For decades, marketers have segmented their target customers to get a read on who will buy a product or service. But if your firm is still doing traditional segmentation using demographic details or ...

No matter what product or service you sell chances are you don’t have a “one message fits all” approach that will resonate with every single one of your customers. The solution is to spend some time ...

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 ...