Marketing
July 27, 2022
Brands that use a one-size-fits-all to target consumers will lose out on major segments. Image credit: Euromonitor
By Nora Howe
When it comes to gaining a truly comprehensive analysis of shopping behavior, demographic data and regional statistics are not enough.
{"ct":"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","iv":"bafab5c25de5bafdb99240456966a28b","s":"b38e145bd6c1d82b"}
Share your thoughts. Click here