Emily   Collins

Emily Collins

Principal Analyst Serving B2C Marketing Professionals

Emily is a principal 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.

Education

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

Emily Collins

Principal Analyst Serving B2C Marketing Professionals

Emily is a principal 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.

Education

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

Emily Collins's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Psychology Of Points

    Landscape: The Customer Loyalty Playbook

    May 8, 2019Emily Collins, Anjali Lai

    Brands across industries pump millions of dollars into loyalty programs that offer the same mix of points, discounts, and material benefits. But do they capture the hearts and wallets of empowered consumers? This report uses Forrester Analytics Consumer Technographics® research to explain how consumers perceive loyalty programs and what B2C marketers need to do to improve their programs' ability to drive emotional loyalty. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook

    April 18, 2019Emily Collins, Reggie Lau

    Loyalty programs help companies identify and collect rich data about their best customers to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for investment in a loyalty program. It provides an ROI model for loyalty program expenditures using Forrester's Total Economic Impact™ (TEI) framework. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Loyalty Technology Platforms, Q2 2019

    Tools And Technology: The Customer Loyalty Playbook

    April 9, 2019Emily Collins

    In our 28-criterion evaluation of loyalty technology platforms, we identified the 13 most significant ones — Aimia, Annex Cloud, Brierley+Partners, Cheetah Digital, Clutch, Collinson, Comarch, CrowdTwist, Epsilon, ICF Next, Kobie, Merkle/HelloWorld, and SessionM — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals select the right one for their needs.

  • For B2C Marketing Professionals

    REPORT: Be A Loyalty Company, Not A Company With A Loyalty Program

    Vision: The Customer Loyalty Playbook

    January 14, 2019Emily Collins

    Loyalty programs are more likely to conjure thoughts of points and discounts than authentic customer relationships. Companies that want to compete for their customers' loyalty need an evolved approach that extends beyond transactional rewards. This report helps B2C marketing pros evolve their outdated thinking around loyalty and build a strategy based in customer insight that meaningfully acknowledges and reinforces customer relationships. 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: Perk Up Your Loyalty Program

    Continuous Improvement: The Customer Loyalty Playbook

    January 8, 2019Emily Collins, Arleen Chien

    Loyalty programs have been around for more than 35 years, and consumers are growing tired of their banality. B2C marketers looking to launch or relaunch programs need to orchestrate, package, and deliver a mix of benefits that will drive purchase behavior and build long-term customer loyalty. This report dives deep into program building blocks and benefits to help you construct the program your consumers want to participate in. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

View all of Emily Collins's Research

Clients Who Work With Emily Collins Also Work With:

View all related analysts