Fatemeh   Khatibloo

Fatemeh Khatibloo

Principal Analyst Serving B2C Marketing Professionals

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.

Education

Fatemeh studied journalism at The George Washington University.

Fatemeh Khatibloo

Principal Analyst Serving B2C Marketing Professionals

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.

Education

Fatemeh studied journalism at The George Washington University.

Fatemeh Khatibloo's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The ROI Of Privacy

    Business Case: The Customer Trust And Privacy Playbook

    February 5, 2019Fatemeh Khatibloo, Reggie Lau

    Organizations have traditionally focused investment and resources on preventing data breaches, but consumers are growing more aware of privacy breaches and creepy experiences. B2C marketers must make a case for investment in customer trust and privacy beyond security and risk protocols. This report uses Forrester's Total Economic Impact™ (TEI) framework to help marketers justify investing in privacy to drive revenue and foster customer trust.

  • For B2C Marketing Professionals

    REPORT: The New Privacy: It's All About Context

    Vision: The Customer Trust And Privacy Playbook

    January 4, 2019Fatemeh Khatibloo

    "Privacy is dead" is a trope so often repeated that you might actually think it's true. But in the age of smartphones and sensors, privacy is actually essential for building trust. Context is key — businesses crave insight into the context in which consumers use their products, and consumers want businesses to deliver contextually relevant services. Contextual privacy enables companies to negotiate the collection and use of personal data to ensure a fair value exchange. This report explains contextual privacy, why B2C marketing pros must adopt it, and best practices. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We're updating it now with current legal and regulatory information and new Consumer Technographics® data.

  • For B2C Marketing Professionals

    REPORT: The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook

    December 20, 2018Fatemeh Khatibloo

    In today's always-on world of modern marketing, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a modern, three-pronged approach for B2C marketers to earn and keep customer trust. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. This version contains new data.

  • For B2C Marketing Professionals

    REPORT: The Anatomy Of A Preference Center

    Enterprise Preference Management Gives Consumers Control For Better Customer Engagement

    December 20, 2018Fatemeh Khatibloo, Stephanie Liu

    B2C marketers focus on personalization as a means of delivering better experiences. Enterprise preference management (EPM) can play a key role in this strategy: In a value exchange, customers share more data about themselves, their interests, and marketing preferences that marketers can then use to send relevant messages. This report provides best practices for building a customer-friendly preference center and EPM strategy that engages and retains customers.

  • 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.

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