Engendering customer loyalty through personalized advertising is one of Rakuten Marketing’s specialties, along with conducting keen research about consumer behavior that can influence the customer journey and provide marketers with data that can be leveraged to instill brand advocacy. Loyalty360 caught up with Bridget Fletcher, who is a strategic marketing leader specializing in B2C and B2B at Rakuten Marketing, to find out more about these compelling topics. What are brands doing well when it comes to leveraging changes in....

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