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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: The Forrester Wave™: Data Management Platforms, Q2 2017

    Marketers Have A Choice: Stay Tactical Or Think Long Term

    June 1, 2017 Susan Bidel, Samantha Merlivat

    In our 35-criteria evaluation of data management platforms (DMPs), we identified the 11 most significant ones — The ADEX, Adform, Adobe, KBM Group, Lotame, MediaMath, Neustar, Nielsen, Oracle, Salesforce, and Turn — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017

    People-Based Data, New Paths To Inventory, And Even More Transparency Drive Innovation Amidst Consolidation

    May 30, 2017Richard Joyce, Samantha Merlivat

    In our 36-criteria evaluation of omnichannel demand-side platform (DSP) providers, we identified the 11 most significant ones — Adform, Adobe, AOL, AppNexus, DataXu, Google, MediaMath, Rocket Fuel, The Trade Desk, Turn, and Viant — and researched, analyzed, and scored them. This report shows how each provider measures up and helps marketing professionals make the right choice.

  • For B2B Marketing Professionals

    REPORT: Making Programmatic Advertising Work For B2B Businesses

    Find What Technology, Data, And Media Partners You Will Need To Leverage Programmatic Advertising Successfully

    March 1, 2017Samantha Merlivat, Steven Casey

    The economics of online advertising have traditionally been ill suited for B2B marketers, who rely on targeted and lead-based communications more than mass reach. But programmatic media buying and access to new data sources give them new ways of reaching both new and known prospects. This report explores how B2B marketers use programmatic advertising to serve their marketing objectives and what data, partners, and inventory sources they will need to do so effectively.

  • For B2C Marketing Professionals

    REPORT: Virtual Reality Isn't Ready For Marketing Yet

    Determine If And How To Embrace VR

    February 8, 2017Samantha Merlivat, Thomas Husson

    Virtual reality (VR) generates a lot of hype and confusion. This report helps B2C marketers separate hype from reality and provides a framework to decide if and when to embrace VR to achieve your marketing objectives.

  • For B2C Marketing Professionals

    REPORT: Measure Marketing Engagement Right Or Not At All

    What You Think Is Valuable Engagement For Your Brand May Not Really Be That Valuable

    January 19, 2017 Tina Moffett, Samantha Merlivat

    B2C marketers are measuring engagement to gauge the success of online marketing campaigns, but engagement rate are meaningless — and in some cases harmful — if not measured correctly. Read this report to find the pitfalls to avoid and the steps to take to build a meaningful measurement framework for marketing engagement.

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