Fatemeh serves Customer Insights Professionals, with a focus on the shifting consumer data ecosystem, including how privacy issues affect marketing and how customer preference centers improve engagement. 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, CI services, CI strategy, data monetization, data sharing, adaptive intelligence, and consumer preference.
Fatemeh's research has been 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 industry and client events, including SxSW, DataWeek, and PrivacyIdentityInnovation.
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, Epsilon, and Haggin Marketing (now SolutionSet) provided her with exposure to, and a deep understanding of, the challenges and opportunities facing multichannel organizations across a spectrum of channels, market verticals, and disciplines. She has also held several client-side positions, including at The Flax Companies and The Sharper Image, giving her a unique 360-degree view of the vendor/client relationship from the evaluation stage and beyond.
Fatemeh has served on the board of the Catalog & eCommerce Club of Northern California and as a judge for the Multichannel Merchant Awards and the ECHO Awards.
Fatemeh has a B.A. from George Washington University, where she studied journalism.