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In 2007, one of Canada’s leading movie theater chains — Cineplex — and one of Canada’s top five banks — Scotiabank — formed a mutually beneficial partnership to collect and act on customer data. The joint venture created the Scene loyalty program, which initially provided rewards for moviegoers and helped Cineplex act on data collected from its millions of annual customers.
As the Scene loyalty program grew, it found a unique position within....
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