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

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Future Of Omnichannel Advertising Must Be Customer Obsessed

    Vision: The Digital Media Buying Playbook

    June 4, 2018 Joanna O'Connell, Susan Bidel

    Advertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term thinking has led to a crisis in consumer ad experience and threatens brands' business growth. This research will help B2C marketers determine what steps to take to get back on track.

  • For B2C Marketing Professionals

    REPORT: Q&A: Everything Marketers Need To Know About Match Rates

    June 1, 2018Susan Bidel

    Match rates are the metric used in onboarding to measure the quality of a marketer's first-party data as compared to onboarders' truth sets. Because these rates can vary from vendor to vendor, range from low to high, and are subject to change, marketers are often left wondering if they are working with the best vendors and making the best use of their data. B2C marketers should read this report to understand what match rates are, how they are determined, why they decline, how they affect their media buying tactics, and how to maximize the power of their first-party data.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Digital Media Buying Playbook

    April 5, 2018 Mary Pilecki, Arleen Chien, Susan Bidel, Jessica Liu, Jim Nail, Joanna O'Connell

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and marketers are embracing omnichannel advertising to create connected experiences that drive better results. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 11 technology categories that support omnichannel advertising. B2C marketing pros should read this report to shape their firm's investment approach to these technologies.

  • For CMO Professionals

    REPORT: Regularly Rejuvenate Your Marketing Talent

    Advanced Level: Talent Practices For Marketing Innovation

    March 7, 2018 Shar VanBoskirk, Susan Bidel, Brigitte Majewski

    When creating customer-obsessed marketing talent, there is no finale. Rather, advanced marketers make sure their thoughtfully developed talent mix and org structure doesn't create rigidity. This document recommends how CMOs can disrupt their teams and team members to fuel continuous innovation.

  • For CMO Professionals

    REPORT: The Marketing Talent Casting Call

    Intermediate Level: Talent Practices For Marketing Innovation

    March 7, 2018 Shar VanBoskirk, Susan Bidel, Brigitte Majewski

    You know your marketing function should lead your company's pivot to customer obsession. And you've already started orchestrating the right mix of old and new talent to change marketing's role. This report explains how CMOs can attract, develop, and organize top marketing talent in order to advance their marketing transformation.

View all of Susan Bidel's Research

Clients Who Work With Susan Bidel Also Work With:

View all related analysts