Fatemeh Khatibloo

Principal Analyst serving Customer Insights PROFESSIONALS

Fatemeh serves Customer Insights Professionals, with a focus on the shifting consumer data ecosystem, including how privacy issues impact marketing and how customer preference centers improve engagement. Her seminal research on Personal Identity Management (PIDM) describes how consumers will soon manage the sharing of their personal data with each other and with businesses. Her report, "Adaptive Intelligence," further defines a framework for privacy-compliant data sharing between organizations to gain insight, reduce risk, and increase profitability.

Previously, Fatemeh focused on CI Services providers, including agencies, analytics providers, MSPs, and consultancies. She continues to stay abreast of those topics, and the vendors within that rapidly-changing landscape.

Fatemeh's research has been featured in the New York Times, Wall Street Journal, AllThingsD, CNBC, and AdAge. She has contributed to the Harvard Business Review and Financial Times, provided commentary on NPR and the BBC, and been credited in the World Economic Forum's "Rethinking Personal Data" report. She is a frequent speaker at industry and client events, including SxSW, DataWeek, and PrivacyIdentityInnovation.

Previous Work Experience

Prior to joining Forrester, Fatemeh was principal of Times Two Marketing, where she built social and multichannel marketing programs designed to engage consumers, drive brand loyalty, and deliver relevant, actionable data to her clients. Prior experience at Binger Catalog Marketing, Epsilon, and Haggin Marketing (now SolutionSet) provided her with exposure to, and a deep understanding of, the challenges and opportunities facing multichannel organizations across a spectrum of channels, market verticals, and disciplines. She has also held several client-side positions, including at The Flax Companies and The Sharper Image, giving her a unique 360-degree view of the vendor/client relationship from the evaluation stage and beyond.

Fatemeh has served on the board of the Catalog & eCommerce Club of Northern California and as a judge for the Multichannel Merchant Awards and the ECHO Awards.


Fatemeh has a B.A. from George Washington University where she studied journalism.

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36 results in Reports

  • Fatemeh Khatibloo
  • For Customer Insights Professionals

    Report:Evolving Consumer Attitudes On Privacy

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

    The tide of privacy is turning. For the past decade, brands have become increasingly dependent on the collection, analysis, and use of consumer data. With many consumer services now subsidized by...

    • For Customer Insights Professionals

      Report:Quick Take: How Facebook's Mood Manipulation Study Affects Marketing

      The Social Giant's Research Could Help Brands In The Long Term, If It Doesn't Scare Users Away

      Now that Facebook has confirmed its ability to manipulate user sentiment by changing what users see in their news feeds, marketers and customer insights leaders need to reconsider their brands'...

      • Downloads: 85
    • For Customer Insights Professionals

      Report:Q&A: The Privacy-Personalization Paradox

      Strike A Balance Without Losing Competitive Advantage Or Consumer Trust

      Marketers today find themselves in a Catch-22. On the one hand, their customers want to be recognized and rewarded for their loyalty with better-tailored content and offers. On the other hand, those...

      • Downloads: 155
    • For CIO Professionals

      Report:Reset On Big Data

      Embrace Big Data To Engage Customers At Scale

      Big data rhetoric is at an all-time high. The media is all over the map with its points of view and technology vendors tout products with claims that seem incredible. In the midst of this din, CIOs...

      • Downloads: 526
    • For Marketing Leadership Professionals

      Report:Big Data's Big Meaning For Marketing

      Use Big Data To Deliver Context And Personalization At Scale

      In the age of the customer, it's not enough for your organization to simply meet your customers' needs. Today, your customers often expect you to anticipate their needs, in much the same way as the...

      • Downloads: 452
    • For Security & Risk Professionals

      Report:Quick Take: Facebook's f8 Announcements Enable An Identity Provider Pivot

      Facebook's Rear-Guard Action On Privacy Could Position It For A Broader Identity Provider Role

      At its f8 developer conference this week, Facebook announced forthcoming changes that appear to give its users dramatically greater control over sharing personal data with third-party sites and apps....

      • Downloads: 62
    • For Customer Insights Professionals

      Report:Quick Take: Facebook's f8 Announcements Mark A Sea Change In User Privacy

      What CI Pros Need To Know About Changes To Facebook's Data-Sharing Practices

      At its f8 conference in San Francisco this week, Facebook announced several changes to its developer platform. While the event's focus was on tools to help developers grow adoption of, and revenues...

      • Downloads: 61
    • For Customer Insights Professionals

      Report:Assess Your Customers' Personal Identity And Data Management Attributes

      Assessment: The Personal Identity And Data Management Playbook

      Personal identity and data management (PIDM) changes the way marketers will communicate with their customers. But to understand how, marketers need to first understand the attitudes, behaviors, and...

      • Downloads: 169
    • For Customer Insights Professionals

      Report:Adaptive Intelligence: Assess Your Readiness

      Firms today have the false belief that they can create a 360-degree view of their customers with just the data they own. But this means they miss out on valuable insights from partners and...

      • Downloads: 160
    • For Customer Insights Professionals

      Report:Is Your Customer Insights Practice Ready For EU Privacy?

      Q&A: EU Privacy Regulations

      This report, originally written for security and risk professionals, is of critical importance to customer insights (CI) professionals as well. The European Union is poised to increase demands of...

      • Downloads: 119
    • For Customer Insights Professionals

      Report:The New Privacy: It's All About Context

      Adopt Contextual Privacy To Gain A Market Advantage

      "Privacy is dead": It's a trope so often repeated you might actually think it's true. But in the age of smartphones and sensors, privacy is not only possible, it's essential for building trust, the...

      • Downloads: 403
    • For CIO Professionals

      Report:Improve Business Outcomes With Adaptive Intelligence

      Making Business Intelligence A Collaborative Process Leads To Greater Insights, Security, And Efficiency

      Enterprise execs who seek to understand their customers, market, and competitive landscape can't afford to limit their insights to the data they generate. Nor can they hope to gain sufficient insight...

      • Downloads: 445
    • For Marketing Leadership Professionals

      Report:Introducing Adaptive Intelligence

      Why Firms Need To Share Data To Become Customer-Obsessed

      Enterprises seeking to better understand their customers, market, and competitive landscape can't afford to limit their insights to only what they already know — the data they generate...

      • Downloads: 599
    • For Customer Insights Professionals

      Report:Navigating The Future Of Customer Intelligence

      Customer intelligence is in the throes of significant change brought about by two primary drivers: 1) the disruption caused by the massive shifts in consumer behavior, and 2) organizations' growing...

      • Downloads: 640
    • For Customer Insights Professionals

      Report:Prepare For A World Of Consumer-Managed Data

      Executive Overview: The Personal Identity And Data Management Playbook

      Amid the talk of big data and personal clouds, another important trend is emerging: Consumers are increasingly aware of the data they create as they move about the Web and engage with businesses and...

      • Downloads: 351
    • For Customer Insights Professionals

      Report:Building Data Stewardship Is A New Customer Insights Imperative

      Organization: The Personal Identity And Data Management Playbook

      In anticipation of the increasing adoption of personal identity and data and data management (PIDM) tools and services, customer insights (CI) leaders will be held increasingly accountable for their...

      • Downloads: 328
    • For Customer Insights Professionals

      Report:Customer Engagement Agency Progress Reflects Industry Maturity

      During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found...

      • Downloads: 255
    • For Customer Insights Professionals

      Report:The Forrester Wave™: Customer Engagement Agencies, Q4 2012

      How 13 Vendors Stack Up In An Emerging Market

      In Forrester's 19-criteria evaluation of emerging customer engagement agencies (CEAs), we found that only OgilvyOne Worldwide has made a significant-enough shift in this segment of its business to be...

      • Downloads: 851
    • For Customer Insights Professionals

      Report:Making Sense Of A Fractured Consumer Data Ecosystem

      Landscape: The Personal Identity And Data Management Playbook

      Although widespread adoption of personal identity and data management (PIDM) remains a few years away, the ecosystem of data lockers and authorization managers is already rapidly evolving. Firms...

      • Downloads: 383
    • For Customer Insights Professionals

      Report:Should Your Firm Work With A Customer Engagement Agency?

      How To Decide Whether And When To Hire A CEA

      Customer intelligence (CI) professionals play an important role in a firm's evolution in the age of the customer — with many gaining C-suite visibility and achieving more-strategic positioning...

      • Downloads: 204
    • For Customer Insights Professionals

      Report:How Dirty Is Your Data?

      Strategic Plan: The Personal Identity And Data Management Playbook

      As personal identity management (PIDM) begins to take shape, companies must think about their customer insights (CI) practices differently. Today's data governance policies — the rules that...

      • Downloads: 460
    • For Customer Insights Professionals

      Report:Should You Engage In A Customer Intelligence Safe Haven?

      Why Marketers Must Create Partnerships To Succeed In The Future

      The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

      • Downloads: 274
    • For Customer Insights Professionals

      Report:The Evolution Of The Customer Engagement Agency

      As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

      • Downloads: 594
    • For Customer Insights Professionals

      Report:Four Trends In Customer Intelligence Services

      Over the past year, we've been tracking a subtle shift in how organizations are evaluating and buying customer intelligence (CI) services. As executives at the C-level get involved in CI vendor...

      • Downloads: 321
    • For Customer Insights Professionals

      Report:Personal Identity Management Success Starts With Customer Understanding

      With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines,...

      • Downloads: 395