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Sarah   Dawson

Sarah Dawson

Researcher Serving B2C Marketing Professionals

Sarah is a researcher serving B2C marketing professionals. She supports the B2C marketing team’s research on social marketing, advertising, customer loyalty, and the future of media. She is also interested in direct-to-consumer (DTC) brands, privacy, social customer service, and emotion in both marketing and customer service.

Previous Work Experience

Prior to becoming a researcher, Sarah was a senior research associate on the application development and delivery team. In that role, Sarah contributed to research covering CRM, contact centers, chatbots, and enterprise collaboration technology and led a research stream focused on privacy in customer service. She also developed advisory deliverables, executed surveys, and conducted research interviews.

Education

Sarah holds a BA in political science with a concentration in human rights and a minor in theater performance from the State University of New York at Purchase.

Sarah Dawson

Researcher Serving B2C Marketing Professionals

Sarah is a researcher serving B2C marketing professionals. She supports the B2C marketing team’s research on social marketing, advertising, customer loyalty, and the future of media. She is also interested in direct-to-consumer (DTC) brands, privacy, social customer service, and emotion in both marketing and customer service.

Previous Work Experience

Prior to becoming a researcher, Sarah was a senior research associate on the application development and delivery team. In that role, Sarah contributed to research covering CRM, contact centers, chatbots, and enterprise collaboration technology and led a research stream focused on privacy in customer service. She also developed advisory deliverables, executed surveys, and conducted research interviews.

Education

Sarah holds a BA in political science with a concentration in human rights and a minor in theater performance from the State University of New York at Purchase.

Sarah Dawson's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Chart Your Course To Customer Loyalty Maturity

    Roadmap: The Customer Loyalty Playbook

    October 9, 2020 Emily Collins, Sarah Dawson

    B2C marketers trying to increase customer loyalty face many challenges, including myopic me-too strategies, disparate data, siloed customer insights, and inadequate measurement practices. If you want to elevate your loyalty approach, you need a roadmap that clearly articulates the steps to get there. This report lays out a roadmap based on your current loyalty maturity and helps you nail down the concrete steps you'll need to push your loyalty maturity to the next level. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: The State Of Podcast Advertising: Engaging, But Still Emerging

    Unique Challenges Hinder The Growing Podcast Ad Market

    September 16, 2020 Collin Colburn, Sarah Dawson

    Podcasts are not new, but the podcast advertising market is maturing at an astonishing rate. B2C marketers, advertisers, and publishers should read this report to understand the current landscape of podcast advertising, the unique challenges that advertisers face, and how to test and learn the new channel.

  • For B2C Marketing Professionals

    REPORT: Build A Podcast To Engage Your Customers

    How To Know If A Branded Podcast Is Right For You, And Where To Start

    September 16, 2020 Collin Colburn, Sarah Dawson

    Podcasts have existed as a form of media for nearly 20 years, but only now are they emerging as a marketing vehicle for companies to deliver content to consumers. Both B2C and B2B marketers and publishers should read this report to understand the value of podcasts, how to know if a podcast is right for their needs, and where to start to build one.

  • For CMO Professionals

    REPORT: Research Overview: Corporate Values

    A CMO's Guide To Bringing Corporate Values To Life

    September 4, 2020 Emily Collins, Sarah Dawson, Nick Monroe, Rick Parrish, Anjali Lai, Jim Nail

    Values-based consumers and employees are a dominant force in today's market. Companies that acknowledge those values and authentically embrace their own corporate values will grow faster and drive better business results. But there's no one-size-fits-all approach; to help CMOs forge their own path forward, this report ties together Forrester's current body of corporate values research. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Lessons In Customer Acquisition: DTC Disruptors' Drive-To-Purchase Strategies

    DTCs Make It Easy For Shoppers To Buy Into Relationships With Subscription Offers, Easy Ordering, And Bundles

    August 27, 2020 Ryan Skinner, Sarah Dawson

    Direct-to-consumer (DTC) disruptor brands are growth engines whose success depends on mastering the art of customer acquisition. In this report, we explore how more than 50 DTC startups are driving purchases and repurchases. B2C marketers should use this report to identify new tactics for converting prospects to higher-value repeat buyers.

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Webinar: Deconstructing The Forrester Wave™: Social Listening Platforms, Q4 2020

Date: November 17, 2020
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