Arleen   Chien

Arleen Chien

Researcher Serving B2C Marketing Professionals

Arleen is a researcher serving B2C marketing professionals. Her research focuses on how marketers can bring together both marketing and advertising technologies to understand consumer audiences and best deliver consistent brand messages and experiences. She is also interested in exploring how marketers must work with their technology and service providers to balance creative and data-driven strategies in their marketing investments and build a customer-insights-driven organization.

Previous Work Experience

Prior to her current role, Arleen was a senior research associate on the B2C marketing team. She supported analysts with their coverage of marketing measurement, customer loyalty strategies, and enterprise marketing technologies. 

Before joining Forrester, Arleen was in media planning at MullenLowe Mediahub. She worked with the agency’s clients and helped them plan, execute, and analyze media campaigns across both traditional and digital media channels.

Education

Arleen holds a B.A. in psychology from Harvard University.

Arleen Chien

Researcher Serving B2C Marketing Professionals

Arleen is a researcher serving B2C marketing professionals. Her research focuses on how marketers can bring together both marketing and advertising technologies to understand consumer audiences and best deliver consistent brand messages and experiences. She is also interested in exploring how marketers must work with their technology and service providers to balance creative and data-driven strategies in their marketing investments and build a customer-insights-driven organization.

Previous Work Experience

Prior to her current role, Arleen was a senior research associate on the B2C marketing team. She supported analysts with their coverage of marketing measurement, customer loyalty strategies, and enterprise marketing technologies. 

Before joining Forrester, Arleen was in media planning at MullenLowe Mediahub. She worked with the agency’s clients and helped them plan, execute, and analyze media campaigns across both traditional and digital media channels.

Education

Arleen holds a B.A. in psychology from Harvard University.

Arleen Chien's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Sales Guarantees Creep Into TV Ad Buying

    Don't Assume Proving Sales Is The Holy Grail Of TV Measurement

    April 18, 2019 Jim Nail, Arleen Chien

    With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the media firm guaranteed a sales lift from the quick service restaurant's ads on its TV networks. This sounds like a major advance for advertising accountability, but beware of the downsides of focusing TV advertising solely on short-term metrics. B2C marketers should read this report to learn from this campaign and plan their own tests of video buys that guarantee sales.

  • For B2C Marketing Professionals

    REPORT: Demystify Artificial Intelligence In Social Listening Platforms

    February 7, 2019 Jessica Liu, Arleen Chien

    Artificial intelligence (AI) was the trending topic in the 2018 marketing technology landscape. Social listening platforms (SLPs) have joined the fray; vendors go to market touting their AI capabilities or have AI plans in their product road maps. This report, for B2C marketers and their colleagues, unpacks how AI manifests in social listening platforms, including debunking myths around total automation and which use cases benefit from it.

  • For B2C Marketing Professionals

    REPORT: Case Study: FactCool And Zizzi Leverage Martech Investments To Drive Digital Transformation

    January 15, 2019 Rusty Warner, Arleen Chien

    This case study for B2C marketers examines how an online fashion retailer and a casual dining restaurant chain are using their enterprise marketing technology (EMT) investments to lead their firm's digital transformation initiatives. Both companies have differentiated themselves from competitive threats using this approach, as it allows them to better meet customer expectations.

  • For B2C Marketing Professionals

    REPORT: Perk Up Your Loyalty Program

    Continuous Improvement: The Customer Loyalty Playbook

    January 8, 2019 Emily Collins, Arleen Chien

    Loyalty programs have been around for more than 35 years, and consumers are growing tired of their banality. B2C marketers looking to launch or relaunch programs need to orchestrate, package, and deliver a mix of benefits that will drive purchase behavior and build long-term customer loyalty. This report dives deep into program building blocks and benefits to help you construct the program your consumers want to participate in. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Executive Overview: The Customer Loyalty Playbook

    December 27, 2018 Emily Collins, Arleen Chien

    Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on loyalty programs offering points and discounts miss an opportunity to drive deeper engagement through emotional loyalty. This playbook addresses the foundational strategies, technologies, and best practices that make intelligent and lasting customer loyalty possible. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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