Stephanie   Liu

Stephanie Liu

Researcher Serving B2C Marketing Professionals

Stephanie is a researcher serving B2C marketing professionals. Her research topics include customer trust and privacy, marketing database operations, and corporate values. She is interested in how customers’ growing privacy concerns are changing marketers’ behaviors and how the nature of marketing is changing amid global regulations, such as the General Data Protection Regulation. She is also tracking the convergence of marketing technology and advertising technology.

Previous Work Experience

Steph was previously a senior research associate on the B2C marketing team. She supported the team’s research on privacy, customer insights service providers, marketing measurement, TV and online video, corporate values, email marketing, and social marketing.

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

Education

Steph graduated magna cum laude with a B.A. in international affairs from Northeastern University.

Stephanie Liu

Researcher Serving B2C Marketing Professionals

Stephanie is a researcher serving B2C marketing professionals. Her research topics include customer trust and privacy, marketing database operations, and corporate values. She is interested in how customers’ growing privacy concerns are changing marketers’ behaviors and how the nature of marketing is changing amid global regulations, such as the General Data Protection Regulation. She is also tracking the convergence of marketing technology and advertising technology.

Previous Work Experience

Steph was previously a senior research associate on the B2C marketing team. She supported the team’s research on privacy, customer insights service providers, marketing measurement, TV and online video, corporate values, email marketing, and social marketing.

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

Education

Steph graduated magna cum laude with a B.A. in international affairs from Northeastern University.

Stephanie Liu's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Case Study: Advanced Measurement Transforms Marketing

    Learn How Measurement Leaders ANZ Bank And The Estée Lauder Companies Drive Higher Returns On Marketing Investment

    August 16, 2018 Tina Moffett, Stephanie Liu

    Understanding marketing effectiveness is getting harder. Consumers interact using online, offline, and mobile touchpoints — and archaic, last-touch measurement can't capture the effectiveness of the entire marketing mix. Sophisticated B2C marketers must embrace statistically driven measurement for better accuracy and planning. This case study examines how ANZ Bank and The Estée Lauder Companies use advanced marketing measurement to make smarter investments and improve overall marketing strategies.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Customer Database And Engagement Agencies, Q2 2018

    The Eight Agencies That Matter Most And How They Stack Up

    April 24, 2018 Fatemeh Khatibloo, Stephanie Liu

    In our 32-criteria evaluation of customer database and engagement agencies, we identified the eight most significant ones — Ansira, Epsilon, Harte Hanks, LiquidHub, Merkle, RRD Marketing Solutions (formerly Precision Dialogue), Targetbase, and Wunderman Data — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketers make the right choice.

  • For B2C Marketing Professionals

    REPORT: Right Your Privacy Ship Before It Capsizes

    Benchmarks: The Customer Trust And Privacy Playbook

    April 5, 2018 Fatemeh Khatibloo, Stephanie Liu

    B2C marketers have gotten overzealous in their quest for hyperpersonalization with their collection and use of consumers' data, and now it's costing them their customers' trust. After years of retargeting and spam, individuals are turning to ad blockers and enabling their browsers' do-not-track settings. Marketers should read this report to understand the opportunities and benefits of prioritizing customers' privacy and the risks of maintaining the status quo.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing

    April 5, 2018 Mary Pilecki, Stephanie Liu, Erna Alfred Liousas, Tina Moffett, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

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