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.

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7 results in Reports

  • David M. Cooperstein
  • Branding
  • For CMO Professionals

    Report:Brands Must Adapt To Customers' Higher Standards

    Vision: The 21st Century Brand Marketing Playbook

    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 influence...

    • Downloads: 733
    • Rating:
  • For CMO Professionals

    Report:Chart A New Course For Your Brand

    Strategic Plan: The 21st Century Brand Marketing Playbook

    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 strategic...

    • Downloads: 609
    • Rating:
  • For CMO Professionals

    Report:How To Deliver A New Brand Experience

    Processes: The 21st Century Brand Marketing Playbook

    Many companies are well on their way to delivering a top-notch brand experience for their demanding customers. CMO and marketing leadership professionals can learn from the experiences and processes...

    • Downloads: 574
  • For CMO Professionals

    Report:CMOs Must Lead The Brand Experience

    Organization: The 21st Century Brand Marketing Playbook

    Twenty-first century brands are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world in which the companies that take an obsessive...

    • Downloads: 518
  • For CMO Professionals

    Report:The Post-Digital Rules Of Brand Building

    Executive Overview: The 21st Century Brand Marketing Playbook

    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 interacted...

    • Downloads: 1091
    • Rating:
  • For CMO Professionals

    Report:Why Consideration And Preference Are A Priority

    Marketing Leaders Should Shift Budgets For Regular Purchases

    Marketing leaders still spend more money to create awareness — the beginning of the marketing funnel — than they spend on consideration and preference. Despite these investments, most US...

    • Downloads: 665
  • 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...

    • Downloads: 814