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We’ve already seen how COVID-19 has changed consumer behaviors and business outcomes in the short term, but what about the long term? The constant fluctuation of case rates, openings and shutdowns makes that hard to determine, but there is one change that’s likely to have both short term and long term impacts: the invalidation of pre-pandemic consumer data. The invalidation of this data also invalidates any models that rely on it to predict future consumer behaviors,....

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