SAS Executive Lead for Customer Intelligence Lori Bieda moderated this panel and introduced the concept of Marketing Optimization as the "Holy Grail" of marketing for the power it holds to enable marketing to fulfill its mandate as driving profitable growth for organizations. Joining her in this session was Stephan Chase, VP of Customer Knowledge at Marriott International and Adam Burgess, SVP of Marketing Strategies at Bank of America. Marriott's Stephan Chase began by....

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