A newly-released white paper sponsored by TSYS and conducted by Loyalty 360, Turning Customer Data Into Action, has found that, while the vast majority of brands collect customer data, they face many obstacles in using the data to drive strategic change. Marketers who are able to overcome these challenges, however, report that making the data actionable delivers bottom line results. Results most often realised by using the data include increased loyalty programme participation (58.5%), increased marketing ROI (54.7%), increased number of transactions (52.8%), and increased marketing effectiveness (52.8%)...