Mendia, J. M. Valdez; Flores-Cuautle, J. J. A. - In: Cogent Business & Management 9 (2022) 1, pp. 1-16
Today's omnichannel business models incorporate physical and digital touchpoints interacting with customers. A hyper …-personalization strategy when real-time touchpoints are linked to a customer Master Data Management that integrates the three types of customer …