Why isn’t sales history alone sufficient to understand shoppers?

2020-09-17T20:37:18+01:00June 11th, 2020|Views|

If you read the marketing tomes coming from the likes of Nielsen, IRI, Kantar, 84.51, Dunnhumby etc, you would imagine that historic sales patterns can answer pretty much any category or retail strategy requirement. There are many providers of sales analytics. An entire Industry. An Industry with a common dominant assumption, an assumption that