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Laura   Naparstek

Laura Naparstek

Researcher Serving eBusiness & Channel Strategy Professionals

Laura Naparstek is a researcher serving eBusiness & Channel Strategy Professionals and Application Development & Delivery Professionals. Laura's research focuses on tactics for consumer mobile engagement and the state of companies' mobile strategies for targeting customers via mobile sales and service channels.

Previous Work Experience

As a senior research associate on Forrester's eBusiness & channel strategy team, Laura contributed to research covering the future of mobile experiences, consumer mobile app behavior, mobile engagement automation vendors, the use of location and context in mobile, and mobile messaging. She also contributed to Forrester's retail research by summarizing data in the semi-annual State Of Retailing Online reports, performing mobile functionality benchmarks for retailers, tracking retailers' digital efforts during the holiday season, and contributing to research about the future of shopping. Finally, Laura assisted with advisory and Webinar deliverables, fielded executive surveys and conducted research interviews with both vendors and end-user companies.

Prior to Forrester, Laura was a project assistant for the eCommerce team of the clothing brand Supreme in NYC.

Education

Laura holds a B.A. in English from Skidmore College.

Laura Naparstek

Researcher Serving eBusiness & Channel Strategy Professionals

Laura Naparstek is a researcher serving eBusiness & Channel Strategy Professionals and Application Development & Delivery Professionals. Laura's research focuses on tactics for consumer mobile engagement and the state of companies' mobile strategies for targeting customers via mobile sales and service channels.

Previous Work Experience

As a senior research associate on Forrester's eBusiness & channel strategy team, Laura contributed to research covering the future of mobile experiences, consumer mobile app behavior, mobile engagement automation vendors, the use of location and context in mobile, and mobile messaging. She also contributed to Forrester's retail research by summarizing data in the semi-annual State Of Retailing Online reports, performing mobile functionality benchmarks for retailers, tracking retailers' digital efforts during the holiday season, and contributing to research about the future of shopping. Finally, Laura assisted with advisory and Webinar deliverables, fielded executive surveys and conducted research interviews with both vendors and end-user companies.

Prior to Forrester, Laura was a project assistant for the eCommerce team of the clothing brand Supreme in NYC.

Education

Laura holds a B.A. in English from Skidmore College.

Laura Naparstek's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Wave™: Mobile Engagement Automation, Q3 2017

    Automate Hyperpersonalized Engagement In Consumers' Moments

    September 19, 2017 Julie A. Ask, Joe Stanhope, Laura Naparstek

    In our 30-criteria evaluation of mobile engagement automation (MEA) solution providers, we identified the 11 most significant ones — Adobe, Braze, IBM, Iterable, Leanplum, Localytics, Oracle, SessionM, Swrve, Taplytics, and Urban Airship — and researched, analyzed, and scored them. This Forrester Wave™ report shows how each provider measures up and helps digital business and marketing professionals make the right choice.

  • For eBusiness & Channel Strategy Professionals

    REPORT: How To Choose A Mobile Messaging Vendor

    April 10, 2017 Julie A. Ask, Michael Facemire, Laura Naparstek

    Messaging is the tip of the spear, or the first step, for most companies in developing true one-to-one user engagement. It's a critical capability for modern businesses — but choosing the right vendor is challenging because the landscape is so crowded with providers converging on what Forrester refers to as "mobile engagement automation" (MEA). This report walks digital business professionals through the key decision-making steps to select the vendor partner that is right for their customers and business.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The State Of Digital: A Mobile Commerce Perspective

    Forrester's H2 2016 Global Mobile Executive Online Survey

    March 21, 2017 Julie A. Ask, Danielle Jessee, Laura Naparstek

    Mobile has evolved beyond just a project, channel, or initiative for commerce players. It’s the catalyst that drives companies to become complete digital businesses and the primary touchpoint to give companies the context and insights they need to serve their customers. No question is asked more often than “What are others doing?” This report offers a view of the top-line results of Forrester’s H2 2016 Global Mobile Executive Online Survey to help answer that question, discussing what technologies they use, how much they spend, how they organize, and more.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Vendor Landscape: Mobile Messaging Platforms

    March 16, 2017 Julie A. Ask, Michael Facemire, Laura Naparstek

    The features and functions of mobile apps are overkill for most mobile moments. By contrast, messaging rightsizes customer engagement through a combination of notifications and conversations in the form of text, sounds, images, videos, links, forms, and more. Engaging customers through messaging demands a technology stack that is connected to, yet distinct from, systems that support mobile apps or mobile sites. This report defines the eight types of mobile messaging vendors available to digital business professionals and how their capabilities differ.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Biggest Prize In Mobile Commerce Is Influencing Offline Sales

    Mobile-Phone-Only Highlights From The Forrester Data: Mobile Phone And Tablet Commerce Forecast, 2016 To 2021 (US)

    February 13, 2017Laura Naparstek, Julie A. Ask, Susan Wu

    Why do sales transacted directly on mobile phones represent only a small slice of the total retail pie? Because consumers depend on mobile phones to research products more than they do to make purchases. Frustrated by low conversion rates on mobile apps, digital business executives should take steps to influence sales through smartphones. This report is a summary of the mobile sales and mobile-influenced sales opportunities through 2021, and it outlines the ways in which retailers will win in their customers' mobile commerce moments.

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