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.

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6 results in Reports

  • Luca S. Paderni
  • Marketing Methods
  • For Marketing Leadership Professionals

    Report:Master Content Marketing To Drive Engagement, Credibility, And Preference

    Executive Overview: The Content Marketing Playbook

    Today's empowered consumers are in control and telling brands where, when, and how they are open to a mutually valuable exchange of information. To counter growing media fragmentation and consumer...

    • Downloads: 173
  • 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: 738
  • 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: 779
  • 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: 570
  • 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: 1329
  • 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: 679