You’ve done the segmentation studies. You’ve parsed the data. You’ve sliced and diced every bit of learning you could get about your target consumer. (Maybe you even came up with a catchy name for your cohort, like “Determined Doers” or “Moms on a Mission.”) Now you’ve got a perfect picture of one very speci c type of individual. You understand their attitudes, their beliefs and their path to purchase. And you’re counting on these assumptions to inform every part of your digital marketing, from creative development and media placement to analytics and optimization. There’s just one problem.
If your consumer is one of the 60 million Hispanics who now comprise 20% of the U.S. population, you probably can improve their online purchase path and your ecommerce revenue.
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