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Loyalty Live: TCS on Leveraging Customer Data Platforms in Support of Loyalty Program Efforts
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As brand marketers seek to comprehensively understand and use the customer data they’ve collected, one of the first considerations centers on integrating a customer data platform (CDP) into their martech stack or better leveraging the one already in place. While a CDP houses disparate data gathered by various technologies used in an organization, unless a clear process of persona-building, establishing customer journeys, and purpose-led engagement is prioritized, brands can fall into a pattern of trying to engage customers solely through transactional loyalty efforts — which…
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