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":"a9c570d2dc8f0e49c66a6750af177ce5","s":"a1a0e2c482633d4a"}