With a clear understanding of consumers’ preferences and intent, marketers can identify and target the best audiences and effectively activate their campaigns against that behavioral data. In this video, Claritas’ Barney Marvin, senior vice president of digital, shares how audience segmentation can improve the customer experience and increase lifetime value.

Hispanic consumers have endured exceptional financial volatility—mostly bad—during the pandemic. Even in normal times, this population is a moving target, with its diverse components evolving in financial strength, degrees of acculturation, and digital engagement.

At a life stage that entails lots of buying, millennials are combining digital and in-store shopping in ways that work best for them.

Marketers must look past some familiar stereotypes of millennial life—about their digital usage, shopping behavior, finances and attitudes toward homeownership—to grasp the realities of how this cohort has evolved.