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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37 results in Reports

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

    Report:Reinvent Customer Relationships With WeChat Mobile

    Leverage The Power Of WeChat's Mobile Ecosystem In China

    WeChat is the largest mobile social app in Asia Pacific. Offering advanced features and services that go far beyond messaging to both consumers and marketers, it dominates Chinese consumers' mobile...

    • Downloads: 100
  • 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 marketing leaders who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketing leaders...

    • Downloads: 1779
  • For B2C Marketing Professionals

    Report:Q&A: How Niche Social Networks Can Enhance Your Community Strategy

    Niche social networks — online communities of like-minded individuals who connect with each other about specialized, unique, or regional topics — have been around since the early days of...

    • Downloads: 112
  • For B2C Marketing Professionals

    Report:Master The Next Wave Of Social

    Executive Overview: The Social Marketing Playbook

    For the marketing leader, social media offers both a huge opportunity and daunting challenge. You know you can reach and engage your customers on social channels, but the environment is foreign...

    • Downloads: 2360
  • For B2C Marketing Professionals

    Report:Brief: Use Social Marketing To Advance Customers On Their Financial Services Journey

    Social Is More Than Just A Discovery Tool

    B2C marketing professionals in the financial services industry in Asia Pacific (AP) are active on social networks like Facebook and Twitter. But many are novices in using social marketing to win,...

    • Downloads: 71
  • For B2C Marketing Professionals

    Report:Content Marketers Share Data With Other Brands To Close The Loop From Interest To Sales

    Second-Party Data Provides More Reach Than First-Party And More Granularity Than Third-Party Data

    As marketing leaders amass rich and detailed records of the interests and intents of their customers, the value they can derive from second-party data — by intelligently patching into other...

    • Downloads: 202
  • For B2C Marketing Professionals

    Report:It's Time To Separate "Social" From "Media"

    Why Marketers Must Hand Social Ad Budgets To Media Buyers

    Paid advertising now accounts for 83% of marketers' social spending — and most companies hand their social ad budgets to social marketers. But they'd be wiser to let their media buyers handle...

    • Downloads: 187
  • For B2C Marketing Professionals

    Report:Predictions 2015: Most Brands Will Underinvest In Mobile

    Brands Embracing The Mobile Mind Shift Will Pull Ahead Of Those Treating Mobile As Just Another Channel

    In 2015, marketing leaders who have embraced the mobile mind shift will accelerate spending to create an insurmountable gap between themselves — the industry leaders — and the laggards...

    • Downloads: 516
  • For B2C Marketing Professionals

    Report:The POST Process Drives Social Success

    Strategic Plan: The Social Marketing Playbook

    Ten years into the social marketing boom, many executives are still going about social strategy backward: picking technologies such as Facebook or Twitter first instead of focusing on what they want...

    • Downloads: 4544
  • For B2C Marketing Professionals

    Report:Brief: The Local Marketing Opportunity

    Showcase Your National Brand Where It Matters Most

    Now is the time to initiate a local digital marketing strategy; new technologies have lowered the barriers that previously made marketers shy away from the scale issues associated with local. This...

    • Downloads: 140
  • 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. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

    • Downloads: 1405
  • For B2C Marketing Professionals

    Report:Forrester Research Mobile Application Spending Forecast, 2014 To 2019 (EU-7)

    ForecastView Spreadsheet

    In 2019, users will download more than 33 billion apps in the EU-7 -- France, Germany, Italy, the Netherlands, Spain, Sweden, and the UK -- representing more than 13% of all downloads worldwide. As...

    • Downloads: 8
  • For B2C Marketing Professionals

    Report:Evaluate Your Search Marketing Programs

    Assessment: The Search Marketing Playbook

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 154
  • For B2C Marketing Professionals

    Report:WeChat Marketing That Works

    How To Engage With Chinese Consumers On WeChat

    As Chinese consumers spend more and more time on their smartphones and other mobile devices, the mobile messaging platform WeChat has become the most popular social platform in China. Marketing...

    • Downloads: 128
  • For B2C Marketing Professionals

    Report:Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

    Customer-Obsessed Marketers Will Harness The Power Of Contextual Data To Deliver Highly Differentiating Brand Experiences

    The year 2015 will see the gap between customer-obsessed brands and the rest grow even wider. As more interaction data from multiple channels and touchpoints floods customer databases and marketing...

    • Downloads: 558
  • For B2C Marketing Professionals

    Report:Keeping Score Of US Smartphone Usage During The 2015 Super Bowl Event

    A Technographics® 360 Report: Using Behavioral Tracking, Social Listening, And Online Community Data

    The 2015 Super Bowl had 114 million viewers, making it the most watched television event in US history. This unprecedented level of viewership presents B2C marketing professionals with many...

    • Downloads: 21
  • For B2C Marketing Professionals

    Report:Predictions 2015: Social Media Grows Up

    A Stable Social Landscape Will Foster Marketing, Customer Insights, And Sales Success

    Social media will experience evolution rather than revolution in 2015. Privacy issues will get people's attention but won't scare anyone away from social sites. In fact, people will grow more willing...

    • Downloads: 592
  • For B2C Marketing Professionals

    Report:The App Engagement Index

    Using Behavioral Tracking To Measure Engagement Levels For Media And Communication Apps

    In this report, we introduce Forrester's App Engagement Index, a framework that evaluates media, communications, and entertainment apps based on key behavioral metrics: popularity, audience...

    • Downloads: 238
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2014 To 2019 (US), Q3 2014 Update

    ForecastView Spreadsheet Q3 2014 Update

    Forrester expects social media spending in the US to reach $18.7 billion by 2019, up from $8.2 billion in 2014 -- growing at a five-year compound annual growth rate (CAGR) of 17.9%. We have revised...

    • Downloads: 12
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2014 To 2019 (Western Europe), Q4 2014 Update

    ForecastView Spreadsheet Q4 2014 Update

    Social media spending in Western Europe is expected to reach €6.60 billion by 2019, up from €3.09 billion in 2014 — a five-year compound annual growth rate (CAGR) of 16.4%. This...

    • Downloads: 7
  • For B2C Marketing Professionals

    Report:Brief: Stop Measuring Social Engagement

    Measure Facebook And Twitter Marketing Based On Business Outcomes Rather Than Audience Interactions

    Measuring social marketing is hard, and tracking engagement data doesn't make that task any easier. In fact, even Facebook itself now admits that engagement doesn't prove success. Marketing leaders...

    • Downloads: 368
  • For B2C Marketing Professionals

    Report:Get Customer-Obsessed With Your Content Marketing Processes

    Processes: The Content Marketing Playbook

    Traditional marketing processes implode on contact with content marketing for three reasons: First, the rapid and ongoing publishing cycle strains obsolete production and approval machinery; second,...

    • Downloads: 223
  • For B2C Marketing Professionals

    Report:Executive Q&A: How Personalized Video Works And What It Can Do For You

    Marketing leaders are shifting budgets toward new content and interaction methods to counter a reduced effectiveness in traditional digital advertising and marketing. Enter personalized video, which...

    • Downloads: 178
  • For B2C Marketing Professionals

    Report:Case Study: Singapore Post Makes A Good Start On Social Marketing

    Use The Marketing RaDaR As A Framework For Social Media Tactics

    This report provides marketing leaders with a case study examining Singapore Post's use of social marketing to understand and serve local and regional online customers. It unveils the company's...

    • Downloads: 76
  • 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 that digital marketing teams improve the way they plan and deliver around four key pillars: organization, planning and execution,...

    • Downloads: 674