Roxana Strohmenger

Director, Data Insights Innovation serving Customer Insights PROFESSIONALS

In her role, Roxana leads the team responsible for all data innovation efforts at Forrester, where they test and seek to understand which data sources, research methodologies, and frameworks are appropriate to help clients gain an intricate, 360-degree view of the consumer. In addition, her team tracks emerging and innovative research methodologies, such as social market research, mobile research, and neuroscience as well as helping clients understand how to incorporate them into their research mix and combine them with traditional research methods.

Roxana has spoken at numerous Forrester events and market-research-focused conferences, such as the Insights Innovation Exchange, The Future of Consumer Intelligence, Market Research in a Mobile World, and The Market Research Event. Her research has been cited in media sources such as AdAge and the UK's Research.

Previous Work Experience

Since she started at Forrester in 2006, Roxana has specialized in advising research and clients on data collection methodologies and on using advanced analytic tools on our Consumer Technographics® data as well as on custom research projects. Prior to her current role, she was an analyst who focused on technology's impact on the market research industry and on Latin American consumer behavior and technology adoption. In addition, she was a senior survey manager and previously a data advisor with Consumer Technographics. In both roles, she used her expertise to deliver value to clients of all industries, from consumer electronics to advertising and media companies, through customized analysis and application of Consumer Technographics data.

Education

Roxana received her B.S. in psychology from The Florida State University and an M.A. in psychology from The College of William and Mary.

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57 results in Reports

  • Past 12 months
  • B2C Marketing
  • Customer Experience Management
  • For B2C Marketing Professionals

    Report:Brief: Airlines Must Embrace Mobile Moments To Differentiate

    Smart Airlines Are Building Competitive Advantage By Crafting High-Value Mobile Moments Throughout Their Customers' Journeys

    Mobile is changing travelers' behaviors and expectations worldwide, making mobile moments the next battleground for airlines. While Chinese travelers are rapidly embracing mobile moments, most...

    • Downloads: 76
  • For B2C Marketing Professionals

    Report:Case Study: Z Gallerie Crafts A Results-Oriented, Mobile-Specific Search Strategy

    This Retailer Successfully Drives Mobile Search Consumers Through A Multichannel Customer Life Cycle

    Brick-and-mortar retailer Z Gallerie realized it was time for a mobile search strategy when analytics revealed that its consumers were increasingly connecting with it through mobile channels. To...

    • Downloads: 87
  • For B2C Marketing Professionals

    Report:Media Buying's Evolution Challenges Marketers

    Continuous Improvement: The Digital Media Buying Playbook

    In 2014, Forrester teamed with the Association of National Advertisers (ANA) to survey more than 150 senior marketers to better understand how marketers in charge of important media budgets are...

    • Downloads: 625
  • For B2C Marketing Professionals

    Report:The Email Marketing Review

    Assessment: The Email Marketing Playbook

    This report for marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic review...

    • Downloads: 496
  • For B2C Marketing Professionals

    Report:Reset Expectations For Ads On New Social Sites

    As Social Advertising Promises Surge, Marketers Temper Expectations

    Social sites are the new darlings of the advertising world, promising reach, engaged audiences, and coveted native ad formats. But buyer beware: not all social ad inventory is the same. B2C marketers...

    • Downloads: 90
  • For B2C Marketing Professionals

    Report:Advance Through The Stages Of Mobile Maturity

    Road Map: The Mobile Marketing Playbook

    This report provides a road map for B2C marketers who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketers must keep up...

    • Downloads: 1873
  • For B2C Marketing Professionals

    Report:Take Three Steps Toward Social Success

    Adopt The Social Technographics® Model To Develop The Right Social Strategies And Tactics In China

    B2C marketers in China are increasingly investing in social marketing and expect great returns but face the challenge of determining the right social marketing strategies and tactics. Forrester's...

    • Downloads: 71
  • For B2C Marketing Professionals

    Report:Deliver Valuable Media And Customer Experiences With Valuable Content

    Vision: The Content Marketing Playbook

    Today's customers have never had richer options when it comes to accessing media and information, from anywhere, on a variety of devices, and from multiple sources. They avoid ads in ever-greater...

    • Downloads: 869
  • For B2C Marketing Professionals

    Report:The POST Process Drives Social Success

    Strategic Plan: The Social Marketing Playbook

    More than a decade into the social marketing boom, many executives are still going about social strategy backward: They're picking technologies such as Facebook or Twitter first instead of focusing...

    • Downloads: 4812
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2015 To 2020 (Western Europe)

    ForecastView Spreadsheet

    We expect social media ad spending in Western Europe to grow at a five-year compound annual growth rate (CAGR) of 20% between 2015 and 2020. This impressive CAGR is primarily driven by the growth in...

    • Downloads: 4
  • For B2C Marketing Professionals

    Report:Maximize Media ROI With A Customer-Centric Approach

    Road Map: The Digital Media Buying Playbook

    Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution,...

    • Downloads: 833
  • For B2C Marketing Professionals

    Report:Evaluate Your Approach To Successful Content Marketing

    Assessment: The Content Marketing Playbook

    To attract attention and build a following, marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities...

    • Downloads: 699
  • For B2C Marketing Professionals

    Report:The State Of Consumers And Technology: Benchmark 2015, Europe

    European Consumer Technographics®

    This report is our overview of European consumers' behaviors and technology attitudes based on Forrester's European Consumer Technographics surveys and ForecastView data. We analyzed technology usage...

    • Downloads: 11
  • For B2C Marketing Professionals

    Report:The French Shopper Journey: Use The Customer Life Cycle To Anticipate What Customers Will Do Next

    The Customer Life Cycle Helps B2C Marketers Prioritize Channels And Touchpoints At Each Phase Of Your Customers' Path To Purchase

    B2C marketers must plan beyond the marketing funnel to support consumers across their entire life cycle. This report takes a closer look at French consumers' path to purchase, highlighting their use...

    • Downloads: 103
  • For B2C Marketing Professionals

    Report:Toolkit: Mobile Engagement Automation Vendors

    This toolkit supplements the November 5, 2015, "Vendor Landscape: Mobile Engagement Automation Vendors" Forrester report.

    • Downloads: 1
  • For B2C Marketing Professionals

    Report:Don't Confuse Media-Led And Customer-Led Content Marketing

    Two Types Of Content Marketing Are Emerging: One That Supports Brand Advertising Goals And One That Supports Direct Response Ones

    As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing: a...

    • Downloads: 168
  • For B2C Marketing Professionals

    Report:Brief: How To Make Social Media Data Actionable

    Processes: The Social Intelligence Playbook

    Social media provides B2C marketing professionals with a wealth of customer data, an invaluable resource for competing in the age of the customer. Forrester created a framework that helps marketers...

    • Downloads: 2760
  • For B2C Marketing Professionals

    Report:German Consumers' Fragmented Path To Purchase

    Use Customer Life Cycle Marketing To Reach German Customers Throughout Their Path To Purchase

    Shoppers everywhere are following different paths to purchase now than they did ten years ago. With an abundance of information available at their fingertips, they search, assess, and compare...

    • Downloads: 105
  • For B2C Marketing Professionals

    Report:Content Marketing Must Support Customer Experience

    When Customers Want To Engage, Customer-Led Content Helps Them Be Effective, Eases Their Interactions, And Makes Them Happy

    Valuable customer experiences will be the primary factor differentiating brands that win from those that lose in the global economy for at least the next decade, and content marketing has a crucial...

    • Downloads: 87
  • For B2C Marketing Professionals

    Report:Brief: Mobile World Congress 2016 — A Marketer's Lens To See Beyond The Hype

    This year's Mobile World Congress (MWC) tagline was "Mobile Is Everything." The event brought in 100,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Most...

    • Downloads: 130
  • For B2C Marketing Professionals

    Report:Predictions 2016: Social Gets Reinforcements

    Social Marketers Will Partner With Colleagues In Customer Service And Media Buying

    Both consumers and marketers love to use social media — but brands still struggle to get value from the big social networks. In 2016, social marketers won't just refocus their efforts on...

    • Downloads: 213
  • For B2C Marketing Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want in...

    • Downloads: 1642
  • For B2C Marketing Professionals

    Report:Master Your Mobile Loyalty Moments

    Continuous Improvement: The Customer Loyalty Playbook

    Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

    • Downloads: 1005
  • For B2C Marketing Professionals

    Report:Forrester Data Social Media Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet

    Part of our global social media forecast, this forecast estimates both the number of social media users in the US and the social media spending by the type of device: mobile and PC. We also segment...

    • Downloads: 1
  • For B2C Marketing Professionals

    Report:Brief: Email Marketing FAQs, February 2016

    Processes: The Email Marketing Playbook

    This report highlights key processes that constitute best practices for B2C marketers whose responsibilities include email marketing. In an FAQ format, we address long-standing issues such as how to...

    • Downloads: 1786