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.
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","iv":"4def9320b0cbbff74fa653c104938217","s":"b390412dc65dbc44"}
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