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 has served as a judge for the Multichannel Merchant Awards and the ECHO Awards.


Fatemeh studied journalism at The George Washington University.

Fatemeh Khatibloo's Research

  • For B2C Marketing Professionals

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

    "Privacy is dead": It's a trope so often repeated that you might actually think it's true. But in the age of smartphones and sensors, privacy is not only possible but essential for building trus...

  • For Customer Insights Professionals

    Report: Customer Intelligence Trends To Watch In 2011

    As Customer Intelligence (CI) matures, CI professionals must adapt how they capture, integrate and manage, analyze, and apply knowledge about their customers. As we look ahead to 2011, we expect...

  • For Customer Insights Professionals

    Report: The Forrester Wave™: Customer Engagement Agencies, Q4 2012

    In Forrester's 19-criteria evaluation of emerging customer engagement agencies (CEAs), we found that only OgilvyOne Worldwide has made a significant-enough shift in this segment of its business ...

  • For Customer Insights Professionals

    Report: Personal Identity And Data Management

    Consumers are leaving a growing digital footprint across channels and media, and they are mindful of the fact that marketers use this data for financial gain. Combined with growing concerns abou...

  • For CIOs

    Report: Reset On Big Data

    Big data rhetoric is at an all-time high. The media is all over the map with its points of view and technology vendors tout products with claims that seem incredible. In the midst of this din, C...

View all of Fatemeh Khatibloo's Research

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