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Customers are demanding better and more personalized experiences from brands. That’s why brands need more relevant first- and zero-party data, which will enable them to increase their personalization efforts. If a brand is going to ask for data, after all, then the customer expects the brand to use that data in a relevant way. This idea of shared value, of an exchange based on reciprocity and trust, has never been more of a focus for brands, but it can still be a challenge.
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