Measuring personalization: Moving beyond campaign-centric metrics
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Industry sectors,Internet,Marketing,Mobile,Opinion,Software and technology | No 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","iv":"92ea2bbab5e46f1d0b7f921c319f166c","s":"f6665f36a9ed77e4"}
Cassie Lancellotti-Young is chief commercial officer of Sailthru