NakedWines.com is an online wine retailer that works on a subscription basis and operates in the UK, US and Australian markets. NakedWines.com’s customers (called Angels) fund independent winemakers from around the world, in return for exclusive access to delicious wines at wholesale prices. The Challenge NakedWines.com emphasize exceptional customer service to their members, who they refer to as “Angels”. Through the NakedWines. com’s website, mobile app, emails and phone support, Angels come to expect highly personalized wine recommendations as a result of their purchases and subsequent ratings. But in order to provide this experience at scale in their email campaigns, the marketing team needed to orchestrate a highly complex use of data, systems integration and technology. The

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