Samantha Merlivat

Analyst serving B2C Marketing PROFESSIONALS

Samantha is an analyst serving B2C marketers. Her research focuses on media advertising, more specifically online video marketing, the digitalization of TV advertising, and social media advertising. She also covers how programmatic media buying is developing in European markets. Samantha helps Forrester clients understand how digital media is transforming consumers' path to purchase and their relationship with brands.

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

  • For B2B Marketing Professionals

    Report: Making Programmatic Advertising Work For B2B Businesses

    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 a...

  • For B2C Marketing Professionals

    Report: Virtual Reality Isn't Ready For Marketing Yet

    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 you...

  • For B2C Marketing Professionals

    Report: Measure Marketing Engagement Right Or Not At All

    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 ...

  • For B2C Marketing Professionals

    Report: Use Social Technographics® To Better Serve European Audiences

    Forrester's Social Technographics help marketers frame their marketing strategy around the social preferences of their target group in terms of the sites they visit, the motivations they have in...

  • For B2C Marketing Professionals

    Report: Marketers Clear The Path To Omnichannel Buying

    Marketers have come a long way in a short period of time with programmatic buying. Their next ambition is omnichannel media buying, but before they can move on to these greener pastures, they mu...

  • For B2C Marketing Professionals

    Report: North American Online Display Advertising Forecast, 2014 To 2019

    US online display advertising will experience a strong and steady revenue growth between 2014 and 2019, while investment in offline channels will remain nearly stagnant throughout the same perio...

  • For B2C Marketing Professionals

    Report: Planning That Successfully Mixes Art And Science

    Marketing is no longer about delivering a single consistent message in a linear media world. To stay in tune with consumers throughout their life cycle and know how best to allocate marketing bu...

  • For B2C Marketing Professionals

    Report: Marketers Clear The Path To Omnichannel Buying

    Marketers have come a long way in a short period of time with programmatic buying. Their next ambition is omnichannel media buying, but before they can move on to these greener pastures, they mu...

  • For B2C Marketing Professionals

    Report: Getting The Green Light For Marketing Mix Optimization

    Consumers, empowered by technology, increasingly rely on digital sources of information to make better-informed purchase decisions. Marketing leaders need to gain insights into the touchpoints t...

  • For B2B Marketing Professionals

    Report: Making Programmatic Advertising Work For B2B Businesses

    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 a...

View all of Samantha Merlivat's Research

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