You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Dunnhumby: Time to Ditch the Demographic Data King Says Marketers' Media Choices Should Be Based on Consumer-Purchase Behavior By Jack Neff, Published on February 11, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.