Melissa Parrish

VP, Research Director serving Marketing Leadership PROFESSIONALS

As vice president and research director, Melissa serves Marketing Leadership Professionals and is a leading expert on social and mobile marketing. In her research, Melissa explores how these complementary technologies can be used to effectively bring marketers and their always addressable 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 hundreds of events around the world, including Ad:Tech, Mobile World Congress, OMMA Global, SXSW, and Social Media Week.

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.

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    • For eBusiness & Channel Strategy Professionals

      Blog:Kayak arms travelers with information to avoid pain points

      Kayak has launched information tools to provide travelers with details on some of the greatest pain points in travel: Airline fees are extensive, vary between carriers, and change frequently. In...

      • For eBusiness & Channel Strategy Professionals

        Blog:Southwest: I'm ready for my close-up Mr. Kelly

        In a report I wrote earlier this year called "Travel Blogs: Aligning Marketing Objectives with Blog Strategy", I talked about the potential of corporate blogs as a branding opportunity and the...

        • For Application Development & Delivery Professionals

          Report:Define Your Strategic HR Technology Road Map

          Road Map: The Human Resource Management Playbook

          Most companies face challenges in sustaining a portfolio of human resource management (HRM) applications, which are typically poorly integrated and have functional gaps as well as solution overlaps....

          • Downloads: 413
        • For eBusiness & Channel Strategy Professionals

          Charts & Figures:Deutsche Bank Presents Product Offers On Its iPhone Mobile Banking App's Main Page

        • For eBusiness & Channel Strategy Professionals

          Blog:Kayak and American Airlines part ways

          Kayak has pulled AA fares from its website. Or AA has withdrawn itself from Kayak. Depending on which headlines you read. American Airlines and Kayak disagreed about how AA fares would be displayed...

          • For Infrastructure & Operations Professionals

            Blog:Microsoft's New Surface Makes A Strong Case For Device Consolidation

            Yesterday, Microsoft released the Surface Pro 3, a 12" touchscreen device billed as "the tablet that can replace your laptop." Sporting some hard-core computing bona fides (including Intel processors...

            • For eBusiness & Channel Strategy Professionals

              Charts & Figures:Deutsche Bank Presents Product Offers On Its iPhone Mobile Banking App's Main Page

            • For Business Process Professionals

              Blog:We Need YOU!--Vote For Forrester's IT Forum 2011 Theme

              Are you ready for Forrester's IT Forum 2011? Mark your calendars for May 25-27 in Las Vegas and June 8-10 in Barcelona and in the spirit of —empowerment and Web 2.0 — help...

              • For Customer Insights Professionals

                Blog:Applying customer value to online targeting strategy

                Sounds simple right? Most marketers would say that they use some notion of value when they target customers. I think there's more to this topic. First, most marketers use likelihood of response...

                • For Sourcing & Vendor Management Professionals

                  Report:Market Overview: Value-Added Resellers

                  A Buyer's Guide To The Evolving Software Reseller Landscape

                  For years, Forrester has followed a changing landscape in the software value-added reseller (VAR) market. An increase in direct selling by original equipment manufacturers (OEMs), a diminishing role...

                  • Downloads: 202
                • For Customer Insights Professionals

                  Blog:Survey: What Are Your Measurement Priorities For 2010?

                  First: Take our survey on marketing measurement and receive a free piece of research for your effort. Second: Some background. It's that time of year! Time to make lists of what went well and...

                  • For eBusiness & Channel Strategy Professionals

                    Report:The State Of Enterprise Software Adoption: 2007 To 2008

                    Business Data Services North America And Europe

                    How are enterprises adopting, using, and managing all types of software, including enterprise applications, Web 2.0, open source, software-as-a-service (SaaS), and service-oriented architecture (SOA)...

                    • Downloads: 1671
                  • For Chief Information Officer Professionals

                    Blog:Nearly Half Of Indian CMOs Are In Search Of New Digital Vendors

                    I have recently published a report and series of blog posts highlighting CMO tech spending trends in India and what these trends mean to CIOs in the country. In this post, I will touch upon the...

                    • For eBusiness & Channel Strategy Professionals

                      Charts & Figures:Berliner Sparkasse And Caja Madrid Provide Dedicated Product Information Pages

                    • For Counterintuitive CEO Professionals

                      Blog:Perspective On Zuckerberg

                      Quickly: Mark Zuckerberg's skills as a CEO are overrated. Content: What can Mark Zuckerberg, CEO of Facebook, teach other CEOs? Not very much. To date, he is a one-trick pony -- a leader who has...

                      • For Customer Experience Professionals

                        Blog:How Southern Water Mapped Its Customer Experience Ecosystem

                        Companies that want to improve their customer experience need to understand the intertwined and ever-evolving relationships among their internal employees, external partners, and customers. Forrester...

                        • For Customer Insights Professionals

                          Blog:What Makes A Standard?

                          [Posted by John Lovett] Follow Me on  Something rather amazing happened yesterday in the Web Analytics realm that was enabled by social media. A longstanding conversation regarding all...

                          • For Application Development & Delivery Professionals

                            Report:Market Overview: Web Content Management Systems

                            Solutions For Delivering Digital Customer Experiences, Informational Websites, And Intranets

                            The relevance of web content management (WCM) has never been higher as businesses and brands leverage this technology to support their multichannel digital customer experiences. The WCM market...

                            • Downloads: 490
                          • For Customer Insights Professionals

                            Blog:The Social Intelligence Landscape

                            Less than a year ago we published the Listening Platform Landscape report, laying out the evolution of social media monitoring. That research continues to drive many client inquiries today, but in...

                            • For eBusiness & Channel Strategy Professionals

                              Report:Online Bill Pay 2007: Understanding The Mindset Of Holdouts, Fence-Sitters, And Quitters

                              Just 35% of online consumers pay bills at their bank or credit union's Web site. What about the rest? Citing a preference for check writing and the need for paper bills for record keeping, 71% of...

                              • Downloads: 693
                            • For Infrastructure & Operations Professionals

                              Webinar:Data Storage Trends 2007

                              To register please contact Client Support at 617/613-5730 or 1-866-Forrester. Online registration for this teleconference is now closed.DescriptionAn overview of the technologies and processes that...

                              • Downloads: 282
                            • For Sourcing & Vendor Management Professionals

                              Blog:Telstra's Creative Use Of Bandwidth Raises Its Customer Experience Game

                              Have you ever wondered if your home broadband is being effectively utilized? What if you could squeeze more out of your data allowance when outside your home? Telstra may have cracked this problem in...

                              • For eBusiness & Channel Strategy Professionals

                                Charts & Figures:Nordea's iPhone App's Loan Calculator Promotes Different Types Of Personal Loans

                              • For Infrastructure & Operations Professionals

                                Blog:Vote For Forrester's IT Forum 2011 Theme

                                ------------------------------- Update: The polls are officially closed. We're now in the process of tallying the votes, so stay tuned for the winning theme. Thanks to everyone that voted and...

                                • For Vendor Strategy Professionals

                                  Blog:Facebook And Skype — It’s About The Engagement

                                  I am starting a report looking at the social capabilities that will be of use to business and how those integrate (or don’t) with existing unified communications and collaborations solutions...

                                  • For Sourcing & Vendor Management Professionals

                                    Report:Checklist For Defining And Implementing SLAs

                                    When building and crafting a service-level agreement (SLA), make sure that the SLA meets nine key criteria, including measurability and a clear statement of end results. This workbook is a checklist...

                                    • Downloads: 15