As consumers’ buying behaviors continue to evolve, the challenge for brands to better understand the customer is more important. “Companies need to implement a data-led, customer-centric strategy that delivers actionable insights into customer loyalty in order to stay relevant,” says Christian Selchau-Hansen, CEO and co-founder of Formation, an enterprise software company that optimizes the customer journey through personalized marketing experiences. Selchau-Hansen is sharing his company’s insight into the....

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