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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36 results in Reports

  • Past 12 months
  • B2C Marketing
  • Customer Experience Management
  • 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: 78
  • 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: 4734
  • 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: 54
  • 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: 441
  • 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: 187
  • 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: 135
  • 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: 298
  • 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: 134
  • 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: 3
  • 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: 12
  • For B2C Marketing Professionals

    Report:Build Customer Relationships With Social Customer Care

    Customer Conversations Are The Gateway To Social Relationships

    How can B2C marketers provide value for customers within social media and cultivate a relationship with them? This report explains how social customer care can help customers in their time of need...

    • Downloads: 111
  • 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: 89
  • For B2C Marketing Professionals

    Report:Brief: Create Social Marketing Videos That Connect With Customers

    Video in social media can be valuable for marketers, despite its current sluggish engagement. This report showcases video examples and best practices to inspire and direct your own efforts.

    • Downloads: 140
  • 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: 87
  • 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: 157
  • 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: 173
  • 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: 40
  • 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: 2451
  • 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...

    • For B2C Marketing Professionals

      Report:The Best And Worst Of Email Marketing, 2015

      Benchmarks: The Email Marketing Playbook

      This report helps marketing leadership professionals benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial...

      • Downloads: 300
    • 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: 3
    • For B2C Marketing Professionals

      Report:Executive Q&A: How To Staff An Effective Social Marketing Team In Asia Pacific

      As marketing professionals in Asia Pacific scale, mature, and optimize their social marketing efforts, they struggle with organizational challenges, often in the form of rigid processes and resource...

      • Downloads: 72
    • 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: 26
    • 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: 131
    • 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: 8