David M. Cooperstein

VP, Research Director serving CMO PROFESSIONALS

David serves CMOs as a leading expert in digital marketing and strategy, with hands-on senior management experience in social media and online advertising. David worked at Forrester from 1996 to 2002 in the telecom and retail verticals and rejoined in 2009. He helped define the multichannel retail world, predicted the demise of many of the dot-com retailers, and uncovered the true economics of bandwidth during his first tenure with Forrester.

Previous Work Experience

David has worked as a marketing and strategy expert for more than 20 years — 15 of those years in Internet technology and marketing strategy. He has been on executive teams with public and private companies and worked on the boards of several Internet startups.

David rejoined Forrester in 2009 after spending six years in startup and executive management for Gather.com, an online social network site, and Burst Media, an online ad network. Prior to Forrester, he worked in consulting at Booz Allen & Hamilton (now Booz & Co.) and international marketing with Northwest Airlines.

David has spoken at industry and company events in his Forrester and non-Forrester roles and has been quoted extensively in major national media outlets. He is a well-regarded speaker and moderator at such venues as the National Retail Federation, the annual Public Radio conference, and at many other industry events.

Prior to his return to Forrester, David was an active member of the Interactive Advertising Bureau.

Education

David holds a Bachelor of Science in consumer economics from Cornell University.

David M. Cooperstein's Research

  • For CMO Professionals

    Report: The Next Act For Agencies: The Post-Digital Agency Landscape

    Over the past five years, digital has defined "what's new" from agencies, and marketers have moved substantial budget to social, mobile, and customer relationship management (CRM), to the tune o...

    • Downloads: 620
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  • For CMO Professionals

    Report: Competitive Strategy In The Age Of The Customer

    Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery no longer create competitive advantage. In this a...

    • Downloads: 4285
  • For CMO Professionals

    Report: Establish New Agency Partnerships

    Building a 21st century brand requires marketers to form new types of partnership with agencies. As with the fast-changing technology landscape, it's up to marketers to stay current with the fas...

    • Downloads: 425
  • For CMO Professionals

    Report: Brands Must Adapt To Customers' Higher Standards

    The traditional pillars of brand equity are cracking under the weight of the higher standards of the 21st century consumer. Marketers are disoriented in this world where they are losing influenc...

    • Downloads: 733
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  • For CMO Professionals

    Report: Chart A New Course For Your Brand

    In order to build and preserve brand equity in the face of higher consumer expectations and support 21st century brand marketing, CMO and marketing leadership professionals must develop a strate...

    • Downloads: 609
    • Rating:
  • For CMO Professionals

    Report: Competitive Strategy In The Age Of The Customer

    Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery no longer create competitive advantage. In this a...

    • Downloads: 4285
  • For CMO Professionals

    Report: The Future Of Media Measurement

    Marketers can't see value in multichannel marketing until they can measure it. TV spending is still the biggest above-the-line expense, even as Internet usage increases and mass media audiences ...

    • Downloads: 1628
  • For CMO Professionals

    Report: The Post-Digital Rules Of Brand Building

    In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interact...

    • Downloads: 1091
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  • For CMO Professionals

    Report: Integrated Marketing Strategies For Low-Consideration Brands

    Consumers' relationships with butter, detergent, or cotton balls are fleeting. But these consumers are engaged in topics like cooking, cleaning, and beauty, which indirectly drive interest in pr...

    • Downloads: 814
  • For CMO Professionals

    Report: The CMO's Guide To Establishing A Social Media Policy

    An effective social media policy provides an essential guide for employees with respect to their use of social media, whether they are engaging in social media for personal or business reasons. ...

    • Downloads: 1231
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