Luca S. Paderni

Vice President, Research Director serving Marketing Leadership PROFESSIONALS

Luca primarily contributes to Forrester's offerings for Marketing Leadership professionals. He is an expert on how senior marketers can take advantage of new advertising, communication, and service technologies to bolster their brands' health, deepen customer relationships, and, ultimately, increase sales.

His current research centers on upcoming trends and transformations in the media and advertising space that lead to increasing media fragmentation. By investigating the ways consumers have embraced digital experiences and platforms, Luca and his team help clients redefine their strategy models and better serve consumers.

He lends a strategic yet pragmatic perspective on the key trends affecting publishing and media buying; content strategy; the future of online, offline, and connected TV; and the blurring of the lines between product, service, and communication. Luca also leads our research on marketing mix optimization and guides CMOs and marketing leaders in their efforts to establish analytic systems to inform marketing spend and ROI.

Previously at Forrester, he was a Technographics® analyst and principal consulting analyst.

Previous Work Experience

Before joining Forrester, Luca was head of industry marketing for Google in EMEA, looking after sales and marketing strategy for advertising products across verticals. In addition, Luca has more than 10 years of marketing and strategy experience at some of the world's largest and most important branded goods manufacturers, including Ferrero, Johnson & Johnson, L'Oréal, and Prada, working across Italy, France, Switzerland, Spain, and Russia. Luca is a regular keynote speaker at international marketing and media events.

Refine your results

Date Range

Role

Methodology

Topics

Industry

Region

Vendor

26 results in Reports

  • Luca S. Paderni
  • For CMO Professionals

    Report:Trends For The CMO To Watch In 2011

    Brands Need To Prepare Now For The Next Digital Decade

    2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But that...

    • Downloads: 1696
  • For Marketing Leadership Professionals

    Report:The Forrester Wave™: Marketing Mix Modeling, Q3 2011

    MarketShare, Marketing Management Analytics, ThinkVine, And SymphonyIRI Are Leaders

    The marketing mix modeling market is undergoing a transformation as marketers increasingly demand that vendors provide solutions that are updated frequently, can easily aggregate data streams, can...

    • Downloads: 1272
  • For Marketing Leadership Professionals

    Report:Marketing Mix Modeling Landscape Overview

    The fragmented media landscape makes accurate attribution of successful marketing efforts increasingly difficult. As a result, marketing leaders are under greater pressure than ever to bring...

    • Downloads: 1278
  • For Marketing Leadership Professionals

    Report:A New Approach To Brand Loyalty

    Loyalty Marketing Must Take The Brand Beyond Points And Programs

    Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term financial...

    • Downloads: 1323
  • For Interactive Marketing Professionals

    Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    The Nine Providers That Matter Most And How They Stack Up

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

    • Downloads: 871
  • For Marketing Leadership Professionals

    Report:The Scientific Method Comes To Marketing

    Executive Overview: The Marketing Mix Optimization Playbook

    When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

    • Downloads: 728
  • For Marketing Leadership Professionals

    Report:CMO Imperatives For 2012

    Use Technology To Move From Experimentation To Driving Results

    In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...

    • Downloads: 984
  • For CIO Professionals

    Report:CIOs Must Merge IT With Marketing To Win In The Digital Decade

    Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

    In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

    • Downloads: 745
  • For Marketing Leadership Professionals

    Report:CMOs Must Merge Marketing With IT To Win In The Digital Decade

    Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

    In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

    • Downloads: 818
  • For CMO Professionals

    Report:Measuring The Impact Of Branded Content

    Read this report if you want to understand how to measure the effectiveness of a branded content strategy along the stages of the customer life cycle. This report will help you define the most...

    • Downloads: 770
  • For CMO Professionals

    Report:Marketers Need To Acquire Adaptive Skill Sets

    Organization: The Marketing Mix Optimization Playbook

    Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, the...

    • Downloads: 781
  • For CMO Professionals

    Report:The Evolved CMO In 2012

    CMOs Must Take A More Active Role In Business And Technology Strategy

    Forrester Research and Heidrick & Struggles recently conducted a global survey of nearly 200 chief marketing officers (CMOs). In this report, you will find out how these CMOs view their relationship...

    • Downloads: 711
  • For Marketing Leadership Professionals

    Report:Mobile Unifies The Online-Offline World

    New Mobile Ad Formats Help Shape The Marketing Continuum

    After more than a decade of fast-paced innovation, mobile is creating a link between digital ads and their physical-world counterparts in magazines, billboards, bar codes, and aisles. With new mobile...

    • Downloads: 678
  • For eBusiness & Channel Strategy Professionals

    Report:Moving Traveler Loyalty From "Utility" To "Good"

    Using Ancient Greek Philosophy As A Framework For 21st Century Travel Loyalty

    The Greek philosopher Aristotle believed that there were three levels of friendships: utility, pleasure, and good. The lowest, utility, describes the current state of travel loyalty programs —...

    • Downloads: 568
  • For CMO Professionals

    Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

    Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

    • Downloads: 535
  • For CMO Professionals

    Report:Marketing And IT Must Align For Business Success

    Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

    Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This...

    • Downloads: 551
  • For CMO Professionals

    Report:Marketers Need To Embrace The Customer Experience Ecosystem

    While marketers spend most of their efforts and resources on top-of-mind channels like the Web or TV, two-thirds of consumers report lackluster interactions with brands, leading to low levels of...

    • Downloads: 544
  • For CMO Professionals

    Report:Case Study: Two Approaches To Align Marketing With IT

    The rapid adoption of new digital technologies by consumers is pushing marketing and IT closer together. Two companies that Forrester spoke with took very different approaches to the challenge of how...

    • Downloads: 448
  • For Marketing Leadership Professionals

    Report:Boost Marketing Returns With Model-Driven Insights

    Tools And Technology: The Marketing Mix Optimization Playbook

    Marketing mix modeling is undergoing a transformation as marketers increasingly demand that vendors provide solutions that can be updated frequently, easily aggregate data streams, provide...

    • Downloads: 459
  • For Marketing Leadership Professionals

    Report:Adapting To Media Fragmentation In Europe

    The Impact Of Media Fragmentation Patterns On Communication Strategy

    Consumers across Europe are embracing new media platforms that change the way they consume content. This year's European Technographics® data shows a continuous growth in the amount of time...

    • Downloads: 397
  • For CMO Professionals

    Report:Adaptive Planning Delivers Marketing Accountability

    The Benefits Of A Flexible And Result-Focused Approach To Marketing Planning

    Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is...

    • Downloads: 382
  • For Marketing Leadership Professionals

    Report:Evaluate Your Marketing Optimization Initiative

    Benchmarks: The Marketing Mix Optimization Playbook

    Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

    • Downloads: 386
  • For Marketing Leadership Professionals

    Report:Manage Your Marketing Mix Modeling Vendors

    Performance Management: The Marketing Mix Optimization Playbook

    Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

    • Downloads: 345
  • For CIO Professionals

    Report:Forrester's IT And Marketing Partnership Readiness Model For CIOs

    This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

    • Downloads: 37
  • For CMO Professionals

    Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

    This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

    • Downloads: 44