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Collin   Colburn

Collin Colburn

Senior Analyst Serving B2C Marketing Professionals

Collin is a senior 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

Senior Analyst Serving B2C Marketing Professionals

Collin is a senior 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 B2C Marketing Professionals

    REPORT: Weigh The Pros And Cons Of 11 Emerging Marketing Channels

    May 11, 2020Collin Colburn, David Novitzky

    Emerging channels provide value to consumers and opportunities for marketers, but which ones should marketers invest in? This report looks at eleven channels, but before spending money on any of them, B2C marketers must first decide whether they fit with their marketing goals. Read this report to assess which emerging channels you should have on your marketing radar.

  • For B2C Marketing Professionals

    REPORT: Get More From Mobile Advertising

    Mobile Ads Struggle To Deliver Value For All

    April 24, 2020Collin Colburn

    Mobile advertising is a critical tool for advertisers and publishers alike, as consumers use mobile as their primary device. But mobile ads still fall short. Read this report to determine what B2C marketers and publishers each need to do to yield greater return from mobile ad placements.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Search Engine Optimization (SEO) Technologies, Q1 2020

    Forrester's Overview Of 27 SEO Technology Providers

    March 16, 2020Collin Colburn

    B2C marketers can use SEO technologies to perform technical audits of their sites, conduct competitor and keyword research, and automate the overall SEO process. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. You should use this report to understand the value you can expect from an SEO technologies provider and to select one based on size and functionality.

  • 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.

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