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":"fa4125a910b6f1eb2fd66271708fab49","s":"2f638902e0953ef9"}
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