Marketing has evolved at the speed of light (or data in this case) under these recent years. In just a decade, the shop windows became posts, feedback has come in the shape of comments and likes, and sales can happen quickly and automatically, by just swiping up and tapping on a button. But, underneath these astounding, instant results, lies a mind-changing quest to understand your audience, from the one who normally buys from you to the one you’re interested to reach in.