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: The Future Of Privacy: Personal Identity And Data Management

    Consumer-Managed Data Is The Future Of The Data Economy

    October 17, 2018 Fatemeh Khatibloo, Stephanie Liu

    Consumers leave a digital footprint across channels and media, and they are aware that marketers use this data for financial gain. With growing concerns about security and privacy, individuals want to know when data about them is being collected, what is being stored and by whom, and how that data is being used. This has spurred the rise of the personal identity and data management (PIDM) industry in the data economy, which promises to give consumers control over their own data. This report helps B2C marketers prepare for PIDM-driven change. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We substantially revised this edition to factor in new market conditions, data, and regulations.

  • For B2C Marketing Professionals

    REPORT: Understand Your Customers To Build Trust: Forrester's 2018 Consumer Privacy Segmentation

    Performance Management: The Customer Trust And Privacy Playbook

    October 5, 2018 Fatemeh Khatibloo, Stephanie Liu, Gina Fleming

    As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. B2C marketers must understand their customers' expectations and concerns to ensure that they're correctly applying contextual privacy practices. This report uses Forrester Analytics Consumer Technographics® research to define five consumer segments as well as their attitudes and behaviors relating to marketers' collection and use of personal data. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new Consumer Technographics data.

  • 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.

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