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 CMO Professionals

    REPORT: Top Research For Marketers: The Impact Of Privacy

    January 7, 2019 Mary Pilecki, Stephanie Liu

    Privacy regulations such as the General Data Protection Regulation (GDPR) are changing companies' approaches to privacy and technology vendors' approaches to marketing and analytics. This report highlights research that Forrester has recently published for marketing and customer insights professionals to help CMOs stay abreast of three changing landscapes: privacy, analytics, and technology.

  • For B2C Marketing Professionals

    REPORT: The Anatomy Of A Preference Center

    Enterprise Preference Management Gives Consumers Control For Better Customer Engagement

    December 20, 2018 Fatemeh Khatibloo, Stephanie Liu

    B2C marketers focus on personalization as a means of delivering better experiences. Enterprise preference management (EPM) can play a key role in this strategy: In a value exchange, customers share more data about themselves, their interests, and marketing preferences that marketers can then use to send relevant messages. This report provides best practices for building a customer-friendly preference center and EPM strategy that engages and retains customers.

  • For B2C Marketing Professionals

    REPORT: Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    November 8, 2018 Jessica Liu, Emily Collins, Fatemeh Khatibloo, Stephanie Liu, Tina Moffett, Jim Nail, Joe Stanhope, Rusty Warner

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C marketers have painfully learned that they need to handle existing customers with greater care. In 2019, we predict, this realization will yield creative new and enhanced marketer efforts to engage with existing customers.

  • For B2C Marketing Professionals

    REPORT: Predictions 2019: Privacy And Data Ethics

    Entitled Consumers Will Force Firms To Course Correct Poor Practices

    November 5, 2018 Fatemeh Khatibloo, Stephanie Balaouras, Enza Iannopollo, Stephanie Liu, Jeff Pollard, Heidi Shey

    The marketing-privacy ecosystem is about to change — again. If 2018 was the year of regulatory action, then 2019 will be the year of consumer action. This will open new opportunities for brands that choose to make privacy a competitive differentiator, and create significant business risk for those that choose to ignore it. This report lays out Forrester's five predictions for how the evolution of privacy and data ethics will impact marketers in 2019.

  • For B2C Marketing Professionals

    REPORT: For B2C Marketers, Customer Data Platforms Overpromise And Underdeliver

    Simplicity Isn't Enough To Solve Complex Marketing Challenges

    October 26, 2018 Joe Stanhope, Stephanie Liu

    Enterprise B2C marketers face the convoluted task of wrangling myriad customer data to deliver customer-centric, contextually relevant engagement. Amid this challenge, customer data platforms (CDPs) offer an alluring sales pitch of centralizing disparate data and simplifying complex orchestration processes. But for many enterprise B2C marketers, CDPs are a Band-Aid solution on a much larger challenge. This report provides a close look at CDPs' capabilities and shortcomings and guides B2C marketers through the CDP marketplace.

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