Susan   Bidel

Susan Bidel

Senior Analyst Serving B2C Marketing Professionals

Susan is a senior analyst serving B2C Marketing Professionals with the aim of helping them excel at customer-obsessed marketing. Her research focuses on the health of digital ecosystems; on fraud, viewability, and brand safety; on the power of data to drive positive outcomes; and on how marketers and publishers can work together for their mutual benefit.

Previous Work Experience

Susan comes to Forrester with more than 20 years of experience in the publishing industry at brands such as People, Fortune, Money, and Time Digital, among others, where she focused on advertising marketing. Her first foray into digital publishing was as the sales development director for FortuneCity.com, a community site. That was followed by 18 months at a mobile instant-messaging startup, Messagevine. Immediately prior to joining Forrester, Susan was the senior director of sales development for PubMatic, a sell-side platform servicing the needs of publishers in the programmatic space.

Education

Susan studied art history at New York University and has a B.A. and an M.A. in literature from City College, CUNY.

Susan Bidel

Senior Analyst Serving B2C Marketing Professionals

Susan is a senior analyst serving B2C Marketing Professionals with the aim of helping them excel at customer-obsessed marketing. Her research focuses on the health of digital ecosystems; on fraud, viewability, and brand safety; on the power of data to drive positive outcomes; and on how marketers and publishers can work together for their mutual benefit.

Previous Work Experience

Susan comes to Forrester with more than 20 years of experience in the publishing industry at brands such as People, Fortune, Money, and Time Digital, among others, where she focused on advertising marketing. Her first foray into digital publishing was as the sales development director for FortuneCity.com, a community site. That was followed by 18 months at a mobile instant-messaging startup, Messagevine. Immediately prior to joining Forrester, Susan was the senior director of sales development for PubMatic, a sell-side platform servicing the needs of publishers in the programmatic space.

Education

Susan studied art history at New York University and has a B.A. and an M.A. in literature from City College, CUNY.

Susan Bidel's Research

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  • For B2C Marketing Professionals

    REPORT: Predictions 2019: Media

    Five Events Will Reshape The Media Industry

    November 7, 2018 Collin Colburn, Susan Bidel, Joanna O'Connell, Jessica Liu, Jim Nail, Joe Stanhope

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and unexpected events will push the advertising and media industry into new territories. This report lays out Forrester's five major predictions for the media industry in 2019, giving B2C marketers time to prepare.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Creative Advertising Technologies, Q4 2018

    The 10 Providers That Matter Most And How They Stack Up

    November 5, 2018 Joanna O'Connell, Susan Bidel

    In our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking, Google, Jivox Corporation, RevJet, Sizmek, and Thunder — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For Security & Risk Professionals

    REPORT: Stop Bad Bots From Killing Customer Experience

    Strengthen Engagement And Budget By Securing Web Traffic

    September 6, 2018 Amy DeMartine, Joseph Blankenship, Susan Bidel

    Automated internet traffic is on the rise, largely due to software programs called bots. Although some bots facilitate data sharing and customer engagement, many are tools that malicious attackers use to break into your apps, steal millions of dollars, and expose intellectual property. If that wasn't enough, bad-bot traffic is degrading app performance and corrupting data used to make critical customer engagement decisions. Read this report to understand common attack patterns and the best methods to make sure bad bots don't ruin your business.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Identity Resolution, Q3 2018

    Forrester's Overview Of 24 Identity Resolution Providers

    August 21, 2018 Joe Stanhope, Susan Bidel

    B2C marketers leverage identity resolution to improve customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. But to access these benefits, they must select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2C marketing pros should use Forrester's Now Tech report to understand the value they can expect from an identity resolution provider and select vendors based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: Case Study: How To Transform Advertising Practices To Better Connect With Consumers

    Road Map: The Omnichannel Advertising Playbook

    July 26, 2018Susan Bidel, Arleen Chien

    A truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience across channels and devices. B2C marketers should read this case study to learn how one forward-thinking omnichannel advertiser uses data, a culture of innovation, and regular cadence of partner communication to deliver compelling consumer connections at every available touchpoint.

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Webinar: Creative Advertising Technology: The Most Important Adtech You've Never Heard Of

Date: January 15, 2019
Time: 11:00 AM-12:00 PM Eastern Standard Time
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