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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12 results in Reports

  • Luca S. Paderni
  • Marketing Measurement
  • 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: 776
    • Rating:
  • 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: 375
  • 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: 334
  • 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: 446
  • 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: 737
  • 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: 524
    • Rating:
  • 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: 980
    • Rating:
  • 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: 552
  • 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: 378
  • 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: 542
  • 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: 1264
    • Rating:
  • 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: 1686