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At the beginning of 2012, we landed on three words that would demand our attention and guide our work in loyalty marketing during the year. The words were Data, Social, Mobile. Each has significance, though for reasons you might not expect. As we enter Q4 of 2012, we realize that another word could be added to the list: Human.

Sometimes we forget that our customers are “human beings”. They are complex, yet able to be moved to action by tapping into unique sets of characteristics defined through the study of....

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