Jessica   Liu

Jessica Liu

Senior Analyst Serving B2C Marketing Professionals

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessica Liu

Senior Analyst Serving B2C Marketing Professionals

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessica Liu's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Forrester Analytics: Social Media Advertising Forecast, 2018 To 2023 (US)

    ForecastView Document

    May 9, 2019 Brandon Verblow, Jessica Liu

    Social media has provided marketers with some of the most effective tools ever developed for targeting potential customers, and in the process it has garnered a massive share of firms' advertising budgets. However, the medium now faces tough questions about the societal costs it extracts. This report evaluates how marketers' ad spending on social media will evolve in light of this increased scrutiny. It also for the first time quantifies and explores the impact of video ads within social media.

  • For B2C Marketing Professionals

    REPORT: Justify Your Social Media Programs By Methodically Measuring Them

    Performance Management: The Social Marketing Playbook

    March 28, 2019Jessica Liu

    B2C marketers struggle to quantify the value of their social marketing programs. This report demonstrates how to measure three types of social marketing performance: business impact, marketing impact, and content impact.

  • For B2C Marketing Professionals

    REPORT: Demystify Artificial Intelligence In Social Listening Platforms

    February 7, 2019Jessica Liu, Arleen Chien

    Artificial intelligence (AI) was the trending topic in the 2018 marketing technology landscape. Social listening platforms (SLPs) have joined the fray; vendors go to market touting their AI capabilities or have AI plans in their product road maps. This report, for B2C marketers and their colleagues, unpacks how AI manifests in social listening platforms, including debunking myths around total automation and which use cases benefit from it.

  • For B2C Marketing Professionals

    REPORT: Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook

    January 11, 2019Jessica Liu, Melissa Parrish

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up to technology capabilities, adds to the struggle. This report helps marketers prepare for social marketing success with an explanation of today's social technology landscape and advice on how to navigate the many point solutions that are rapidly converging into suite solutions.

  • For B2C Marketing Professionals

    REPORT: How To Measure Social Programs

    December 12, 2018 Melissa Parrish, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This report shows marketers the three levels of measurement they need to focus on and introduces new methods, data, and vendors that can help. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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