Speaker Biography

Fatemeh Khatibloo

Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders


  • 08:40 AM - 09:00 AM

    What Happens When People Really Take Control?

    We’ve seen it before: the “greening” of consumer products; the transition in music consumption from “buy” to “rent”; the growth of the sharing economy. Each of these market shifts was led by a small number of early adopters who proved to be highly valuable — and highly influential — consumers. Now that customers are in the driver’s seat, the changes are happening faster and more frequently: Privacy, user-managed data sharing, connected everythings, and digital personal agents are all in the running to be the next consumer-led market shift. In this session, Fatemeh will describe:

    • What causes these consumer-led market shifts, and what happens to industries when they occur.
    • The degree of consumer adoption it takes to change the way we do business.
    • The shifts that are poised to happen before this decade is out.

Research Focus

Fatemeh serves B2C Marketing Professionals, with a focus on the shifting global consumer data ecosystem. She helps marketers navigate the complex connections between privacy, trust, and ethical data use, including the practices and vendors that can help them bridge the privacy/personalization paradox. Her seminal research on personal identity management (PIDM) describes how consumers will soon manage the sharing of their personal data with each other and with businesses. Her report "Adaptive Intelligence" further defines a framework for privacy-compliant data sharing between organizations to gain insight, reduce risk, and increase profitability.

Fatemeh focuses on privacy, identity, customer insights (CI) services, CI strategy, data monetization, data sharing, adaptive intelligence, and consumer preference.

Fatemeh's research has featured in The New York Times, The Wall Street Journal, AllThingsD, CNBC, and AdAge. She has contributed to the Harvard Business Review and Financial Times; provided commentary on NPR and the BBC; and been credited in the World Economic Forum's "Rethinking Personal Data" report. She is a frequent speaker at global industry and client events, including Mobile World Congress, CES, SxSW, DMA &Then, and AdWeek.

Previous Work Experience

Prior to joining Forrester, Fatemeh was principal of Times Two Marketing, where she built social and multichannel marketing programs designed to engage consumers, drive brand loyalty, and deliver relevant, actionable data to her clients. Prior experience at Binger Catalog Marketing, Abacus, and HagginGroup (now Epsilon) provided her with a deep understanding of the challenges and opportunities facing multichannel organizations across a spectrum of channels, market verticals, and disciplines. She has also held multichannel marketing positions on the client side, with firms like The Flax Companies and The Sharper Image.

Fatemeh is a member of the International Associate of Privacy Professional (IAPP) and is a Certified Information Privacy Manager (CIPM). She has served as a judge for the Multichannel Merchant Awards and the ECHO Awards.


Fatemeh studied journalism at The George Washington University.