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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22 results in Reports

  • David M. Cooperstein
  • For CMO Professionals

    Report:Competitive Strategy In The Age Of The Customer

    Only Customer-Obsessed Enterprises Can Survive Disruption

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

    • Downloads: 4294
  • For CMO Professionals

    Report:The Future Of Media Measurement

    Preparing For A Convergence Of Measurement Across Channels

    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

    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: 1095
    • Rating:
  • 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
  • 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: 1232
  • 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: 739
    • Rating:
  • For CMO Professionals

    Report:TV Advertising Budgets Are Under Siege

    Forrester and the Association of National Advertisers (ANA) surveyed 104 US advertisers representing nearly $14 billion in measured media budgets. More than half of them — 62% — told us...

    • Downloads: 883
  • For CMO Professionals

    Report:TV And Video Advertising Is On The Upswing In 2012

    Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

    • Downloads: 827
    • Rating:
  • For CMO Professionals

    Report:US TV Ad Spending Forecast, 2009 To 2014

    Cable And Advanced TV Advertising Drive Return To Modest Growth

    Television remains the dominant mass medium in the US, and TV ad spending is usually the biggest line item in consumer marketers' budgets. Spending has been down lately, primarily due to the...

    • Downloads: 731
  • 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: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 of $50...

    • Downloads: 626
    • Rating:
  • For CMO Professionals

    Report:TV's New Advertising Frontier

    New TV Advertising Options Point Marketers Toward The Future

    After 50 years of the 30-second spot, "innovations" like infomercials, and product placements, the world of TV advertising is about to go through a massive change. The promise of interactive TV is...

    • Downloads: 651
  • 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: 610
    • Rating:
  • For CMO Professionals

    Report:TV's Currency Conversion

    Marketers Need To Prepare For More Complex TV Buying In The US

    Since the birth of TiVo in 1997, set-top-box data has been discussed as a more accurate alternative to Nielsen data for buying commercial slots in linear TV. But advertisers remain comfortable with...

    • Downloads: 528
  • 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: 575
  • For CMO Professionals

    Report:Case Study: Cleveland Clinic Takes A Stepladder Approach To Achieve Social Media Success

    Start Small And Engage The Enterprise To Overcome A Regulated Environment

    The Cleveland Clinic was not the first healthcare firm to experiment in social media, but it achieved success where others failed. A pragmatic assessment of the barriers it faced in developing social...

    • Downloads: 615
  • For CMO Professionals

    Report:The CMO's Role In Technology Decisions

    Marketing Leaders Take On One Of Three Technology Leadership Roles

    As technology becomes more intertwined with marketing efforts, marketing leaders must decide what their role should be in technology purchase decisions. Forrester identifies three roles that chief...

    • Downloads: 589
  • 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: 519
  • 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...

    • Downloads: 426
  • For Marketing Leadership Professionals

    Report:Social Media Policy Template For CMOs

    This template provides a starting point from which to draft your own social media policy. The template follows the outline provided in the associated report, "The CMO's Guide To Establishing A Social...

    • Downloads: 36
    • Rating:
  • For CMO Professionals

    Report:Marketers' Empowered Opportunity

    The HERO Index: Finding Empowered Employees

    Your customers are more empowered every day. Facebook, LinkedIn, YouTube, Twitter — accessible on smartphones, tablets, and connected TVs — are just the latest in the growing list of...

    • Downloads: 354
  • For CMO Professionals

    Report:The Right Customer Experience Benefits CMOs

    What Is The Right Customer Experience Strategy?

    Marketers bear the responsibility to guide the brand experience. A large part of that experience is driven by advertising and promotion, but that only covers a small slice of the overall interaction...

    • Downloads: 420