Forrester Research : Analyst

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Melissa Parrish

Principal Analyst&Research Dir serving Marketing Leadership PROFESSIONALS

Blog: Marketing Leadership Blog

Melissa is a research director and principal analyst serving Marketing Leadership Professionals. As Forrester's leading authority on mobile marketing, she has defined the stages of mobile marketing evolution, the best objectives for mobile marketing, and the always addressable customer to help brands develop their mobile marketing practice and successfully engage their increasingly mobile customers. Melissa also brings to her mobile research deep expertise and experience in social media, which gives her a powerful understanding of how these complementary technologies can be used in combination to effectively bring marketers and customers ever closer together.

Melissa has been quoted frequently in publications such as The New York Times, The Wall Street Journal, The Washington Post, and Fortune magazine. She has spoken at the Churchill Club, OMMA Global, SXSW, and Social Media Week on mobile marketing and social media.

Previous Work Experience

Before joining Forrester, Melissa was the director of community strategy at Time Lifestyle Digital group, where she was responsible for community and social media initiatives across the network's 10 titles, which include Real Simple, Southern Living, and Cooking Light. Prior to joining Time in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world's largest network of local groups, and Bolt.com, a community of more than 10 million teenagers and young adults. In parallel with her work in social media, Melissa led early innovation initiatives in mobile marketing at several of her previous companies.

Education

Melissa earned a B.A. in drama and philosophy from Loyola University New Orleans, an M.A. in liberal studies from The New School, and an M.F.A. in dramaturgy and script development from Columbia University.

Research Coverage:

Brand & Product Web Sites, Brand Monitoring, Emerging Methods, Interactive Marketing Strategy and Process, Marketing Measurement, Marketing ROI, Measurement Methods & Techniques, Mobile Marketing, Online Marketing Technology, Social Marketing, Social Media, Web 2.0

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7 results in Reports

Melissa Parrish
Customer Experience Management

For Marketing Leadership Professionals
Report:Marketing Strategy For The Mobile Mind Shift
Delivering Utility At Speed To Perpetually Connected Customers
Melissa ParrishApril 19, 2013
Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...
- Downloads: 371
For Marketing Leadership Professionals
Report:Community Benchmarking Metrics
What To Expect For The Health Of Your Community
Melissa ParrishAugust 24, 2011
Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically...
- Downloads: 512
For Marketing Leadership Professionals
Report:2011 US Mobile Marketing Predictions
Melissa ParrishJanuary 04, 2011
After a record year for mobile marketing spend and success, mobile has finally arrived as a legitimate marketing medium. In 2011, Forrester predicts that marketers will take the training wheels off...
- Downloads: 1535
For Marketing Leadership Professionals
Report:Social Mobile Technographics®: How Consumers Socialize On Mobile Phones
Melissa ParrishOctober 13, 2010
The increasing accessibility of the mobile Web and mobile apps makes connecting with traditional social networks like Facebook and Twitter more convenient than ever. Due to these technology and...
- Downloads: 1397
For Marketing Leadership Professionals
Report:How To Create An Effective Brand Presence On Facebook
Forrester Research Online Facebook WebTrack
Melissa ParrishAugust 12, 2010
Marketers are flocking to Facebook — but creating a compelling Facebook brand presence requires forethought and commitment. The best Facebook marketers maximize their pages' exposure, post...
- Downloads: 1423
For Marketing Leadership Professionals
Report:Location-Based Social Networks: A Hint Of Mobile Engagement Emerges
Marketers Hope For Success In Nascent Market
Melissa ParrishJuly 26, 2010
Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale...
- Downloads: 1815
For Marketing Leadership Professionals
Report:Community Management Checklist
A Four-Phase Approach To Preparing To Engage With Your Customers
Melissa ParrishJune 29, 2010
Many marketers are launching communities to engage their customers in an authentic dialogue around their companies, brands, and products. However, once they've launched, brands often find that they...
- Downloads: 1252

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Melissa Parrish

Principal Analyst&Research Dir serving Marketing Leadership PROFESSIONALS

Research Coverage:

Refine your results

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For Marketing Leadership Professionals

Report:Marketing Strategy For The Mobile Mind Shift

For Marketing Leadership Professionals

Report:Community Benchmarking Metrics

For Marketing Leadership Professionals

Report:2011 US Mobile Marketing Predictions

For Marketing Leadership Professionals

Report:Social Mobile Technographics®: How Consumers Socialize On Mobile Phones

For Marketing Leadership Professionals

Report:How To Create An Effective Brand Presence On Facebook

For Marketing Leadership Professionals

Report:Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

For Marketing Leadership Professionals

Report:Community Management Checklist

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