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.

Luca S. Paderni's Research

  • For Marketing Leadership Professionals

    Report: Master Content Marketing To Drive Engagement, Credibility, And Preference

    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 consum...

    • Downloads: 152
  • For Marketing Leadership Professionals

    Report: The State Of Online Video Advertising In Europe, 2013

    Online video advertising spend is growing rapidly in Europe as marketers try to tap into consumers' appetite for online video. While we see different stages of maturity across Europe overall, to...

    • Downloads: 186
  • For Interactive Marketing Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    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-ti...

    • Downloads: 892
  • For Marketing Leadership Professionals

    Report: Evaluate Your Marketing Optimization Initiative

    Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

    • Downloads: 391
  • For Marketing Leadership Professionals

    Report: Manage Your Marketing Mix Modeling Vendors

    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 dec...

    • Downloads: 351
  • For CMO Professionals

    Report: Trends For The CMO To Watch In 2011

    2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But tha...

    • Downloads: 1697
  • For Marketing Leadership Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q3 2011

    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, c...

    • Downloads: 1278
  • 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 acc...

    • Downloads: 1279
  • For Marketing Leadership Professionals

    Report: A New Approach To Brand Loyalty

    Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term finan...

    • Downloads: 1328
  • For Interactive Marketing Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    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-ti...

    • Downloads: 892
View all of Luca S. Paderni's Research

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