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: Facebook (Still) Dominates Teens' Social Usage

    Kids May Not Think It's Cool, But They're Using It As Much As Ever Before

    Marketers seem to think teens are fleeing Facebook. The reality is that this couldn't be further from the truth. Sure, young people don't think Facebook is very cool — but that doesn't mean...

    • Downloads: 109
  • For B2C Marketing Professionals

    Report:Brief: Smart Banks Tap Into Customers' Mobile Moments

    Smart Banks Are Building Competitive Advantage By Serving Mobile Bank Customers Throughout The Customer Journey

    Mobile banking is gaining momentum worldwide, and mobile moments are the next battleground for banks. While Chinese consumers are rapidly embracing mobile moments, most banks have yet to follow them;...

    • Downloads: 176
  • 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: 96
  • For B2C Marketing Professionals

    Report:Q&A: The Marketer's Guide To Launching Social Proactive Care

    Eight Critical Questions To Consider Before Starting

    Do you know how to get the most out of your customers' social conversations? This report answers common questions about how B2C marketers can get started with proactive social customer care. We...

    • Downloads: 89
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2016 To 2021 (Global)

    ForecastView Spreadsheet

    Ad spending on social media continues to grow at an impressive rate and is taking an increasing share of marketers’ interactive marketing budgets. While engaging formats on mobile and better...

    • Downloads: 1
  • For B2C Marketing Professionals

    Report:The Total Cost Of Social Listening

    Business Case: The Social Intelligence Playbook

    Social listening has proven its value in the marketing world, and monitoring social data is the status quo. But as social listening platforms advance and converge and compete with social relationship...

    • Downloads: 1580
  • For B2C Marketing Professionals

    Report:Making Content Work For Retail

    Marketers Must Adapt Their Content Marketing Strategies To Three Retailer Archetypes To Drive Results

    To shoppers, visits to a retailer feel like two experiences separated by a common brand. TV ads, in-store promotions and brands' websites speak to shoppers' aspirations. Retail messages — in-store...

    • Downloads: 226
  • 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: 846
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2015 To 2020 (Asia Pacific)

    ForecastView Spreadsheet

    Total social media advertising spending within the five Asia Pacific (APAC) countries covered in this forecast — Australia, China, India, Japan, and South Korea — is expected to reach...

    • Downloads: 4
  • 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: 107
  • For B2C Marketing Professionals

    Report:Defining Social Intelligence

    Vision: The Social Intelligence Playbook

    Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. Marketers struggle to fully utilize these insights from the masses of data...

    • Downloads: 3467
  • 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: 89
  • For B2C Marketing Professionals

    Report:Design A Social Intelligence Function

    Organization: The Social Intelligence Playbook

    Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and most importantly, people to do the...

    • Downloads: 1113
  • For B2C Marketing Professionals

    Report:TechRadar™: Mobile Marketing, Q1 2016

    Tools And Technology: The Mobile Marketing Playbook

    Mobile has moved beyond its designation as a channel to a full-blown catalyst for digital business transformation. Mobile moments are the new battleground to win, serve, and retain customers. With 30...

    • Downloads: 199
  • For B2C Marketing Professionals

    Report:Benchmarking Social Marketing Efforts In Asia Pacific In 2015

    Marketers Must Accelerate Adoption Of Mobile Messaging Apps

    B2C marketers in Australia, India, Indonesia, and Singapore are fast adopting social platforms to engage with customers. Forrester's first Asia Pacific Social Marketing Benchmark examines key...

    • Downloads: 81
  • 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 Internet Of Things Redefines Brand Engagement

    Connected Objects Will Deliver The Brand Experience Of The Future

    Despite the hype around the dozens of billions of connected objects to appear in the next five to 10 years, the internet of things (IoT) seems to open up more business opportunities in the industrial...

    • Downloads: 300
  • 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: 181
  • For B2C Marketing Professionals

    Report:Vendor Landscape: Mobile Engagement Automation Solutions

    Mobile Moments Demand Speed, Speed Demands Automation

    With over 30 billion mobile moments happening each day in the US alone, marketers need automation to deliver against high customer expectations in real time. Vying to help is a new class of vendors:...

    • Downloads: 235
  • For B2C Marketing Professionals

    Report:Social Technographics® Defines Your Social Strategies And Tactics

    Landscape: The Social Marketing Playbook

    The question is no longer whether your customers use social media but rather how best you can use social media to interact with those customers. Forrester's Social Technographics model can help. Your...

    • Downloads: 221
  • For B2C Marketing Professionals

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

    North American Consumer Technographics®

    This report is an overview of Canadian consumers' behaviors and technology attitudes by age group, based on Forrester's North American Consumer Technographics surveys and our ForecastView data....

    • Downloads: 29
  • For B2C Marketing Professionals

    Report:Combine Systems Of Insight And Engagement For Contextual Marketing

    Tools And Technology: The Enterprise Marketing Technology Playbook

    The marketing technology landscape has changed dramatically since Forrester first charted it in 2007. What's new in 2016? Marketers' sophistication, ever-changing customer expectations, and continued...

    • Downloads: 2049
  • 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: 135
  • 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: 1670
  • 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: 2