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Today’s customers want loyalty programs to be “about them” — individual, relevant and meaningful. Personally relevant deals are the second most frequently chosen reason for spending more with a company, mentioned by 48% of people, according to research by Ipsos Mori and The Logic Group. Data collection and usage is extremely important in building relevancy. Marketers need to demonstrate why consumers should engage with their brand. How do you collect and analyze data to create individual, relevant and meaningful rewards programs?