Fatemeh Khatibloo

Senior Analyst serving Customer Insights PROFESSIONALS

Fatemeh serves Customer Insights Professionals, with a focus on the shifting consumer data ecosystem, including how privacy issues impact marketing and how customer preference centers improve engagement. Her seminal research on Personal Identity Management (PIDM) describes how consumers will soon manage the sharing of their personal data with each other and with businesses. Her report, "Adaptive Intelligence," further defines a framework for privacy-compliant data sharing between organizations to gain insight, reduce risk, and increase profitability.

Previously, Fatemeh focused on CI Services providers, including agencies, analytics providers, MSPs, and consultancies. She continues to stay abreast of those topics, and the vendors within that rapidly-changing landscape.

Fatemeh's research has been featured in the New York Times, Wall Street Journal, AllThingsD, CNBC, and AdAge. She has contributed to the Harvard Business Review and Financial Times, provided commentary on NPR and the BBC, and been credited in the World Economic Forum's "Rethinking Personal Data" report. She is a frequent speaker at industry and client events, including SxSW, DataWeek, and PrivacyIdentityInnovation.

Previous Work Experience

Prior to joining Forrester, Fatemeh was principal of Times Two Marketing, where she built social and multichannel marketing programs designed to engage consumers, drive brand loyalty, and deliver relevant, actionable data to her clients. Prior experience at Binger Catalog Marketing, Epsilon, and Haggin Marketing (now SolutionSet) provided her with exposure to, and a deep understanding of, the challenges and opportunities facing multichannel organizations across a spectrum of channels, market verticals, and disciplines. She has also held several client-side positions, including at The Flax Companies and The Sharper Image, giving her a unique 360-degree view of the vendor/client relationship from the evaluation stage and beyond.

Fatemeh has served on the board of the Catalog & eCommerce Club of Northern California and as a judge for the Multichannel Merchant Awards and the ECHO Awards.

Education

Fatemeh has a B.A. in journalism from George Washington University.

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28 results in Reports

  • Fatemeh Khatibloo
  • For Customer Insights Professionals

    Report:Adaptive Intelligence: Assess Your Readiness

    Firms today have the false belief that they can create a 360-degree view of their customers with just the data they own. But this means they miss out on valuable insights from partners and...

    • Downloads: 77
  • For Customer Insights Professionals

    Report:Is Your Customer Insights Practice Ready For EU Privacy?

    Q&A: EU Privacy Regulations

    This report, originally written for security and risk professionals, is of critical importance to customer insights (CI) professionals as well. The European Union is poised to increase demands of...

    • Downloads: 81
  • For Customer Insights Professionals

    Report:The New Privacy: It's All About Context

    Adopt Contextual Privacy To Gain A Market Advantage

    "Privacy is dead": It's a trope so often repeated you might actually think it's true. But in the age of smartphones and sensors, privacy is not only possible, it's essential for building trust, the...

    • Downloads: 325
  • For CIO Professionals

    Report:Improve Business Outcomes With Adaptive Intelligence

    Making Business Intelligence A Collaborative Process Leads To Greater Insights, Security, And Efficiency

    Enterprise execs who seek to understand their customers, market, and competitive landscape can't afford to limit their insights to the data they generate. Nor can they hope to gain sufficient insight...

    • Downloads: 390
  • For Marketing Leadership Professionals

    Report:Introducing Adaptive Intelligence

    Why Firms Need To Share Data To Become Customer-Obsessed

    Enterprises seeking to better understand their customers, market, and competitive landscape can't afford to limit their insights to only what they already know — the data they generate...

    • Downloads: 540
    • Rating:
  • For Customer Insights Professionals

    Report:Navigating The Future Of Customer Intelligence

    Customer intelligence is in the throes of significant change brought about by two primary drivers: 1) the disruption caused by the massive shifts in consumer behavior, and 2) organizations' growing...

    • Downloads: 602
    • Rating:
  • For Customer Insights Professionals

    Report:Prepare For A World Of Consumer-Managed Data

    Executive Overview: The Personal Identity And Data Management Playbook

    Amid the talk of big data and personal clouds, another important trend is emerging: Consumers are increasingly aware of the data they create as they move about the Web and engage with businesses and...

    • Downloads: 335
  • For Customer Insights Professionals

    Report:Building Data Stewardship Is A New Customer Insights Imperative

    Organization: The Personal Identity And Data Management Playbook

    In anticipation of the increasing adoption of personal identity and data and data management (PIDM) tools and services, customer insights (CI) leaders will be held increasingly accountable for their...

    • Downloads: 302
    • Rating:
  • For Customer Insights Professionals

    Report:Customer Engagement Agency Progress Reflects Industry Maturity

    During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found...

    • Downloads: 236
  • For Customer Insights Professionals

    Report:The Forrester Wave™: Customer Engagement Agencies, Q4 2012

    How 13 Vendors Stack Up In An Emerging Market

    In Forrester's 19-criteria evaluation of emerging customer engagement agencies (CEAs), we found that only OgilvyOne Worldwide has made a significant-enough shift in this segment of its business to be...

    • Downloads: 792
    • Comments: 2
    • Rating:
  • For Customer Insights Professionals

    Report:Making Sense Of A Fractured Consumer Data Ecosystem

    Landscape: The Personal Identity And Data Management Playbook

    Although widespread adoption of personal identity and data management (PIDM) remains a few years away, the ecosystem of data lockers and authorization managers is already rapidly evolving. Firms...

    • Downloads: 372
    • Rating:
  • For Customer Insights Professionals

    Report:Should Your Firm Work With A Customer Engagement Agency?

    How To Decide Whether And When To Hire A CEA

    Customer intelligence (CI) professionals play an important role in a firm's evolution in the age of the customer — with many gaining C-suite visibility and achieving more-strategic positioning...

    • Downloads: 193
  • For Customer Insights Professionals

    Report:How Dirty Is Your Data?

    Strategic Plan: The Personal Identity And Data Management Playbook

    As personal identity management (PIDM) begins to take shape, companies must think about their customer insights (CI) practices differently. Today's data governance policies — the rules that...

    • Downloads: 448
    • Comments: 2
    • Rating:
  • For Customer Insights Professionals

    Report:Should You Engage In A Customer Intelligence Safe Haven?

    Why Marketers Must Create Partnerships To Succeed In The Future

    The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

    • Downloads: 269
  • For Customer Insights Professionals

    Report:The Evolution Of The Customer Engagement Agency

    As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

    • Downloads: 577
    • Rating:
  • For Customer Insights Professionals

    Report:Four Trends In Customer Intelligence Services

    Over the past year, we've been tracking a subtle shift in how organizations are evaluating and buying customer intelligence (CI) services. As executives at the C-level get involved in CI vendor...

    • Downloads: 318
  • For Customer Insights Professionals

    Report:Personal Identity Management Success Starts With Customer Understanding

    With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines,...

    • Downloads: 390
    • Rating:
  • For Customer Insights Professionals

    Report:Making Sense Of A Chaotic CI Services Landscape

    What CI Professionals Need To Know When Evaluating Their Needs And Vendors

    As Customer Intelligence (CI) becomes the nerve center of the organization, the number of vendors touting CI services as part of their offerings is growing. Vendors, from database marketing service...

    • Downloads: 452
  • For Customer Insights Professionals

    Report:To Insource Or To Outsource: Understanding The Customer Intelligence Decision Process

    As customer databases grow in functionality and organizational influence, Customer Intelligence (CI) professionals must choose between insourcing and outsourcing strategies to best facilitate their...

    • Downloads: 364
  • For Customer Insights Professionals

    Report:Personal Identity Management

    Preparing For A World Of Consumer-Managed Data

    Consumers are leaving an exponentially growing digital footprint across channels and media, and they are awakening to the fact that marketers use this data for financial gain. This, combined with...

    • Downloads: 790
  • For Customer Insights Professionals

    Report:Five Foundational Requirements For Retail Customer Intelligence

    In the age of the customer, the old rules and standards of database marketing will be the downfall of traditional retailers. While financial services, travel, and a handful of cutting-edge merchants...

    • Downloads: 586
  • For Customer Insights Professionals

    Report:US Database Marketing Service Providers: Alternatives To Consider

    The database marketing service provider (MSP) market continues to evolve, with a variety of entrants competing for space. Forrester's recent evaluation, "The Forrester Wave™: US Database...

    • Downloads: 516
  • For Customer Insights Professionals

    Report:Agile Methods Improve Customer Intelligence

    Customer Intelligence (CI) professionals should apply the principles of agile development — collaboration, self-organization, and iterative development — to speed delivery and create...

    • Downloads: 402
  • For Customer Insights Professionals

    Report:Retailers: Differentiate With Customer Intelligence

    Why Retailers Must Invest In Maturing Their CI Capabilities

    Multichannel retailers, who often have a direct-marketing provenance, have marts and warehouses full of customer data. But very few of them are turning that data into Customer Intelligence (CI) the...

    • Downloads: 629
  • For Customer Insights Professionals

    Report:The Attribution Readiness Self-Test

    Customer Intelligence (CI) professionals should constantly evaluate their need for next-generation marketing measurement processes, including cross-channel attribution. Successfully implementing...

    • Downloads: 288