Andreas Reiffen is founder/CEO of Crealytics
Merchandising and marketing: Re-connecting silos, embracing Big Data and addressing modern metrics
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"d86cdc6bede2b945338c5d2e200ef177","s":"2088bb4a736cc7dd"}