Forbes contributors publish independent expert analyses and insights. Marianna Kantor is the chief marketing officer at Esri. When Americans planned to watch the solar eclipse last year, Walmart ...

Turning data into dashboards isn’t enough. The real ROI comes when insights drive action—changing how teams work, serve customers, and grow revenue. Every company collects customer data. Surveys, call ...

For years, customer experience teams have invested countless hours creating journey maps—those colorful wall charts dotted with personas, touchpoints and emotion curves. These artifacts have become ...