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I know that marketers do this. If you have a small business and you cann't hire a specialist, then you need to read more on the Internet about what strategies and tools they use to do this. I know that using analytics tools such as https://www.savvycube.com/customer-analytics help you better understand your customer and maybe help you identify your target audience. Knowing your target audience is critical to running a successful business. It can also make your ads more effective.
 
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