Thank you for your questions. They are quite detailed. I will provide you with a cursory answer, but some of these deserve a more fulsome, detailed, written reply that we would be happy to furnish to the clerk to be distributed to the rest of the committee.
I wouldn't say our priorities have changed, but they have highlighted certain areas that are opportunities for us in a changing marketplace. For example, we were already on a course to find new ways to look at digital marketing in this age. We are looking at plans to get far more aggressive in that area.
You asked about KPIs and measurement. We're undergoing a re-evaluation right now. When you look at marketing campaigns, it has been a historic issue of trying to evaluate their ROI. We are looking at a whole series of issues in conjunction with Oxford Economics to look at how we're gauging the success of those campaigns.
As per the spending allotments that were within the estimates, I can go through the series of initiatives, but they include a fair amount of research. We're world-renowned for the research we do at Destination Canada.
Some of that expenditure is services we pay Statistics Canada. Some of the exploratory pieces are works we do to help build SMEs' capacity to get ready for marketplace.
We would be happy to supply a much more fulsome detailed answer to the questions to the clerk within, let's say, four business days if that's okay.