Samantha   Merlivat

Samantha Merlivat

Analyst Serving B2C Marketing Professionals

Samantha is an analyst serving B2C marketers. Her research focuses on digital advertising ecosystems and platforms — in particular, demand-side and data management platforms. She covers mobile advertising and also helps clients understand the impact of new European privacy legislation (GDPR and ePrivacy) on their digital advertising activities. Samantha helps Forrester clients understand how digital media transforms consumers' path to purchase and their relationship with brands; she is also exploring how emerging technologies like virtual reality can support marketing initiatives.

Previous Work Experience

Samantha joined Forrester after spending two years working in business development and marketing for Siemens in Seoul, South Korea.

She is a French national with extensive international experience. She has lived in several European countries and has a keen understanding of how different national contexts influence consumers and businesses. Samantha speaks fluent French and English, as well as conversational German, and Korean.

Education

Samantha earned an M.Sc. with distinction in East Asian business from the University of Sheffield and an M.A., cum laude, in European studies from the University of Maastricht.

Samantha Merlivat

Analyst Serving B2C Marketing Professionals

Samantha is an analyst serving B2C marketers. Her research focuses on digital advertising ecosystems and platforms — in particular, demand-side and data management platforms. She covers mobile advertising and also helps clients understand the impact of new European privacy legislation (GDPR and ePrivacy) on their digital advertising activities. Samantha helps Forrester clients understand how digital media transforms consumers' path to purchase and their relationship with brands; she is also exploring how emerging technologies like virtual reality can support marketing initiatives.

Previous Work Experience

Samantha joined Forrester after spending two years working in business development and marketing for Siemens in Seoul, South Korea.

She is a French national with extensive international experience. She has lived in several European countries and has a keen understanding of how different national contexts influence consumers and businesses. Samantha speaks fluent French and English, as well as conversational German, and Korean.

Education

Samantha earned an M.Sc. with distinction in East Asian business from the University of Sheffield and an M.A., cum laude, in European studies from the University of Maastricht.

Samantha Merlivat's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Digital Advertising Under GDPR Hinges On Data Management

    Road Map: The Customer Trust And Privacy Playbook

    November 15, 2017Samantha Merlivat, Enza Iannopollo

    The General Data Protection Regulation (GDPR) and the anticipated update of the ePrivacy Directive will change how marketers and advertisers operate in the European Union (EU). The new regulations require that marketers take burdensome procedural and technical steps as pre-conditions for collecting, processing, and using consumer data for marketing and advertising. Read this report to understand how the GDPR will impact your marketing and digital advertising.

  • For B2C Marketing Professionals

    REPORT: Predictions 2018: Data Drives Media Disruption

    Who Has Data, And How The Way They Use It Will Determine Success

    November 8, 2017 Susan Bidel, Collin Colburn, Brigitte Majewski, Samantha Merlivat, Jim Nail, Fatemeh Khatibloo

    The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C marketers, advertising technology (adtech) vendors, agencies, and media companies a competitive advantage, while others will scramble to survive. Read this report to learn who wins and who loses across the media landscape in 2018.

  • For B2C Marketing Professionals

    REPORT: Predictions 2018: Europe's Privacy Laws Will Bite US Martech And Slow AI's March Into Marketing

    Business Case: The Customer Trust And Privacy Playbook

    November 7, 2017 Fatemeh Khatibloo, Samantha Merlivat, Alexander Spiliotes, Enza Iannopollo

    2018 will be a difficult year for B2C marketers as regulators flex their new muscles and consumers use their wallets to vote for the privacy they want. Marketing vendors will face massive fines, dodgy adtech vendors will fold, and personally identifiable information (PII)-based artificial intelligence (AI) innovation in Europe will screech to a halt. This report lays out Forrester's five predictions for how 2018's privacy conflicts between governments, companies, and consumers will impact marketers.

  • For B2C Marketing Professionals

    REPORT: The State Of Programmatic Digital Media Buying, 2017

    Benchmarks: The Digital Media Buying Playbook

    October 25, 2017Samantha Merlivat

    This report highlights the key findings from the following: Forrester's Q1 2015 Demand-Side Platform Wave™ Online Survey, Q3 2015 Global Data Management Platform Forrester Wave™ Online Survey, Q2 2017 Global Omnichannel Demand-Side Platform Forrester Wave™ Customer Reference Online Survey, and Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey, with a focus on key challenges and best practices for applications of programmatic digital media buying. Marketers should read this report to understand how your peers are embracing programmatic digital media buying and seeking value beyond media activation. This is an update of a document previously titled, "The State Of Programmatic Digital Media Buying 2015." Forrester reviews and updates playbooks periodically for continued relevance and accuracy; we substantially revised this edition to factor in new ideas and data.

  • For B2C Marketing Professionals

    REPORT: Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook

    October 17, 2017 Susan Bidel, Samantha Merlivat

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of omnichannel digital media buying best practices and help them move from plan to action. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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