Jeremy Nicholds of Visa Europe gave a presentation on how payment solutions can improve the customer experience, increase sales, and influence customer behaviors using data from transactions. He noted that not just banks but retailers, mobile operators, and social media companies are interested in payment data. According to a Deloitte study, influencing customer purchases through data can increase sales equivalent to £15.2 billion. Each payment leaves a data footprint that includes transaction details, location, and payment type that can provide insights to improve the customer experience.