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Consumers are becoming increasingly picky about the messages they read and the products they buy. In response, marketers have to create personalized messages to attract and retain customers – and that requires data.

The consumer demand for relevant messages has given way to a whole new kind of marketing: data-driven marketing.

Marketers are now collecting data at every touch point to better understand their audience, interpret that data to predict future behaviors, and make real-time marketing decisions.

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