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: Case Study: ScottishPower Adapts To Customer Needs With RTIM

    April 5, 2018 Rusty Warner, Arleen Chien

    This case study details how B2C marketers need to prioritize improved customer experiences when making enterprise marketing technology (EMT) investments. ScottishPower (SP) overhauled its EMT ecosystem to align with business goals to better unify its customer strategy. With its investment in Alterian's real-time interaction management (RTIM) solution, this energy and gas provider has achieved lower churn rates and higher customer satisfaction scores, as well as operational efficiencies.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Digital Media Buying Playbook

    April 5, 2018 Mary Pilecki, Arleen Chien, Susan Bidel, Jessica Liu, Jim Nail, Joanna O'Connell

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and marketers are embracing omnichannel advertising to create connected experiences that drive better results. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 11 technology categories that support omnichannel advertising. B2C marketing pros should read this report to shape their firm's investment approach to these technologies.

  • For B2C Marketing Professionals

    REPORT: Build A Loyalty Strategy With Global Appeal

    December 12, 2017 Emily Collins, Arleen Chien

    We've recently seen a spike in questions from brands about the global demand for loyalty programs, and customer loyalty solution vendors have their sights set on international growth. When thinking about launching or expanding a program abroad, B2C marketers need to be aware of cultural and regulatory distinctions that challenge a "copy/paste" mentality. This report provides best practices for program expansion across the globe.

View all of Arleen Chien's Research

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