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Stephanie   Liu

Stephanie Liu

Analyst Serving B2C Marketing Professionals

Steph is an analyst serving B2C marketing professionals. Her research focuses on marketing technologies, including marketing resource management and mobile engagement automation, as well as customer trust and privacy. She helps Forrester clients understand and navigate the rapidly changing landscapes of martech and privacy. Her research topics cover methods for marketers to drive efficiency and apply customer data in privacy-safe ways.

Previous Work Experience

Steph was previously a researcher on the B2C marketing team. She supported the team’s research on privacy, marketing technology, advertising, customer insights service providers, agencies, and corporate values.

Before joining Forrester, Steph was an account executive at public relations agency Archetype (formerly Text100). She supported B2B technology clients with their public relations and analyst relations and created contributed articles, press releases, blog posts, and other digital content.

Education

Steph holds a BA with honors in international affairs from Northeastern University.

Stephanie Liu

Analyst Serving B2C Marketing Professionals

Steph is an analyst serving B2C marketing professionals. Her research focuses on marketing technologies, including marketing resource management and mobile engagement automation, as well as customer trust and privacy. She helps Forrester clients understand and navigate the rapidly changing landscapes of martech and privacy. Her research topics cover methods for marketers to drive efficiency and apply customer data in privacy-safe ways.

Previous Work Experience

Steph was previously a researcher on the B2C marketing team. She supported the team’s research on privacy, marketing technology, advertising, customer insights service providers, agencies, and corporate values.

Before joining Forrester, Steph was an account executive at public relations agency Archetype (formerly Text100). She supported B2B technology clients with their public relations and analyst relations and created contributed articles, press releases, blog posts, and other digital content.

Education

Steph holds a BA with honors in international affairs from Northeastern University.

Stephanie Liu's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Now Tech: Mobile Engagement Automation, Q2 2020

    Forrester's Overview Of 25 Mobile Engagement Automation Providers

    May 21, 2020Stephanie Liu, Joe Stanhope

    You can use mobile engagement automation (MEA) to identify the right moments to engage with customers, send contextually relevant messages, and engage with customers across the entire customer journey. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use this report to understand the value they can expect from an MEA provider and to select one based on size and message formats supported.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Marketing Resource Management, Q1 2020

    The 12 Providers That Matter Most And How They Stack Up

    March 5, 2020Stephanie Liu, Rusty Warner

    In our 32-criterion evaluation of marketing resource management (MRM) providers, we identified the 12 most significant ones — Allocadia; Aprimo; BrandMaker; Contentserv; HCL Technologies; inMotionNow; NewsCred; Percolate, a Seismic Company; SAP; SAS; Wedia; and Workfront — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketers select the right one for their needs.

  • For B2C Marketing Professionals

    REPORT: Synergize Marketing Measurement Tools To Optimize Brand Strategy

    March 2, 2020 Rusty Warner, Tina Moffett, Stephanie Liu

    The confusing landscape of measurement tools makes it difficult for marketers to measure what's working, plan their marketing strategy, and execute that strategy across relevant customer touchpoints. B2C marketers that have a better understanding of how measurement tools coexist within the model for modern marketing will uncover opportunities on all three fronts: customer, brand, and experience. They stand to reduce marketing spend waste, increase customer satisfaction scores, and establish long-term relationships with high-value loyal customers.

  • For B2C Marketing Professionals

    REPORT: Privacy In 2019: The Year In Review

    What B2C Marketers Need To Know About The Privacy Climate

    January 22, 2020 Fatemeh Khatibloo, Stephanie Liu

    2019 was a significant year in the privacy field. The General Data Protection Regulation (GDPR) hit its first anniversary, California passed seven amendments to the California Consumer Privacy Act (CCPA), and the International Association of Privacy Professionals (IAPP) hosted the largest privacy conference in history. This annual report identifies key trends in privacy and examines what they mean for B2C marketers and their organizations.

  • For B2C Marketing Professionals

    REPORT: The Capabilities CDPs Need To Deliver Value For B2C Marketers

    January 16, 2020 Joe Stanhope, Stephanie Liu

    The customer data platform (CDP) market continues to evolve, with one notable shift in the last year: Established marketing technology (martech) vendors, such as Adobe, Oracle, and Salesforce, have entered the fray. This report outlines the state of the CDP market today and the critical capabilities that CDPs must develop to meet the current and future needs of enterprise B2C marketers.

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