Emily Collins

Senior Analyst serving B2C Marketing PROFESSIONALS

Emily is a senior analyst focused on customer loyalty, with an emphasis on trends, technologies, services, and analytics. She helps marketing clients navigate the evolving customer loyalty landscape and develop intelligence-driven loyalty strategies and programs. Her research examines consumer attitudes and the tools, skills, and processes required for B2C Marketing Professionals to successfully foster meaningful relationships with their best customers.

Previous Work Experience

Prior to becoming an analyst, Emily spent three years supporting Forrester's customer insights (CI) research team and researching customer loyalty. She fielded quantitative and qualitative surveys of CI Professionals and performed primary and secondary research for reports and consulting projects. She contributed to published reports about B2B customer intelligence, marketing technology adoption, social intelligence, online testing, intelligence-powered CRM, marketing service providers, and cross-channel marketing measurement.

Before joining Forrester, Emily worked in marketing at Northeastern University.


Emily holds a B.A. in English from Boston College.

Research Coverage

Emily Collins's Research

  • For B2C Marketing Professionals

    Report: Harness Loyalty Insights To Build Business Advantage

    Many companies that invest in customer loyalty deploy loyalty programs that both incentivize behavior and collect valuable data from engaged and loyal customers. It's easy to treat loyalty as a ...

  • For B2C Marketing Professionals

    Report: Three Must-Haves For Loyalty Strategy Success

    Successful loyalty strategies boost customer retention, engagement, and the bottom line. But today, many companies fail because they haven't established the foundation they need to build basic c...

  • For B2C Marketing Professionals

    Report: Brief: Demand More From Loyalty Vendors In Your Selection Process

    During the Forrester Wave™ evaluation of customer loyalty solutions, we surveyed 61 vendor clients about their vendor partnerships. We found that users are largely satisfied with their providers...

  • For B2C Marketing Professionals

    Report: Master Your Mobile Loyalty Moments

    Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and mome...

  • For B2C Marketing Professionals

    Report: The State Of Loyalty Strategies 2016

    Forrester recently surveyed 60 marketers about their loyalty strategies in an effort to understand how they manage and measure customer loyalty and what challenges get in the way of success. Thi...

  • For B2C Marketing Professionals

    Report: Navigate The Complex Customer Loyalty Ecosystem

    Are you among the many business-to-consumer (B2C) marketers who are trying to boost customer loyalty but confused by the number of vendors offering loyalty solutions? The escalating importance o...

  • For B2C Marketing Professionals

    Report: Create An Evolved Loyalty Strategy, Not Just An Effective Program

    In the age of the customer, it's more important than ever to engage effectively with your customers — how, when, and where they desire. To do this, B2C marketing professionals must help their fi...

  • For Customer Insights Professionals

    Report: The Loyalty Program Participant Profile

    Consumers have a healthy appetite for loyalty programs and are drawn in by discounts and savings. But consumers aren't necessarily just interested in the cold hard cash. Loyalty program members ...

  • For Customer Insights Professionals

    Report: Advance Your Approach To Customer Loyalty

    If you are serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate plannin...

  • For Customer Insights Professionals

    Report: The State Of Loyalty Programs 2013

    Forrester recently surveyed 50 loyalty program marketers about their loyalty program strategies in an effort to understand the size, structure, and performance of their programs. This report con...

View all of Emily Collins's Research

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