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.

Education

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: Score Your Mobile Marketing Maturity

    This report for marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of marketers are still in the ea...

    • Downloads: 493
  • For Marketing Leadership Professionals

    Report: Brief: Don't Neglect Mobile Web Ads In Favor Of Apps

    Smartphones have captured the attention of customers, and marketers are following suit by shifting a portion of their budgets into mobile advertising. But with mobile, unlike with desktop planni...

    • Downloads: 92
  • For Marketing Leadership Professionals

    Report: Brief: Don't Confound Mobile Ads And Mobile Paid Search

    Marketers are turning their attention to mobile advertising in order to reach the large, addressable mobile audience. But approaching mobile advertising strategically is difficult, as marketers ...

    • Downloads: 107
  • For Marketing Leadership Professionals

    Report: Case Study: BBC Radio1 Reaches Young UK Users With Mobile-Specific Ads

    BBC Radio 1 reinvigorated its program The Breakfast Show with new content and a new host, with the goal of appealing to younger users and growing its audience. To reach these highly mobile liste...

    • Downloads: 59
  • For Marketing Leadership Professionals

    Report: Case Study: Zoetis Sponsors A Mobile App To Build Brand Awareness

    Pfizer Animal Health, a global animal health company, was rebranded Zoetis in 2013. With a new name, the company needed a way to raise awareness in the marketplace. To connect with its audience,...

    • Downloads: 98
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