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Knowing me, knowing you

Customer intelligence requires humans and machines to work together, writes Hearts & Science’s Dana Sarkis

By Dana Sarkis, head of marketing science and growth strategies at Hearts & Science MENA
The relationship between brands and consumers has reached an inflection point. Advertising is no longer a one-way street, and all brands must quickly adapt to this new reality if they are to survive. The path to purchase used to be simple but this journey is rarely linear today. To cater to increasingly demanding consumers and thrive in a highly competitive environment, brands need to look at every step of their customer experience. It starts with real customer intelligence.
Investing in this customer experience calls for much more than recruiting a “chief customer experience officer”. It is


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