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: Pave A Clear Path To Advanced Loyalty

    Road Map: The Customer Loyalty Playbook

    November 15, 2018Emily Collins

    B2C marketing professionals striving to increase customer loyalty face many challenges, including myopic me-too strategies, disparate data, siloed customer insights, and inadequate measurement practices. If you want to elevate your loyalty approach, you need a road map that clearly articulates the steps to get there. Starting with your loyalty maturity level, this report helps you turn your strategic plan into actionable steps. 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: Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    November 8, 2018 Jessica Liu, Emily Collins, Fatemeh Khatibloo, Stephanie Liu, Tina Moffett, Jim Nail, Joe Stanhope, Rusty Warner

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C marketers have painfully learned that they need to handle existing customers with greater care. In 2019, we predict, this realization will yield creative new and enhanced marketer efforts to engage with existing customers.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Loyalty Marketing, Q4 2018

    Tools And Technology: The Customer Loyalty Playbook

    October 22, 2018Emily Collins

    You can use loyalty marketing vendors to develop loyalty strategies, design and manage loyalty programs, and measure your loyalty marketing efforts. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, capability, geography, and vertical market focus. B2C marketers should use Forrester's Now Tech report to understand the value they can expect from a loyalty marketing provider and select vendors based on size and capability.

  • For B2C Marketing Professionals

    REPORT: The Psychology Of Points

    Landscape: The Customer Loyalty Playbook

    October 11, 2018Emily 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® 360 research to explain how consumers perceive loyalty programs and what B2C marketers need to do to improve their programs' ability to drive emotional loyalty.

  • For B2C Marketing Professionals

    REPORT: Brands Forget The Rules Of Modern Marketing When Crisis Hits

    Manage Risk And Reputation With A Customer-Obsessed Approach

    August 23, 2018Emily Collins, Jim Nail

    Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with customer obsession. This report helps B2C marketers step up their role in crisis management, apply the rules of modern marketing to shift from mouthpiece to authentic dialog, and accelerate a brand's journey from crisis to recovery mode.

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Webinar: The Psychology Of Points

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