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James McDermott, CEO, Lytics

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The Interplay of Data and Personalization
James McDermott, CEO, Lytics, 8 Apr 2016

We’ve all experienced a marketing message that doesn’t hit the mark. Perhaps it was a direct-mail piece about cellular service from a telecommunications provider, but you’re already a customer. Or an email marketing offer from a children’s retailer, but you don’t have kids. These one-to-many marketing gaffes have sabotaged relationships between consumers and brands, but they have been what’s available. That’s why personalized, one-to-one marketing has long been the holy grail of marketers.

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