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: Four Steps To Add Social Media To Your Marketing Strategy

    Strategic Plan: The Social Marketing Playbook

    November 12, 2018 Jessica Liu, Arleen Chien, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. This report provides B2C marketers with a process to successfully integrate social media into their marketing strategy by methodically assessing audience, objectives, and tactics. 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: The Forrester Wave™: Social Listening Platforms, Q3 2018

    The 10 Providers That Matter Most And How They Stack Up

    August 21, 2018 Jessica Liu, Arleen Chien

    In our 40-criteria evaluation of social listening platforms, we identified the 10 most significant ones — Brandwatch, Crimson Hexagon, Digimind, Linkfluence, NetBase, Sprinklr, Synthesio, Sysomos, Talkwalker, and Zignal Labs — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • 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.

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