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

    November 15, 2019 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.

  • For B2C Marketing Professionals

    REPORT: Predictions 2020: B2C Marketing

    Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

    October 29, 2019 Tina Moffett, Sarah Dawson, Jim Nail, Ryan Skinner, Emily Collins, Stephanie Liu, Jessica Liu, Rusty Warner, Joe Stanhope

    Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to engage with existing customers while navigating through murky economic periods by shifting marketing budgets and managing marketing costs.

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