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

Industry

Topics

Vendor

10 results in Reports

  • Luca S. Paderni
  • Customer Intelligence
  • 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: 174
  • 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: 901
  • 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: 352
  • 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 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: 987
  • 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: 752
  • 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 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: 1278
  • 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: 555
  • 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: 1280