DataCandy president and CEO Lorne Schwartz knows a little bit about customer loyalty data and how it can be leveraged to help marketers achieve greater success and create holistic relationships. Schwartz talked to Loyalty360 about this vitally important topic among loyalty marketers. What are some of the myths about customer loyalty data that marketers might fear? Schwartz: A very common misconception revolves around size: My store is too small to manage loyalty program data or the size of the reward my store can offer is....

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