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Emily   Collins

Emily Collins

Interim Research Director Serving B2C Marketing Professionals

Emily serves B2C marketing professionals. She leads a team of analysts who help clients develop marketing strategies that drive customer obsession and growth. Her team focuses on omnichannel advertising, social marketing, content strategy and intelligence, marketing measurement, and loyalty.

Emily also leads Forrester's customer loyalty and communities coverage. Her research examines loyalty strategy; loyalty programs; consumer trends; and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She has been cited frequently in publications such as AdAge, CMSWire, CNBC, Direct Marketing News, Forbes, Fortune, and the New York Times.

Previous Work Experience

Prior to her current roles, Emily spent four years supporting Forrester’s marketing and customer insights research. She fielded quantitative and qualitative surveys and performed primary and secondary research for reports and consulting projects. She contributed to published reports about marketing technology adoption, social intelligence, online testing, intelligence-powered CRM, marketing service providers, and cross-channel marketing measurement.

Education

Emily is a graduate of Boston College.

Emily Collins

Interim Research Director Serving B2C Marketing Professionals

Emily serves B2C marketing professionals. She leads a team of analysts who help clients develop marketing strategies that drive customer obsession and growth. Her team focuses on omnichannel advertising, social marketing, content strategy and intelligence, marketing measurement, and loyalty.

Emily also leads Forrester's customer loyalty and communities coverage. Her research examines loyalty strategy; loyalty programs; consumer trends; and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She has been cited frequently in publications such as AdAge, CMSWire, CNBC, Direct Marketing News, Forbes, Fortune, and the New York Times.

Previous Work Experience

Prior to her current roles, Emily spent four years supporting Forrester’s marketing and customer insights research. She fielded quantitative and qualitative surveys and performed primary and secondary research for reports and consulting projects. She contributed to published reports about marketing technology adoption, social intelligence, online testing, intelligence-powered CRM, marketing service providers, and cross-channel marketing measurement.

Education

Emily is a graduate of Boston College.

Emily Collins's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Research Overview: Corporate Values, Q2 2020

    June 2, 2020Emily Collins, Sarah Dawson, Nick Monroe, Rick Parrish, Anjali Lai, Jim Nail

    Values-based consumers and employees are a dominant force in today's market. Companies that acknowledge those values and authentically embrace their own corporate values will grow faster and drive better business results. But there's no one-size-fits-all approach; to help CMOs forge their own path forward, this report ties together Forrester's current body of corporate values research.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The State Of Retail Loyalty In 2020

    An Evaluation Of 13 Retail Loyalty Programs

    April 9, 2020 Sucharita Kodali, Emily Collins

    Shoppers love retail loyalty programs. Three-quarters of online consumers belong to at least one program, and they report regularly using the programs to which they belong. However, not all loyalty programs are the same. Forrester has developed a framework to evaluate which programs serve their shoppers best across five attributes: ease of enrollment, participation benefits, account management, strength of communication, and privacy. The largest programs, no doubt more difficult to administer, scored lower than smaller programs.

  • For B2C Marketing Professionals

    REPORT: Create A Loyalty Strategy, Not Just A Rewards Program

    Executive Overview: The Customer Loyalty Playbook

    March 26, 2020Emily Collins

    Earning customer loyalty demands more than implementing a rewards program. Strategies that rely purely on loyalty programs offering points and discounts miss an opportunity to drive deeper engagement through emotional loyalty. B2C marketing professionals must help their firms mature their approach to embracing loyalty at the enterprise level. This playbook addresses the foundational strategies, technologies, and best practices that make intelligent and lasting customer loyalty possible. 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 ROI Of Loyalty Programs

    Business Case: The Customer Loyalty Playbook

    March 5, 2020Emily 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 report previously published under the title "The ROI Of Customer Loyalty." Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: How To Be A Loyalty Company

    Vision: The Customer Loyalty Playbook

    February 28, 2020Emily Collins

    B2C marketers are already onboard with the idea that earning customer loyalty requires more than just offering a loyalty program. Yet they struggle to evolve their efforts when faced with the scope and complexity of this perspective: Any interaction a customer has with a brand has the potential to impact their loyalty. It's difficult to define what contributes to loyalty, who owns it, and how to measure it. This report provides foundational guidance for establishing a coordinated enterprisewide approach for earning and maintaining customer loyalty. This is an update of a report previously published under the title "Be A Loyalty Company, Not A Company With A Loyalty Program"; Forrester reviews and updates it periodically for continued relevance and accuracy.

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