Most marketers know that data is a necessity in the current customer loyalty environment. In fact, some thinkers have even likened it to oil—which is used to fuel nearly every technological advancement of modern society. In the same manner, brands just can’t run their loyalty programs without data.   However, using data is still a challenge. Marketers don’t just need to know what data will be most useful, how to aggregate it into a single view, and what insights to draw from it. They also need to be able to....

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