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Sarah Rotman Epps

Senior Analyst serving Marketing Leadership PROFESSIONALS

Sarah Rotman Epps is a Senior Analyst serving marketing leadership professionals, based in San Francisco. She studies the evolution of personal computing: how devices are changing, the new consumer behaviors they produce, and the industries they disrupt. She advises marketing and strategy leaders on how to capitalize on these trends through Forrester’s syndicated research, consulting, public speaking, and blogging.

Sarah's research is quoted frequently in The New York Times, The Wall Street Journal, the Financial Times, BusinessWeek, The Economist, and other leading publications. She has appeared as an expert on CBS Sunday Morning, CNN, CNBC, Bloomberg TV, and NPR. She is a guest blogger on Forbes.com, ReadWrite.com, Ars Technica, PaidContent.org, AdAge, and All Things D. Sarah is a sought-after speaker at industry events.

Previous Work Experience

Sarah joined Forrester in 2004. Prior to her current role, Sarah was an analyst covering media and content, helping publishers optimize their digital content and monetization strategies. Before joining Forrester, Sarah was the publishing director at Let's Go Publications, where she oversaw the publication of the annually updated series of 40 travel guides.


Education

Sarah graduated magna cum laude from Harvard University with a B.A. in visual and environmental studies. She cross-registered at MIT and wrote her thesis on tangible interfaces and alternatives to keyboard and mouse computing.

Research Coverage:

Business Models, Competitive Analysis, Consumer Mobile Devices, Corporate Strategy, Go-To-Market Strategies, New Product Development, Office Productivity Suites, Pricing Strategies, Product & Solutions Strategies, Product Positioning, Technology, Technology Product Strategies

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19 results in Reports

  • Sarah Rotman Epps
  • Consumer Technographics
  • eBusiness & Channel Strategy

  • For eBusiness & Channel Strategy Professionals

    Report:How To Leverage Social Media For Audience And Revenue Growth

    Social Strategies For Media And Entertainment eBusiness

    Sarah Rotman EppsSeptember 17, 2008

    The groundswell of consumers using social technologies poses both a threat and an opportunity for media companies. The threat has often been more visible than the opportunity: User-generated content...

    • Downloads: 2064

  • For eBusiness & Channel Strategy Professionals

    Report:US B2C Online Paid Content: Five-Year Forecast

    Experiential Games Have Currency, But TV And News Want To Be Free

    Mark Best, Sarah Rotman EppsDecember 03, 2008

    Since Forrester last published its online paid content forecast in 2006, the world has radically changed. The definition of "online" has expanded. Once defined narrowly as the PC browser-accessed...

    • Downloads: 1065

  • For eBusiness & Channel Strategy Professionals

    Report:The Fragmentation Of Yesterday's Newspaper

    Audiences Go Elsewhere For Content That Newspapers Once "Owned"

    Sarah Rotman EppsJune 13, 2008

    The newspaper industry faces formidable challenges: In 2007, publicly traded US newspaper companies collectively lost $11 billion, or 26% of their value. Print circulation for paid newspapers in the...

    • Downloads: 750

  • For eBusiness & Channel Strategy Professionals

    Report:How Social Media Disrupts Online Classifieds

    Employment Classifieds Illustrate The Industry's New Paradigm

    Sarah Rotman EppsNovember 03, 2008

    Classifieds have already been through a radical transformation from print to digital, and now the industry is experiencing further disruption from social applications like ratings and reviews, wikis,...

    • Downloads: 769

  • For eBusiness & Channel Strategy Professionals

    Report:What's Holding Back Mobile Services In US Travel?

    Sarah Rotman EppsDecember 27, 2007

    The release of the Apple iPhone in 2007 and the announcement that Motorola, Samsung, LG Electronics, and HTC will build Google-software-powered phones in 2008 has spurred travel eBusiness execs to...

    • Downloads: 651

  • For eBusiness & Channel Strategy Professionals

    Report:The Social Technographics® Of US Online Travelers

    Sarah Rotman EppsNovember 28, 2007

    User-generated content influences travelers' booking decisions, and travel eBusiness professionals know that they need to address their customers' needs for social media on their Web sites. Creating...

    • Downloads: 554

  • For eBusiness & Channel Strategy Professionals

    Report:How Destination Marketing Web Sites Can Use Social Computing To Engage Travelers

    A Social Computing Road Map For DMOs And CVBs

    Sarah Rotman EppsMarch 18, 2008

    Social Computing should play a central role in destination marketing organization (DMO) and convention and visitors bureau (CVB) Web sites. Why? Two-thirds of the 19 million US online leisure...

    • Downloads: 563

  • For eBusiness & Channel Strategy Professionals

    Report:How Travelers Use Online Video

    Sarah Rotman Epps, Elizabeth StarkJune 11, 2008

    Travel's location-based nature and activity-laden itineraries make it an ideal subject for online video. Forrester's consumer data shows that 9% of US online leisure travelers watch travel-related...

    • Downloads: 567

  • For eBusiness & Channel Strategy Professionals

    Report:What US Online Consumers Want From News Web Sites

    Sarah Rotman Epps, Elizabeth StarkOctober 23, 2008

    Local and national TV stations, newspapers, and radio stations still have core audiences for local and national news, sports, and entertainment, but they've failed to fully transport those audiences...

    • Downloads: 461

  • For eBusiness & Channel Strategy Professionals

    Report:It's Time For Hotels To Offer Traveler-Written Reviews On Their Web Sites

    Sarah Rotman EppsDecember 31, 2007

    Forrester's hotel clients frequently ask whether they should offer traveler-written reviews on their Web sites or whether travelers prefer brand-agnostic third-party sites for this type of content....

    • Downloads: 450

  • For eBusiness & Channel Strategy Professionals

    Report:Is Hyperlocal Hype Or Happening?

    What US Online Consumers Want From "Local" Media

    Sarah Rotman Epps, Elizabeth StarkJanuary 27, 2009

    Will going "hyperlocal"— serving the information needs of local neighborhoods or communities —offer a viable future for media companies online? That's a question many seek to answer as...

    • Downloads: 536

  • For eBusiness & Channel Strategy Professionals

    Report:What Consumers Want From Magazine Web Sites

    Sarah Rotman EppsJanuary 21, 2009

    Despite editors' best efforts, most magazine consumers don't see magazine Web sites as compelling content destinations. Consumers who do engage with magazines across channels are seeking content that...

    • Downloads: 496

  • For eBusiness & Channel Strategy Professionals

    Report:How Social Computing Changes The Way You Sell Travel

    Online Travel Will Shift From Passive Selling To Active Engagement

    Sarah Rotman EppsApril 30, 2007

    Advances in Social Computing — the collection of technologies enabled by cheap peer-to-peer connections, such as blogs, wikis, and social networks — are changing the way you sell travel....

    • Downloads: 488

  • For eBusiness & Channel Strategy Professionals

    Report:2007 US Airline Web Site Rankings

    Forrester's Competitive Site Assessment Ranks 10 US Airlines

    Sarah Rotman EppsSeptember 04, 2007

    Forrester evaluated the Web sites of the 10 largest US-based network and low-cost carriers — AirTran Airways, Alaska Airlines, American Airlines, Continental Airlines, Delta Air Lines, JetBlue...

    • Downloads: 419

  • For eBusiness & Channel Strategy Professionals

    Report:Destination Marketing Web Sites Attract Tech-Savvy Leisure Travelers

    Profiling The Demographics And Travel Behavior Of DMO/CVB Site Users

    Sarah Rotman EppsFebruary 26, 2008

    More than 19 million US leisure travelers research trips using the Web site of a destination marketing organization (DMO) or convention and visitors bureau (CVB). These travelers are relatively...

    • Downloads: 318

  • For eBusiness & Channel Strategy Professionals

    Report:Top Five Reasons Why Web Travelers Abandon Booking Online

    Concern About Credit Card Security Is A Rising Threat

    Henry H. Harteveldt, Sarah Rotman EppsMarch 16, 2007

    With online purchase conversion rates increasing, travel eCommerce execs are doing a lot of things right. But Forrester's Consumer Technographics® data shows that there are some nagging issues...

    • Downloads: 322

  • For eBusiness & Channel Strategy Professionals

    Report:Print Magazine And Newspaper Subscribers Plan Cutbacks In The Year Ahead

    Consumer Publications Will Suffer More Than Business Publications

    Sarah Rotman EppsDecember 02, 2008

    The economic downturn is causing consumers to cut back even on small expenditures like print magazine and newspaper subscriptions. Forrester's data suggests that magazines will feel the pain more...

    • Downloads: 336

  • For eBusiness & Channel Strategy Professionals

    Report:What Travel Sellers Should Know About Desktop Widgets

    Sarah Rotman EppsOctober 23, 2007

    Desktop widgets hold potential benefits for travelers and travel sellers, but only if they are executed well. The best widgets can drive revenue for travel sellers through sellers' preferred...

    • Downloads: 281

  • For eBusiness & Channel Strategy Professionals

    Report:Demystifying Tagging For Travel Sellers

    How To Make Folksonomy Work For Your Web Site

    Sarah Rotman EppsJune 01, 2007

    As travelers embrace Social Computing technologies, travel sellers are responding by launching initiatives like blogs, user reviews, and community sites. Few, however, have ventured into the world of...

    • Downloads: 204
 
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