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":"8297c5f0ec3302df44add4f912014160","s":"882af85d2029aed4"}
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