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It is impossible to be involved in the marketing or customer loyalty industry today and not be inundated with data. Data and analytics form the foundation for gathering and understanding the consumer insights that make customer experience personalization and relevant marketing possible. Data is crucial in this respect, and when in the hands of experts, data can become a powerful customer engagement tool.
This new frenzy over collecting data does, however, also come with a downside. For one, many brands now have too much data. Secondly....
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