Sublime

McKinsey’s authors present the topic in the Next in Personalization 2021 Report.1 In the study they divide companies into different archetypes based on their go-to-market (GTM) models and how directly each company interacts with its customers.

brand non-buyers,

Attribute measurement should consider the role of the attribute in category buyer choice processes

Underpinning this overall distribution are the different distributions for buyers and non-buyers

Marketing activity impacting brand-attribute linkages

degree

What about new launches and…

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a greater propensity to process a brand’s advertising.

The average number of CEPs that buyers experienced across these studies is 6.4.