DON'T FORGET THE DATA

As in most things, a retailer's ethnic marketing efforts can be helped considerably by technology and, perhaps more important, by the data that drives that technology.Data, if it's good, can tell quite a bit about the demographic trends concerning ethnic populations. For example, according to ACNielsen, Schaumburg, Ill., Hispanics represent the fastest growing slice of the U.S. population, having

As in most things, a retailer's ethnic marketing efforts can be helped considerably by technology and, perhaps more important, by the data that drives that technology.

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