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: 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

    Performance Management: The Social Marketing Playbook

    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 performance management report of the social marketing playbook 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.

  • For B2C Marketing Professionals

    REPORT: Chart Your Path To Social Media Maturity

    Road Map: The Social Marketing Playbook

    December 10, 2018Jessica Liu

    To maximize the effectiveness of social media, B2C marketers should build a road map that gradually expands their social programs' footprint beyond outbound marketing. Read this report to identify key milestones as marketers advance their approach to social media. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We substantially revised this edition to factor in new ideas.

  • For B2C Marketing Professionals

    REPORT: Social Gets Bigger, Stronger, Faster

    Continuous Improvement: The Social Marketing Playbook

    November 19, 2018Jessica Liu

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expanding beyond marketing departments. It's time for marketers to embark on the next phase: Make social bigger, stronger, and faster in companies. The continuous improvement report of the social marketing playbook explains how to "socialize" social media to teams outside of marketing and integrate social capabilities into the entire company. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Three Staffing Models Help You Build A Socially Fluent Company

    Organization: The Social Marketing Playbook

    November 15, 2018Jessica Liu

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the overall marketing department. Today, marketers must take the next leap in social media's evolution: integrating social media capabilities and resources into the broader company. This report describes three organizational models to help you propel social media to your company's forefront and offers a guide to determine which model is best for you. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Webinar: How To Measure Social Marketing Programs

Date: February 27, 2019
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