Turning customers into fans is more than a catchy phrase; it’s the goal of every marketer to get beyond the next purchase and into the heart and head of the customer. The same rule applies for sports teams—it’s one thing to bring a customer to a game, but quite another to use technology to create an outstanding experience, win or lose. Whether the business is an NFL team like the Oakland Raiders or a grocery retailer, better experiences have a profound impact on loyalty and....

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