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Consumers have always valued meaningful personal interactions—the baker who greets them by name or the cashier who remembers their kids’ birthdays. In the past, only smaller boutiques, local shops and luxury brands could offer such intimate customer journeys. Meanwhile, people accepted the anonymity of the digital marketplace as par for the course. But this is a new day. The arrival of social media, advanced analytics, and artificial intelligence has changed the way companies engage with their audience. Now, organizations of