Speaker Biography

James McDavid

Researcher

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders

05/13/2014

  • 02:15 PM - 03:00 PM

    Harnessing The Power Of Video Across The Customer Life Cycle

    Brands are increasingly integrating online video in their plans, but few have built a strategy that aligns video assets to the customer life cycle — supporting discovery, adding depth, and boosting engagement with smart use of video content. In his presentation, James will share the best practices that customer-obsessed brands are using to fully harness the power of video. In this session, we will explore:

    • How marketers use online video to support customers at each stage of the customer life cycle.
    • How to strike the right balance between reach, depth, and relationship with online video.
    • Which metrics to use to understand how effective your video assets are.

     

Research Focus

James is a researcher serving Marketing Leadership Professionals. His speciality lies in topics including digital video and gaming. James assists brands in understanding how they can best fulfil their marketing objectives in these channels. Current research topics include video advertising, branded digital video strategy, and how brands can incorporate social and mobile gaming into their marketing mix.

Previous Work Experience

James has been a member of Forrester's Marketing Leadership research team since 2010. He has been involved in all aspects of the team's research, from conducting interviews to managing surveys, writing reports, and delivering webinars.

Prior to joining Forrester, James completed an M.A. in cultural and creative entrepreneurship in which he wrote about the development of free and open source software models and the use of online networks in organizing and coordinating social groups.

Education

James holds an M.A. in cultural and creative entrepreneurship from the University of Leeds and a B.A. in American and Canadian studies from the University of Nottingham.