INDIANAPOLIS — Marsh Supermarkets here announced that it has partnered with analytic services firm Spire, Monroe, Conn., to enhance its ability to leverage shopper card data and generate actionable insights across the chain. The partnership aims to "incorporate not only the rich buying behavior from our loyalty card, but also attitudinal data that describes how our households engage with us," said Mark Heckman, vice president of marketing for Marsh. "This gives Marsh a complete picture of ...

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