“You can overlay things like third-party data as well. So you can put over the top of the Lexer data, a product called Experian.”

“Outer signal enriches your existing customer data… then pushes into your email platform so retention flows can speak to a segment.”

“We need to federate the ownership of the data closest to the business, and that accountability and federation is critical”

“She advises to make sure there are clearly defined roles and assign ownership for strategy, project management, marketing, sales, etc.”

“We would explain, it says, look, we don't have millions of customers that have millions of points. We have thousands of customers that have millions of points. ... Virgin was top of our list, mainly because they have such a large reward ecosystem that involves Marriott, Hilton, Delta, etc.”