Collin   Colburn

Collin Colburn

Analyst Serving B2C Marketing Professionals

Collin is an analyst on the B2C marketing team. His research focuses on current and future trends in performance marketing. Collin studies how consumers find brands and information and what strategies and technologies marketers can leverage to drive brand discovery, customer acquisition, and performance from their marketing efforts. His research topics include strategies and best practices for search engine optimization (SEO), paid search advertising, Amazon advertising, voice search, mobile advertising, local marketing, and emerging marketing channels.

Collin is frequently quoted in the press, including such publications as Search Engine Land, Digiday, MediaPost, The Drum, The New York Times, and The Wall Street Journal. Collin is also a frequent guest on Bloomberg TV.

Previous Work Experience

Prior to becoming an analyst, Collin spent several years supporting Forrester's marketing leadership team. He fielded quantitative and qualitative surveys of marketing professionals and performed primary and secondary research for reports and consulting projects. Collin contributed to published research reports and client projects in the fields of digital media, programmatic technologies, email marketing, search marketing, and social marketing.

Prior to joining Forrester, Collin was a data analyst in financial risk management at GE Capital.

Education

Collin holds a BA in economics from The Catholic University of America.

Collin Colburn

Analyst Serving B2C Marketing Professionals

Collin is an analyst on the B2C marketing team. His research focuses on current and future trends in performance marketing. Collin studies how consumers find brands and information and what strategies and technologies marketers can leverage to drive brand discovery, customer acquisition, and performance from their marketing efforts. His research topics include strategies and best practices for search engine optimization (SEO), paid search advertising, Amazon advertising, voice search, mobile advertising, local marketing, and emerging marketing channels.

Collin is frequently quoted in the press, including such publications as Search Engine Land, Digiday, MediaPost, The Drum, The New York Times, and The Wall Street Journal. Collin is also a frequent guest on Bloomberg TV.

Previous Work Experience

Prior to becoming an analyst, Collin spent several years supporting Forrester's marketing leadership team. He fielded quantitative and qualitative surveys of marketing professionals and performed primary and secondary research for reports and consulting projects. Collin contributed to published research reports and client projects in the fields of digital media, programmatic technologies, email marketing, search marketing, and social marketing.

Prior to joining Forrester, Collin was a data analyst in financial risk management at GE Capital.

Education

Collin holds a BA in economics from The Catholic University of America.

Collin Colburn's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Predictions 2020: Agencies

    The Cumulation Of Many Pressures Forces Agencies To Upgrade

    October 29, 2019 Jay Pattisall, Keith Johnston, Thomas Husson, Collin Colburn, Joanna O'Connell, Bret Sanford-Chung, J. P. Gownder

    CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and capability to amplify audiences, activate campaigns, and build experiences with results or find themselves falling further into irrelevance.

  • For B2C Marketing Professionals

    REPORT: Predictions 2020: Media

    Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020

    October 29, 2019Collin Colburn, Joanna O'Connell, Jim Nail, Jessica Liu, Stephanie Liu, David Novitzky

    2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group of frustrated consumers and new entrants to the media industry. This report lays out Forrester's five major predictions for the media industry in 2020, giving B2C marketers time to prepare.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Performance Marketing Agencies, Q3 2019

    The 12 Agencies That Matter Most And How They Stack Up

    September 18, 2019Collin Colburn, Stephanie Liu

    In our 28-criterion evaluation of performance marketing agencies, we identified the 12 most significant ones — 360i, 3Q Digital, DAC Group, GroupM Performance, iCrossing, iProspect, Jellyfish, Merkle, Performics, Rise Interactive, Tinuiti, and Wpromote — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketers select the right one for their needs.

  • For B2C Marketing Professionals

    REPORT: Amazon Will Disrupt The Advertising Ecosystem

    Is Your Company Prepared?

    September 3, 2019Collin Colburn

    Amazon Advertising experienced explosive growth in 2018. The advertising industry is abuzz about this new entrant and its chances of taking down the current duopoly, Facebook and Google. This report examines how Amazon will change the advertising industry going forward for all stakeholders: Google, Facebook, agencies, tech vendors, and — most importantly — marketers.

  • For B2C Marketing Professionals

    REPORT: Derive Earned Media's True Value

    July 2, 2019Collin Colburn, Jessica Liu, Tina Moffett

    Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned media — all that it is and isn't — and offers an approach to evaluate it.

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