There is rarely a rigid, black-and-white view of the world. True, 1+1 always equals 2, but in most of life’s experiences, there are typically many ways to go about things. Within the loyalty space, there are plenty of strategies that can be implemented to improve ROI, increase acquisition, or drive second transactions. However, the concept of cleansing data, creating unified profiles, and applying data requires the careful identification of when certain actions should take place, the....