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":"7abdcd772818304e73c1065abca01053","s":"a6538f5f5b50ea0a"}
Share your thoughts. Click here