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Juan   Salazar

Juan Salazar

Marketing Data Science Analyst

As an analyst on Forrester’s marketing data science team, Juan leads the insights and analysis coming from Forrester’s Mobile Audience Data. Juan works extensively with this large and complex behavioral data set, which contains activities tracked on consumers’ smartphones and tablets to lead statistical analysis, develop predictive models for consumer behavior, utilize statistical and advanced analytics techniques, and perform data mining. Using Forrester's Technographics® 360 multimethodology approach, Juan leads the development of new, proprietary methodologies and actionable data frameworks. His research agenda focuses on using advanced analytics to uncover insights in mobile trends, consumer behavior, and decision-making.

Previous Work Experience

Prior to joining Forrester, Juan was a data scientist at the Inter-American Development Bank. There, he deployed predictive models for the bank’s loans and operations; used text analytics to process millions of internal and external documents and better understand the synergies between internal and external communications; and developed network mapping algorithms to detect the most important influencers of the different development sectors of the bank.

Education

Juan earned a B.A. in economics and Latin American studies from the University of Virginia; an M.S. in integrated marketing communication from Northwestern University; and an M.S. in business analytics from the George Washington University School of Business.

Juan Salazar

Marketing Data Science Analyst

As an analyst on Forrester’s marketing data science team, Juan leads the insights and analysis coming from Forrester’s Mobile Audience Data. Juan works extensively with this large and complex behavioral data set, which contains activities tracked on consumers’ smartphones and tablets to lead statistical analysis, develop predictive models for consumer behavior, utilize statistical and advanced analytics techniques, and perform data mining. Using Forrester's Technographics® 360 multimethodology approach, Juan leads the development of new, proprietary methodologies and actionable data frameworks. His research agenda focuses on using advanced analytics to uncover insights in mobile trends, consumer behavior, and decision-making.

Previous Work Experience

Prior to joining Forrester, Juan was a data scientist at the Inter-American Development Bank. There, he deployed predictive models for the bank’s loans and operations; used text analytics to process millions of internal and external documents and better understand the synergies between internal and external communications; and developed network mapping algorithms to detect the most important influencers of the different development sectors of the bank.

Education

Juan earned a B.A. in economics and Latin American studies from the University of Virginia; an M.S. in integrated marketing communication from Northwestern University; and an M.S. in business analytics from the George Washington University School of Business.

Juan Salazar's Research

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: Understand Emotion To Drive Technology Engagement

    A Technographics® 360 Report Using Survey, Qualitative, And Social Listening Data

    August 9, 2017 Anjali Lai, Juan Salazar

    Empowered customers have kicked the innovation race into a new gear. But to design technology products and experiences that consumers will adopt, customer insights professionals must look beyond demographics, behaviors, and attitudes and measure the emotions that drive product interaction. Here, we introduce Forrester's Emotion Evaluator, which adds another layer of predictive insight to the market researcher's toolkit. We also show why emotional analysis is critical to anticipating technology uptake, using virtual reality as an example.

  • For CMO Professionals

    REPORT: Emotions Fuel Your Brand Energy

    Introducing Forrester's Brand Energy Framework

    June 27, 2017 Dipanjan Chatterjee, James L. McQuivey, Gina Fleming, Juan Salazar

    Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. Forrester has applied its unique understanding of technology, consumer hyperadoption, and the most recent developments in the science of emotion to create the brand energy framework, a powerful approach to measuring the power of brands in a world where customer experience and brand must work together to build future-ready companies.

  • For Customer Insights Professionals

    REPORT: US Consumers' Morning Mobile Moments

    The Predictive Power Of Early-Morning App Usage

    February 7, 2017 Juan Salazar

    Our morning routines allow us to set the tone for the rest of the day. Given our proximity to our smartphones and tablets, our behavior on these devices often defines our morning routines. While we usually stick to established behaviors, every so often we break from these patterns and open the door to unique morning mobile moments. This report helps customer insights professionals understand mobile mornings, gives them insights into when and why they occur, and provides actionable recommendations for preparing and engaging customers during these moments.

View all of Juan Salazar's Research