About Forrester
Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Connie is a member of Forrester's Business Technology Futures team, which serves CIOs and their business partners by predicting the long-term business impact of information technology. Her research focus is on smart computing and analytics.
Connie came to Forrester through its acquisition of Giga Information Group in 2003. She has more than 25 years of experience in the IT industry and has been an analyst for 19 years. Most of her research focuses on business process management and business optimization. Prior to joining Giga, Connie managed BIS Strategic Decisions' European IT consulting group, headquartered in the UK. Before then, Connie was vice president of product marketing at TDC (now part of BancTec), a manufacturer of high-end document capture systems. She was also a manager with Andersen Consulting (now Accenture), specializing in document management, document imaging, and end user computing. Earlier, Connie was with Wang Laboratories, where she managed Wang's technical support resources for the US Department of Defense and intelligence agencies. She began her career in IT and management at Mathematica Policy Research.
Connie was the co-champion of Forrester's 2009 Business Technology Forum, with its theme of "Lean: The New Business Technology Imperative." Connie also co-championed Forrester's 2007 Technology Leadership Forum, with the theme of "Design for People, Build for Change," and Forrester's 2008 Technology Leadership Forum, themed as "Embrace Technology Chaos, Deliver Business Results." Connie is a widely sought speaker. She has keynoted at many industry events, chaired 10 business process and workflow conferences in Europe and the US, and co-chaired Giga's "Leveraging Knowledge" conference. Connie also served as a director of AIIM International, the premier association for the content management industry, and is a member of the Association of Business Process Management Professionals.
Connie attended the University of North Carolina at Chapel Hill and holds a B.A. in political science and history from East Carolina University and an M.B.A. in information systems from George Washington University.
Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...
Oreo’s recent quick-thinking “Dunk In the Dark” response to the power outage at this year’s Super Bowl put the spotlight on real-time branded content and reinvigorated the...

Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on....
New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical
CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

As digital infuses every medium, one of the oldest advertising mediums around — out-of-home — is getting a digital makeover. Forrester Researcher Cory Madigan recently attended a...
Business Case: The 21st Century Brand Marketing Playbook
In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders still need to convince their C-suite...
Forrester's research with senior marketing leaders shows that enterprisewide commitment and engagement are critical to successfully building a brand in the 21st century. But this is also marketers'...
As the economic malaise lingers on, marketers face increased pressure to prove the value of their marketing programs. And while many CMOs believe that future success will be judged on return on...
NBC recently announced that it would be streaming its coverage of the 2012 NFL Super Bowl online. NBC has streamed big events before (2010 Olympics, Sunday Night Football), but the big difference...
Assessment: The 21st Century Brand Marketing Playbook
Today's digitally empowered consumers have more opportunities than ever to voice their wants, needs, and expectations, forcing marketers to rethink the way they build successful brands. This report...
As the world’s largest advertiser, any move by Procter & Gamble (P&G) is closely watched. So much attention has been paid to its recent announcement that it will cut $10 billion from its...
Road Map: The Marketing Mix Optimization Playbook
Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps in effectively allocating marketing budgets across an increasingly fragmented media and...
Shopper marketing is going digital, providing shopper marketers with a plethora of new high-buzz technologies, devices, and platforms to communicate messaging, promotions, or content to their...
Benchmarks: The 21st Century Brand Marketing Playbook
In 2012, Forrester surveyed marketing leaders to get a pulse on their progress toward successfully building 21st century brands. The results show that marketers are in the early stages of 21st...
Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of...

There’s a lot of effort exerted by marketing leaders to turn customers into brand advocates. But their customers have a lot of brand choices and a lot of other things on their minds. What these...
Landscape: The Marketing Mix Optimization Playbook
Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling can help all...

In the age of the customer, digitally empowered consumers are no longer sitting back waiting for brands to talk to them. They are seizing newfound opportunities on digital platforms to voice their...
Use Technology To Move From Experimentation To Driving Results
In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...

Oreo’s recent quick-thinking “Dunk In the Dark” response to the power outage at this year’s Super Bowl put the spotlight on real-time branded content and reinvigorated the...
Like many marketing leaders out there, you are probably still coming to grips with understanding and working with Millennials — the 20-somethings being courted by media and marketing alike. But...
Road Map: The 21st Century Brand Marketing Playbook
Once the brand has its strategic bearings laid out — the North Star, the experience map, and its brand compass — it's time to cast off and start thinking about how to plan for the brand...

Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...
