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The Unilever U.S. team had identity challenges: For years customers received emails and visited the website, but not always by clicking through Unilever’s emails. Those website visits were being read as net-new interactions with the brand, even though many were from loyal customers across the Unilever portfolio.
For many brands, it’s not easy to solve for that disconnect—especially in an organization like Unilever, with 64 brands in its portfolio. Unilever had a lot of....
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