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Our industry traditionally, naturally focuses on the data most visible, most apparent and most readily captured—the data that streams through our digital, mobile, video and retail channels. But people today interact with hundreds of brands in infinitely different ways. And each touchpoint is not just a data point, it’s part of an interconnected story that is the total brand experience.
But that story is not being told.
Many brands myopically read chapters—versus full volumes—in reaching conclusions about brand interactions.
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