Forrester's Marketing Leadership Forum 2012
When designing a loyalty program, marketers often focus on the rewards and delivery mechanism for those rewards without considering how they will engage their target audience. They say “differentiate or die” but don’t have an approach to solve the problem of consumer engagement. Through case studies, this session will explore how marketers streamline loyalty inputs and touchpoints to drive deeper customer engagement.
Emily is an analyst focused on customer loyalty programs, with an emphasis on trends, technologies, services, and analytics. She helps marketing clients navigate the evolving customer loyalty landscape and develop intelligence-driven loyalty strategies and programs. Her research examines consumer attitudes toward loyalty programs, and the tools, skills, and processes required for Customer Insights Professionals and loyalty marketers to successfully foster meaningful relationships with their best customers.
Prior to becoming an analyst, Emily spent three years supporting Forrester's Customer Insights research team and researching customer loyalty. She fielded quantitative and qualitative surveys of Customer Insights Professionals and performed primary and secondary research for reports and consulting projects. She contributed to published reports about B2B customer intelligence, marketing technology adoption, social intelligence, online testing, intelligence-powered CRM, marketing service providers, and cross-channel marketing measurement.
Before joining Forrester, Emily served as a marketing coordinator at Northeastern University, marketing higher education programs.
Emily holds a B.A. in English from Boston College.