Gene Cao

Senior Analyst serving Customer Insights PROFESSIONALS

Gene specializes in helping Customer Insights Professionals collect, manage, analyze, and apply customer data to win, serve, and retain customers. Specifically, he focuses on customer analytics, digital intelligence, and enterprise listening platforms to support marketing initiatives. Previously, Gene was a senior analyst on the Sourcing & Vendor Management team, helping organizations make effective sourcing decisions in China. This included both ongoing support as well as custom research projects to help businesses solve sourcing challenges in China.

Previous Work Experience

Gene came to Forrester through its acquisition of Springboard Research, delivering consulting projects for major technology vendors. Prior to Springboard, he worked as a marketing specialist at JCDecaux China, conducting primary and secondary research, analysis, and project delivery.


Gene holds dual degrees in eCommerce and communications from Peking University.

Gene Cao's Research

  • For Customer Insights Professionals

    Report: Case Study: Succeed With Social Intelligence In China

    Non-Chinese companies with an ambition to be global leaders must listen to China's social networks, and Nestlé is no exception. In 2013, the global food giant built a social command center ...

    • Downloads: 61
  • For Customer Insights Professionals

    Report: Brief: Localize Your Contextual Marketing Approach To China

    Chinese companies understand the importance of winning the business of digital customers who not only have increased buying power but also use multiple devices that can access the Internet anywh...

    • Downloads: 43
  • For Customer Insights Professionals

    Report: Marketers Are Using Data To Fuel Effective Mobile Campaigns

    Chinese consumers, who comprise the world's largest mobile installed base, make dynamic use of mobile data in their daily lives. To thrive, organizations in China must excel at leveraging mobile...

    • Downloads: 140
  • For Customer Insights Professionals

    Report: Implement Effective Social Listening Capabilities In China

    Regardless of what region they work in, customer insights (CI) professionals must know their customers. But many CI practices in China — a huge and important market with unique characteris...

    • Downloads: 66
  • For Customer Insights Professionals

    Report: Brief: It's Time To Overhaul Your Customer Loyalty Program

    After years of focusing on customer acquisition, Chinese companies have gotten very good at using frequent buyer programs to recruit customers. But while these firms' customer bases are growing ...

    • Downloads: 142
View all of Gene Cao's Research

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