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" ... Adjacency has been used by marketers for decades to build and reward loyalty with customers. Today, it is standard operating procedure for most banks. Marketers figured out years ago what made sense and what was combinable, but they didn’t have the technology that’s available today. The more banks know about their customers and prospects they are able to build data profiles which are anonymous to protect the consumer. Adjacency lets banks and retailers do data-led marketing that drives sales and loyalty without the creepy factor. ... "