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":"6aa6db566511487b936d7592297ab2b0","s":"4d7d28b8be71bf30"}
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