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

    Customer loyalty strategies come with a lot of baggage: They are synonymous with points and discounts. But it's time for a reality check. Loyalty is both behavioral and emotional, and companies ...

  • For B2C Marketing Professionals

    Report: Marketers: Use Email To Cultivate Your Relationship With Loyal Customers

    Loyal customers engage more, spend more, and are more likely to consider and recommend a brand for future purchase. Yet loyalty and email marketers communicate with them the same way they connec...

  • For B2C Marketing Professionals

    Report: Improve Loyalty Measurement With Behavioral And Emotional Metrics

    Earning customer loyalty is critical to business success and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention metr...

  • For B2C Marketing Professionals

    Report: Five Keys To Unlock Additional Funding For Customer Loyalty

    Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Intuitively, executives understand that this is a wor...

  • For B2C Marketing Professionals

    Report: Pave A Clear Path To Advanced Loyalty

    B2C marketing professionals striving to increase customer loyalty face many challenges, including myopic me-too strategies, disparate data, siloed customer insights, and inadequate measurement p...

  • 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

    Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on lo...

  • For B2C Marketing Professionals

    Report: How Consumers Really Feel About Loyalty Programs

    Consumers have a healthy appetite for loyalty programs and are drawn in by discounts and savings. But consumers aren't necessarily just interested in saving money. Loyalty program members also d...

  • For B2C Marketing 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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