used animals to do physical labor for thousands of years, despite often leading to negative experiences for the animals. Would using organic computers for cognitive labor be any more ethically problematic than using an ox to pull a cart? We are in the early stages of neural computing and have time to think through these issues. We must do so before products like the “Nyooro” move from science fiction to the shops.

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