Macy's wants to better understand its customers. That's why the department store has hired dunnhumbyUSA to analyze its sales data, develop customer segmentation models and help the chain develop more targeted programs to drive same-store sales. Interestingly, dunnhumby has signed a deal that will make Macy's its one and only department store client in the U.S. What has prevented Macy's from better understanding and responding to its customers' needs up to this point?

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