Will Herlands is Co-founder and CTO at Fondue, a Shopify app that is helping ecommerce brands grow profitably. At Fondue we've built CashBack to be a better discount: larger AOV, more profitable on first purchase, greater engagement, and higher LTV. It can’t be leaked to discount aggregation sites and shoppers love the experience.We work with the entire range of ecommerce from small DTC brands to publicly traded companies, and from electric scooters to astrology candles.Prior to starting Fondue, Will graduated with a dual PhD in Machine Learning and Public Policy from Carnegie Mellon University where he was advised by Daniel Neill and Andrew Gordon Wilson. His work focussed on novel methods to automate and generalize econometric tools for causal inference in observational data.During grad school he founded, scaled, and exited his first ecommerce brand: Willow - a premium incontinence product for older adults.