With a clear understanding of consumers’ preferences and intent, marketers can identify and target the best audiences and effectively activate their campaigns against that behavioral data. In this video, Claritas’ Barney Marvin, senior vice president of digital, shares how audience segmentation can improve the customer experience and increase lifetime value.

Marvin, a highly accomplished commercial and marketing executive with more than 30 years of experience in data, marketing, and technology, touches on third-party cookie deprecation and its effect on audience targeting. You’ll also hear examples of brands that have leveraged “off-the-shelf” and custom audience segmentation tools to find, connect with, and convert their ideal customers.