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: 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.

  • For B2C Marketing Professionals

    REPORT: Predictions 2019: Privacy And Data Ethics

    Entitled Consumers Will Force Firms To Course Correct Poor Practices

    November 5, 2018Fatemeh Khatibloo, Stephanie Balaouras, Enza Iannopollo, Stephanie Liu, Jeff Pollard, Heidi Shey

    The marketing-privacy ecosystem is about to change — again. If 2018 was the year of regulatory action, then 2019 will be the year of consumer action. This will open new opportunities for brands that choose to make privacy a competitive differentiator, and create significant business risk for those that choose to ignore it. This report lays out Forrester's five predictions for how the evolution of privacy and data ethics will impact marketers in 2019.

  • For B2C Marketing Professionals

    REPORT: Marketers: Rate Your Customer Privacy Proficiency

    Assessment: The Customer Trust And Privacy Playbook

    October 31, 2018Fatemeh Khatibloo

    For better or worse, many modern marketing tactics represent an enormous privacy and security risk to your organization. That means B2C marketers need to develop privacy awareness, build privacy acumen, and engage with their privacy and security counterparts. This report will help marketing teams assess their privacy proficiency across five key competencies. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. In this version, we have revised the competencies, scoring model, and maturity levels.

  • For B2C Marketing Professionals

    REPORT: The Future Of Privacy: Personal Identity And Data Management

    Consumer-Managed Data Is The Future Of The Data Economy

    October 17, 2018Fatemeh Khatibloo, Stephanie Liu

    Consumers leave a digital footprint across channels and media, and they are aware that marketers use this data for financial gain. With growing concerns about security and privacy, individuals want to know when data about them is being collected, what is being stored and by whom, and how that data is being used. This has spurred the rise of the personal identity and data management (PIDM) industry in the data economy, which promises to give consumers control over their own data. This report helps B2C marketers prepare for PIDM-driven change. 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 new market conditions, data, and regulations.

  • For B2C Marketing Professionals

    REPORT: Q&A: What Marketers Need To Know About Zero-Party Data

    October 10, 2018Fatemeh Khatibloo

    B2C marketers know how difficult it is to build and maintain a trusted relationship with consumers. The introduction of regulations like the European Union's General Data Protection Regulation (GDPR) and Vermont's data broker registration law make the use of third-party data — a crucial marketing tool — even more difficult for marketers. There's another option, though: zero-party data. This report dives into zero-party data, how it differs from first-party data, and how B2C marketers should treat this sensitive information.

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