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":"fb1b19127526c2e02a24fc53b2ca60ea","s":"3a2ccbf44d0e0a08"}
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