How brands can identify an audience to drive from awareness to transaction
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"a709e66f0c2773a34707c2ecc35a320c","s":"a9e26d235ef7a2e8"}