Actions speak louder than words – both in real life and in the world of consumer data. That’s the prevailing wisdom, anyway. But, while point-of-sale (POS) data is the ultimate measure of consumer demand, it does not always reflect the complex picture of a shopper’s full wants. It is only by layering multiple data and insights to build up a 3D customer picture that you can predict where their sentiments are heading, what they may buy next, or even what they would buy now, if the alternative was presented.

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