Melissa   Parrish

Melissa Parrish

VP, Group Director Serving B2C Marketing Professionals

Melissa leads the research team that serves B2B marketers, B2C marketers, and business insights professionals. Her team's research agenda focuses on helping businesses become data-driven and customer-obsessed with the right technologies and strategies to inform, develop, execute, and measure marketing and insights programs. Melissa delivers strategic guidance to help business leaders use evolving technologies, platforms, and analytics to create and deepen the bonds between them and their ever-changing customers.

Previous Work Experience

Before joining Forrester, Melissa was the director of community strategy at Time Lifestyle Digital group, where she was responsible for community and social media initiatives across the network's 10 titles, which include Real Simple, Southern Living, and Cooking Light. Prior to joining Time in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world's largest network of local groups, and Bolt.com, a community of more than 10 million teenagers and young adults.

Education

Melissa earned a B.A. in drama and philosophy from Loyola University, New Orleans, an M.A. in liberal studies from The New School, and an M.F.A. in dramaturgy and script development from Columbia University.

Melissa Parrish

VP, Group Director Serving B2C Marketing Professionals

Melissa leads the research team that serves B2B marketers, B2C marketers, and business insights professionals. Her team's research agenda focuses on helping businesses become data-driven and customer-obsessed with the right technologies and strategies to inform, develop, execute, and measure marketing and insights programs. Melissa delivers strategic guidance to help business leaders use evolving technologies, platforms, and analytics to create and deepen the bonds between them and their ever-changing customers.

Previous Work Experience

Before joining Forrester, Melissa was the director of community strategy at Time Lifestyle Digital group, where she was responsible for community and social media initiatives across the network's 10 titles, which include Real Simple, Southern Living, and Cooking Light. Prior to joining Time in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world's largest network of local groups, and Bolt.com, a community of more than 10 million teenagers and young adults.

Education

Melissa earned a B.A. in drama and philosophy from Loyola University, New Orleans, an M.A. in liberal studies from The New School, and an M.F.A. in dramaturgy and script development from Columbia University.

Melissa Parrish's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: How To Measure Social Programs

    Performance Management: The Social Marketing Playbook

    December 12, 2018Melissa 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: Four Steps To Add Social Media To Your Marketing Strategy

    Strategic Plan: The Social Marketing Playbook

    November 12, 2018 Jessica Liu, Arleen Chien, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. This report provides B2C marketers with a process to successfully integrate social media into their marketing strategy by methodically assessing audience, objectives, and tactics. 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: Everyone Uses Social Media; Few Know If It Works

    Benchmarks: The Social Marketing Playbook

    October 11, 2018 Jessica Liu, Melissa Parrish

    Social media is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C marketers are using and measuring social media today and how satisfied they are with the networks on which they engage. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new data.

  • For B2C Marketing Professionals

    REPORT: You Don't Need A "Social Marketing" Strategy

    Vision: The Social Marketing Playbook

    August 10, 2018Melissa Parrish, Jessica Liu

    Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer life cycle and how they use social insights to improve the rest of their marketing campaigns. But social media can offer brands far more than just marketing value — so we also explore how social technology helps companies transform for customer obsession. 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: Social Marketing Is A Vital Part Of Your Post-Digital Transformation

    Executive Overview: The Social Marketing Playbook

    July 9, 2018Melissa Parrish, Jessica Liu

    Social marketing is at a crossroads. B2C marketers intuitively know that it's working but can't articulate how. That's because too many of them launched social programs without a strategy. This playbook will show marketers how to develop social programs that create measurable business results, how to use insights from those programs to address other marketing and business challenges, and how to choose the right social technology vendors to run their social practices efficiently and effectively. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

View all of Melissa Parrish's Research

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