Cassie Lancellotti-Young is chief commercial officer of Sailthru
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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