Emily   Collins

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

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

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Build A Loyalty Strategy With Global Appeal

    December 12, 2017Emily Collins, Arleen Chien

    We've recently seen a spike in questions from brands about the global demand for loyalty programs, and customer loyalty solution vendors have their sights set on international growth. When thinking about launching or expanding a program abroad, B2C marketers need to be aware of cultural and regulatory distinctions that challenge a "copy/paste" mentality. This report provides best practices for program expansion across the globe.

  • For B2C Marketing Professionals

    REPORT: Pave A Clear Path To Advanced Loyalty

    Road Map: The Customer Loyalty Playbook

    December 6, 2017Emily 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: Craft A Loyalty Strategy That Raises Your Firm's Maturity

    Strategic Plan: The Customer Loyalty Playbook

    December 4, 2017Emily Collins

    Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the six competencies of advanced customer loyalty: strategy, data and metrics, performance management, people and organization, program design, and program execution. This report is a guide for building a strategic plan that advances your loyalty maturity level. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. This version aligns with Forrester's updated maturity assessment model.

  • For B2C Marketing Professionals

    REPORT: The State Of Loyalty Strategies 2017

    Benchmarks: The Customer Loyalty Playbook

    November 30, 2017Emily Collins

    Forrester recently surveyed 99 marketers about their loyalty strategies to understand how they manage and measure customer loyalty and what challenges get in the way of success. This report contains benchmarks for B2C marketing professionals working on increasing customer loyalty and provides an overview of how companies across industries execute on loyalty strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we substantially revised this edition to factor in updated tools, ideas, and data.

  • For B2C Marketing Professionals

    REPORT: Predictions 2018: The Revolution That Is Customer-Obsessed Marketing Finally Begins

    November 8, 2017Emily Collins

    All B2C marketers have heard about the importance of customer experience. Some even claim to be customer obsessed, prioritizing customer understanding, brand strategy, and customer experience. But too few put their belief into practice — until now. We predict that in 2018 a faction of forward-thinking brands will surge ahead of their peers by fully embracing customer-obsessed marketing. In their wake, they will leave an ecosystem and a competitive set scrambling to catch up.

View all of Emily Collins's Research

Clients Who Work With Emily Collins Also Work With:

View all related analysts