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: Marketers Must Focus On The KPIs That Count

    Performance Management: The Digital Media Buying Playbook

    February 9, 2018Susan Bidel

    For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed, and advertiser goals have evolved as a result. Today, an omnichannel strategy, the only way for marketers to reach and message their customers and prospects, requires a new set of metrics. B2C marketers should read this report to learn what KPIs count in this omnichannel media world.

  • For B2C Marketing Professionals

    REPORT: Data Management Platforms Fail To Meet Power-User Expectations

    Savvy Marketer Skills Outpace DMP Capabilities

    January 30, 2018Susan Bidel, Samantha Merlivat

    The Forrester Wave™: Data Management Platforms, Q2 2017 is the third examination of the technical capabilities of the participating data management platform (DMP) vendors. The rubber meets the road, however, with the day-to-day customer experience. B2C marketing professionals should read this report to understand how DMPs are working with their clients, where DMPs are meeting expectations, and where they must improve to continue to satisfy their customers.

  • 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.

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