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 Infrastructure & Operations Professionals

    REPORT: Quick Take: Innovate Around The Death Of Net Neutrality

    With Internet Providers Free To Build Slow And Fast Lanes, Design Around Cost And Bandwidth Uncertainty

    December 14, 2017 Sophia I. Vargas, Susan Bidel, Andre Kindness, Melissa Parrish, Michele Pelino, Ted Schadler

    The US Federal Communications Commission (FCC) has repealed the 2015 regulations requiring equal treatment for all internet traffic, commonly known as net neutrality. If they choose, carriers can now charge more for higher bandwidth or lower latency. Forrester's advice to infrastructure and operations (I&O) leaders and their companies: Accept the rule change as a reality of doing business, and focus on mitigating the impact on customers and operations.

  • For B2C Marketing Professionals

    REPORT: Forrester Data: Ad Technology (Data Management Platforms) Forecast, 2017 To 2022 (US)

    ForecastView Document

    December 14, 2017 Jennifer Adams, Susan Bidel

    Data management platforms (DMPs) facilitate smarter media buying by unifying data from multiple sources to allow more accurate and detailed audience segmentation. We expect the US DMP market to grow at a 21.6% compound annual growth rate (CAGR) over the 2017-to-2022 period. This forecast focuses on DMPs that support the programmatic advertising ecosystem; vendors include Adobe, IgnitionOne, Lotame, Neustar, Oracle, Salesforce, and Wunderman (KBM Group). The forecast breaks out US DMP growth by deployment model, enterprise/midmarket, and 10 industry segments.

  • For B2C Marketing Professionals

    REPORT: Marketers Tap Publisher Data To Drive Success

    Insights Inform And Inspire Marketer Messaging And Media Selections

    November 16, 2017Susan Bidel

    Marketers in need of first-party data to inform their marketing strategy, messaging, and media selections are wise to collaborate with publishers that have deep first-party relationships with their consumers. Mutually beneficial programs based on shared data help marketers connect with their consumers and add well-earned revenue to publisher coffers. Read this report to learn how these programs develop and what benefits marketers may expect.

  • For B2C Marketing Professionals

    REPORT: Predictions 2018: Data Drives Media Disruption

    Who Has Data, And How The Way They Use It Will Determine Success

    November 8, 2017Susan Bidel, Collin Colburn, Brigitte Majewski, Samantha Merlivat, Jim Nail, Fatemeh Khatibloo

    The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C marketers, advertising technology (adtech) vendors, agencies, and media companies a competitive advantage, while others will scramble to survive. Read this report to learn who wins and who loses across the media landscape in 2018.

  • For B2C Marketing Professionals

    REPORT: Exercise Complete Control To Maximize Media ROI

    Road Map: The Digital Media Buying Playbook

    October 27, 2017Susan Bidel

    Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics, and partnerships. B2C marketing professionals: Don't let these immature and inadequate legacy systems and processes hamper your company. Wipe the slate clean and start anew using this case study as inspiration and instruction on how to build a high-performing and highly accountable digital marketing practice for today and tomorrow. This is an update of a previously published report; Forrester periodically reviews and updates the report for accuracy and continued relevance.

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Webinar: Predictions 2018: The Revolution Of Customer-Obsessed Marketing Finally Begins

Date: March 8, 2018
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