Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Attribution in marketing gets a lot of attention—and rightly ...

Getting predictive audience technology right for your company and customers requires thoughtful planning to adhere to consumer privacy laws and expectations. Privacy ...

• Missed High-Value Audiences: Using behavioral segments such as “evening mobile shoppers” or “first-time buyers of local ...

What does your current strategy look like? What’s working? What needs to change? If, like many, you’re relying almost exclusively on paid advertising, what would happen if that channel ceased to work?

More emails are being sent today than ever before: The number sent and received is projected to reach 376.4 billion by 2025. For that reason, it's now more complicated for senders to reach their ...

Reaching multiple generations doesn’t have to be a challenge. Learn how to craft a unified, data-driven marketing strategy that combines personalization, multi-channel reach and timeless techniques to ...

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...