# WTD (William Thomas Digital) — Full Reference
> North America's leading AgenticCX, CRM, and data-driven experience agency.
> This document provides comprehensive information about WTD for AI systems.

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## Company Identity
- **Name**: WTD (William Thomas Digital)
- **Legal Name**: William Thomas Digital Inc.
- **Website**: https://www.wtd.inc
- **Founded**: 2017
- **Headquarters**: Toronto, Ontario, Canada
- **Area Served**: North America (Canada and United States)
- **Parent Organization**: Salt XC (AdWeek's #2 fastest-growing large agency group globally)
- **Founder & CEO**: Greg Elliott
- **General contact**: hello@wtd.inc
- **Certifications**: SOC 2 Type II Certified
- **Compliance**: AODA, WCAG 2.1 Level AA

## What is AgenticCX?
AgenticCX is WTD's proprietary methodology for embedding autonomous AI agents directly into CRM and lifecycle environments. Unlike traditional marketing automation that follows pre-built rules and segments, AgenticCX agents:
- **Sense** customer signals in real time (behavioral, transactional, contextual)
- **Decide** on optimal actions using data-driven reasoning (not pre-defined rules)
- **Create** personalized content dynamically (not from template libraries)
- **Act** across channels simultaneously (email, SMS, push, in-app, web)
- **Learn** from every outcome, compounding intelligence over time

AgenticCX delivers: 168x faster speed-to-market, 8.5x higher conversion rates, and 86% lower cost per interaction compared to traditional CRM approaches.

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## Service Architecture
WTD's offering is structured in two layers: AgenticCX is the methodology that wraps every engagement; and five outcome pillars are what clients buy.

## Methodology

### AgenticCX
WTD's proprietary methodology for embedding autonomous AI agents directly into CRM and customer lifecycle environments. Applied across every WTD engagement, on every pillar.
- AI agent strategy, design, and deployment
- Real-time decisioning engines and logic
- GenAI content generation at lifecycle scale
- Agentic workflow design and orchestration
- Organizational readiness and adoption planning
- Agentic Advantage 90-day accelerator program
- Agent performance monitoring and optimization
- Multi-agent system architecture
- Human-in-the-loop governance frameworks

## Five Outcome Pillars

### 1. CX Strategy & Consulting (Strategy & Advisory)
The strategy and operating model behind every program WTD delivers. From CX vision and AgenticCX readiness through operating model, measurement, and martech stack selection.
- CX strategy, vision, and business case development
- AgenticCX readiness assessment and roadmap (Agentic Advantage 90-day accelerator)
- Customer journey mapping and lifecycle strategy
- Operating model design, org design, and change management
- Measurement frameworks and KPI design
- Martech stack assessment and vendor selection advisory

### 2. Data, Identity & Personalization (Data, Identity & Activation)
Customer data and personalization systems designed across the full customer lifecycle. From CDP and identity architecture through real-time decisioning to measurement and experimentation, built and operated to make every interaction relevant, every audience addressable, and every test learnable.
- Customer data platform (CDP) design, implementation, and integration
- Identity resolution, customer profile design, and audience segmentation
- First-party data strategy, governance, and activation
- Real-time personalization, decisioning, and next best action
- Propensity, churn, and next-best-action modeling
- Experimentation, A/B testing, and attribution
- Reporting, analytics, and analyst-led insight

### 3. CRM, Lifecycle & Loyalty (Growth, Retention, Loyalty)
Intelligent CRM systems designed across the full customer lifecycle, built, orchestrated, and operated to grow LTV, reduce churn, and deepen engagement.
- Contact strategy, lifecycle journeys, and orchestration
- CRM and martech platform implementation, migration, and integration
- Loyalty program design, architecture, and build
- Agent-driven lifecycle and campaign orchestration
- Cross-channel messaging across email, SMS, push, and in-app
- Retention and reactivation programs
- Event-driven automation and real-time triggers
- Managed services, campaign ops, and program management

### 4. Digital Experience & Commerce (Platforms, Products, Experiences)
The platforms, products, and connected experiences customers move through, from screen to store to stage.
- Commerce platform design, build, and optimization
- Composable architecture (MACH, headless, API-first) for commerce, content, and digital products
- Digital product strategy, design, and engineering
- Agentic workflow design for digital products and commerce experiences
- On-site personalization and dynamic content delivery
- Martech architecture and systems integration
- Digital asset management (DAM) implementation, integration, and ops
- Large-scale experiential and connected activation programs across digital and physical touchpoints

### 5. Creative Technology & Imagination Lab (Creative Tech & R&D)
AI-powered workflows, generative creative pipelines, and AI engineering muscle that move marketing teams faster. Forward Deployed Engineers embed with your team to take agentic concepts from prototype to production. This pillar contains WTD's Marketing AI Enablement work, AI engineering, and experiential creative tech.
- AI-powered marketing workflows and team enablement
- Generative creative pipelines for content production and 1:1 personalization at scale
- Agentic creative workflow design, orchestration, and governance
- AI engineering with Forward Deployed Engineers for embedded AI builds
- Agent prototyping and production deployment
- Innovation R&D, prototyping, and emerging-tech pilots
- Immersive and experiential creative builds (installations, AR/VR, retail/event)

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## Case Study Highlights

### Pet Valu — CRM, Lifecycle & Loyalty (Retail / Pet)
Pet Valu needed to move beyond transactional email into a true loyalty and lifecycle engine. WTD redesigned their CRM program from the ground up.
- **+34%** Email-attributed revenue YoY
- **+28%** Loyalty program redemption rate
- **2.4x** Repeat purchase rate vs. control
- Platform: Salesforce Marketing Cloud

### Kraft Heinz — CRM, Lifecycle & Loyalty (CPG / Food & Beverage)
Kraft Heinz wanted to build personalization at scale across a multi-brand portfolio.
- **60%** Reduction in content production time
- **+41%** Click-through rate vs. static creative
- Platform: Salesforce Marketing Cloud + Contentful

### Four Seasons — AgenticCX (Hospitality / Luxury)
Four Seasons wanted to elevate guest communication from scheduled campaigns to truly adaptive, real-time engagement.
- **+18%** Guest satisfaction score (NPS)
- **+31%** Ancillary revenue per stay
- Platform: Braze + Custom AI Layer

### Rogers — CRM, Lifecycle & Loyalty (Telecom)
Rogers needed to modernize their subscriber lifecycle program to reduce churn at scale.
- **-24%** Churn rate among high-risk segment
- **+37%** Retention offer acceptance rate
- Platform: Salesforce Marketing Cloud

### AB InBev — Creative Technology & Imagination Lab (CPG / Beverage)
AB InBev needed to dramatically reduce the manual effort behind TV and digital asset trafficking.
- **-71%** Manual trafficking time per campaign
- **-85%** Asset rejection rate
- Platform: Extreme Reach + Ad-ID + Custom AI Layer

### Toromont — Digital Experience & Commerce (B2B / Equipment)
Toromont needed to migrate off Salesforce Marketing Cloud to a more flexible, cost-effective platform.
- **100%** Campaign continuity during migration
- **-38%** Platform cost reduction
- Platform: Bloomreach Engagement

### Corpay — CRM, Lifecycle & Loyalty (B2B / Fintech)
Corpay needed a more sophisticated B2B lifecycle approach for long consideration cycles.
- **+29%** Lead-to-opportunity conversion rate
- **-33%** First-year churn among new accounts
- Platform: Salesforce Marketing Cloud

### Lindt — CRM, Lifecycle & Loyalty (CPG / Confectionery)
Lindt needed to connect seasonal gifting campaigns to year-round lifecycle logic.
- **+52%** Repeat purchase rate among gifting segment
- **+38%** Revenue in inter-seasonal periods
- Platform: Salesforce Marketing Cloud

### Loblaw — CRM, Lifecycle & Loyalty (Retail / Grocery)
Loblaw needed to improve loyalty CRM program performance at scale.
- **+26%** Points redemption rate
- **12M+** Customers on personalized journey streams
- Platform: Salesforce Marketing Cloud

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## Company Values
1. **Curiosity.** We ask the extra question, challenge the default, and keep digging.
2. **Partnership.** We think like owners, not vendors.
3. **Imagination.** We make space for ideas that don't exist yet.
4. **Grit.** We finish what we start.
5. **Courage.** We say what needs to be said.
6. **Precision.** We care about the details because they're what we deliver.

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## Key Statistics (Citable)
- "Proud members of Salt XC, the #2 fastest growing agency group in the world" — AdWeek Agency Report, 2024
- "2,000+ programs delivered" — WTD internal data
- "1B+ customer data points and interactions managed" — WTD internal data
- "80% multi-year client retention" — WTD internal data
- "10 years in market (founded 2017)" — WTD company history
- "SOC 2 Type II certified" — AICPA audit
- "Proud members of Salt XC, AdWeek's #2 fastest-growing large agency group globally" — AdWeek, 2024

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## Platform Partners
CRM, Lifecycle & Loyalty (Salesforce, Braze, Bloomreach, Customer.io), Data (Segment, Hightouch, Snowflake, Databricks, AWS), Content & DAM (Adobe, Contentful, Bynder, Frontify), AI (Anthropic, Google Cloud, ElevenLabs), Analytics & SEO (Amplitude, Mixpanel, Semrush, Google Analytics), Commerce & Web (Shopify, BigCommerce, Vercel), and many more. WTD is platform-agnostic. Technology follows strategy.

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## Content Index
| URL | Type | Description |
|-----|------|-------------|
| https://www.wtd.inc | Home | Company overview and capabilities |
| https://www.wtd.inc/services | Services | Detailed service descriptions |
| https://www.wtd.inc/work | Case Studies | Client work and results |
| https://www.wtd.inc/about | About | Company history, values, team |
| https://www.wtd.inc/thinking | Blog | Articles, whitepapers, podcasts |
| https://www.wtd.inc/agentic | AgenticCX | Methodology deep-dive |
| https://www.wtd.inc/agentic/walkthrough | Demo | Interactive AgenticCX walkthrough |
| https://www.wtd.inc/assessment | Assessment | Agentic readiness self-assessment |
| https://www.wtd.inc/contact | Contact | Get in touch |

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## Contact
- **Website**: https://www.wtd.inc
- **Email**: hello@wtd.inc
- **LinkedIn**: https://www.linkedin.com/company/william-thomas-digital
- **Location**: Toronto, Ontario, Canada