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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.

Research Coverage:

Accenture, Acquisition Marketing, B2B Marketing, Brand Monitoring, Brand Tactics, Corporate Strategy, Marketing Measurement, Marketing Organization & Culture, Media Buying, Media Mix, Technology Product Strategies

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6 results in Reports

  • Luca S. Paderni
  • Branding

  • For CMO Professionals

    Report:Marketers Need To Acquire Adaptive Skill Sets

    Organization: The Marketing Mix Optimization Playbook

    Luca S. PaderniDecember 20, 2012

    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: 622

  • For CMO Professionals

    Report:Measuring The Impact Of Branded Content

    Luca S. PaderniMay 21, 2012

    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: 619

  • For CMO Professionals

    Report:The Evolved CMO In 2012

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

    Luca S. PaderniFebruary 22, 2012

    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: 620
    • Rating:

  • For Marketing Leadership Professionals

    Report:Four Steps To Tackle The Shift To The Customer Life Cycle

    Luca S. PaderniFebruary 14, 2012

    Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

    • Downloads: 665
    • Rating:

  • For Marketing Leadership Professionals

    Report:A New Approach To Brand Loyalty

    Loyalty Marketing Must Take The Brand Beyond Points And Programs

    Luca S. PaderniApril 1, 2011

    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: 1238

  • For CMO Professionals

    Report:Trends For The CMO To Watch In 2011

    Brands Need To Prepare Now For The Next Digital Decade

    Chris Stutzman, Jeff Ernst, Mary Beth Kemp, Steven Noble, Luca S. PaderniJanuary 7, 2011

    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: 1648
 
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