At the recent Loyalty Expo in Orlando, hundreds of brands and practitioners from various industries came together to discuss best practices and new strategies for increasing the loyalty and engagement of customers. One common thread there was the importance of data to truly understand the customer, and therefore understand how to keep the customer loyal to the brand.
 
In 2018 data is king. Brands are inundated with it — data from sales channels, digital platforms, call centers, CRM systems, In-store POS, social....

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