Jennifer Wise

Analyst serving Marketing Leadership PROFESSIONALS

Jenny is an analyst serving Marketing Leadership Professionals. Her research focuses on emerging marketing tactics, with a primary emphasis on mobile, tablet, and gamification marketing strategies. Her research examines the consumer adoption and usage of devices and features, and the organizational maturity, technologies, and frameworks required for marketers to successfully deploy these tactics in service of their marketing strategies.

Jenny's research and analysis have been cited in publications, including AdAge, Forbes, MediaPost, and TechCrunch, and she has been a contributor to Direct Marking News and CMS Wire. She has also spoken about mobile and cross-device marketing strategies at several industry events, including CTIA, Mobile Media Upfront, and AdExchanger's Industry Preview.

Previous Work Experience

Prior to her role as analyst, Jenny was a researcher on Forrester's interactive marketing research team. In this role, she conducted quantitative surveys and data analyses of consumer behavior and interviewed hundreds of marketers and agency thought leaders while contributing to published work and consulting. In addition to emerging marketing tactics, she contributed to published research and consulting into digital media buying, social media, and consumer privacy that can help inform marketers' strategies.

Before joining Forrester, Jenny served as an account manager at Neptune Web, a full-service interactive web agency and consulting firm.


Jenny holds a B.S. in economics from Trinity College (Hartford). She has also done postgraduate coursework in information design, interaction design, and app design at San Francisco State University, and she is currently pursuing a master's degree in human factors in information design from Bentley University.

Jennifer Wise's Research

  • For Marketing Leadership Professionals

    Report: Mobile Advertising: It's Time To Get Personal

    Nearly a third of the world's population is equipped with smartphones, and saturation reaches more than two-thirds in major markets like Hong Kong, the UK, and the US. This creates a huge mobile...

    • Downloads: 104
  • For Marketing Leadership Professionals

    Report: Establish A Baseline For Mobile KPIs

    Marketers continue to advance from being mobile novices to approaching mobile strategically. With this maturity comes the responsibility to prove the success of mobile programs. However, in a ra...

    • Downloads: 246
  • For Marketing Leadership Professionals

    Report: Predictions 2014: Marketing Leaders Put Insights To Use

    Marketers have more channels to choose from than ever before. In 2014, their choices will become even more numerous, thanks to increasing device proliferation, the Internet of Things, and the di...

    • Downloads: 687
    • Rating:
  • For Marketing Leadership Professionals

    Report: Optimize Your Search Marketing With Mobile

    Smartphone penetration is surging, and mobile search usage is on the rise. This means that mobile should be a priority — not an experiment — for search marketers. This playbook repor...

    • Downloads: 295
    • Rating:
  • For Marketing Leadership Professionals

    Report: Exploring The In-App Advertising Opportunity

    In-app advertising is top of mind for mobile marketers today as consumers increasingly spend time using mobile applications on smartphones and tablets. These app users are a captive audience, bu...

    • Downloads: 333
    • Rating:
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