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: Derive Earned Media's True Value

    July 2, 2019 Collin Colburn, Jessica Liu, Tina Moffett

    Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned media — all that it is and isn't — and offers an approach to evaluate it.

  • For CMO Professionals

    REPORT: Stop Improving Your Marketing Processes: Start Disrupting

    Advanced Level: Process Practices For The Marketing Innovation Playbook

    June 20, 2019Jessica Liu, Lori Wizdo

    Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point at which continually improving your existing customer engagement processes fails to deliver better outcomes. That's the time for process disruption. Advanced practitioners go beyond "doing things right" to "doing the right thing" — and that requires relentless examination of the business side of marketing. CMOs should read this report to challenge their thinking about process innovation. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Facebook, Inc.'s Scandals Will Not Doom The Company

    Regulation Will Only Strengthen It In The Short Term

    June 19, 2019Jessica Liu

    2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called "Facebook" for the purposes of this report). The coming years won't be easier, but the social media behemoth won't suddenly collapse either, as many predict. But while Facebook's short-term outlook might be fine, its long-term outlook is bleak. This report answers B2C marketers' questions about what's in store for the social media giant.

  • For B2C Marketing Professionals

    REPORT: The State Of Social Advertising

    Rapid Growth Belies Consumer, Advertiser, And Technology Conflicts

    June 19, 2019Jessica Liu, Brandon Verblow

    Social advertising is commanding an ever-increasing portion of B2C marketers' media buys. Despite this growth, stakeholders in the social advertising ecosystem — consumers, advertisers, and technology providers (social networks and third-party social advertising technology) — each face conflicting challenges that affect the ecosystem at large. B2C marketers investing in social advertising should read this report to understand the sustainability and potential of social advertising.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Social Suites, Q2 2019

    Forrester's Overview Of 17 Social Suites Providers

    June 17, 2019Jessica Liu

    You can use social suites to streamline many of your social marketing activities into a single cohesive platform. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use this report to understand the value they can expect from a social suite provider and to select one based on size and functionality.

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