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Jason Blackhurst wants every BankAmeriDeals experience to feel as good as a first date.

That’s the premise behind one of Bank of America’s (BofA) latest offerings to its customers, says Blackhurst, the bank’s SVP and e-commerce product executive. BankAmeriDeals uses data in bank customers’ accounts to find out what they buy, then partners with merchants to offer them deals on products and services—much like loyalty programs, but directly linked to their bank debit cards.

During the past two years, BofA has served 1.5

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