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10 February 2022
Cultural intelligence meets customer journey planning
PersonalisationData analysisBehavioural research
Organizations have long relied heavily on behavioral data to segment their target markets, but audience segmentation and customer journey planning of the future will demand more from marketers.
According to Virginia Alvarez, head of cognitive intelligence at Wunderman Thompson EMEA, brands need to understand how cultural norms and nuances play into people’s purchasing decisions – an influencer of consumer behavior that has, until now, been largely overlooked by marketers.