When they realized a deep dive into numbers would help differentiate their investing strategy, the managers ordered their staff to conduct a six-month study on every valuation metric they could think of.

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But Mr Romney can take heart from a deeper dive into the numbers.

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And when you dive deeper and look into specific age demographics, the numbers re: brand loyalty are even more telling.

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And the deeper you dive into history, the tougher is it to find reliable numbers.

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