Why brands must relearn what they know about their customers Why brands must relearn what they know about their customers

It was 15 years ago when the architect of Tesco’s Clubcard famously said that data is the new oil. Back then, Tesco set the standard for customer analytics. Rumor has it, that its peak, Tesco’s customer and data analysis could tell when couples were about to break up, before the couples themselves. About the author […]