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.

Education

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

Emily Collins's Research

  • For Customer Insights Professionals

    Report: The Forrester Wave™: Customer Loyalty Solutions For Large Organizations, Q1 2016

    In this Forrester Wave™ evaluation of customer loyalty solutions for large organizations, we identified the eight most significant players — Aimia, Bond Brand Loyalty (formerly Marit...

    • Downloads: 194
  • For Customer Insights Professionals

    Report: The Forrester Wave™: Customer Loyalty Solutions For Midsize Organizations, Q1 2016

    In this Forrester Wave™ evaluation of customer loyalty solutions for midsize organizations, we identified the seven most significant customer loyalty solutions — 500friends, a Merkle...

    • Downloads: 108
  • For Customer Insights Professionals

    Report: Brief: Loyalty Programs Unveil Your Most Loyal Customers

    Loyalty programs are often touted as discount schemes that have little impact on customer relationships. But we find that when done right, loyalty programs encourage a company's most engaged cus...

    • Downloads: 116
  • For Customer Insights Professionals

    Report: Brief: Don't Hinge Health Insurance Loyalty On Incentives

    Consumers have more control over their health coverage decisions than ever before, and health insurers need to get better at building relationships with those consumers. But this shift isn't goi...

    • Downloads: 156
  • 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 ...

    • Downloads: 1905
  • For Customer Insights Professionals

    Report: Navigate The Complex Customer Loyalty Ecosystem

    Are you among the many customer insights professionals trying to boost your customers' loyalty but confused by the number of vendors offering loyalty solutions? The escalating importance of cust...

    • Downloads: 2883
  • 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 ...

    • Downloads: 1905
  • For Customer Insights 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, customer insights (CI) professionals mus...

    • Downloads: 1288
  • 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...

    • Downloads: 1897
  • 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...

    • Downloads: 1600
View all of Emily Collins's Research

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