Marketers today must continually seek innovative ways to remain relevant and connect with an ever-elusive audience. Given those conditions, there is an opportunity to question everything, including the reliance on "tried and true" demographics. Some marketing strategists are searching for alternative data points that provide richer context. David Allison (pictured at top) of Valuegraphics is one such expert. He evangelizes connecting with customers based primarily on their values. We discussed why.
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