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When you want to give people the best possible experience, it is important to know more about your customer, because that provides you with the opportunity to cater to his needs and fulfil his wishes. It helps to collect certain data to enhance the experience. However, the place where you collect this data, for instance social media, might not be the place where you want to use it. To make such data usable, integration will help to improve the experience you are offering.
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