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 Comments{"ct":"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","iv":"1753f2028f77a5f52345837a2f37ea9e","s":"af6b192bdc73c83b"}