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: How To Transform Advertising Practices To Better Connect With Consumers

    Road Map: The Omnichannel Advertising Playbook

    July 26, 2018 Susan Bidel, Arleen Chien

    A truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience across channels and devices. B2C marketers should read this case study to learn how one forward-thinking omnichannel advertiser uses data, a culture of innovation, and regular cadence of partner communication to deliver compelling consumer connections at every available touchpoint.

  • For B2C Marketing Professionals

    REPORT: Create An Omnichannel Advertising Strategy Centered On Customer Experience

    Executive Overview: The Omnichannel Advertising Playbook

    July 26, 2018 Joanna O'Connell, Susan Bidel, Arleen Chien

    B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying strategy that efficiently and effectively invests ad dollars. The new omnichannel advertising strategy playbook helps marketers understand the fundamental shifts that are occurring and provides a strategic road map and best practices. This report introduces B2C marketers to the advice offered through the playbook.

  • 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 Omnichannel Advertising 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.

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