Cassie Lancellotti-Young is chief commercial officer of Sailthru
Measuring personalization: Moving beyond campaign-centric metrics
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Internet,Marketing,Mobile,Opinion,Software and technology | No 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","iv":"cb3f2182761c1d5f1ea59813f8e2c88b","s":"8dd1195e5b76727d"}