Nikhil’s research focuses on the evolution of performance marketing, including commerce media, SEO and answer engine optimization (AEO), TV advertising, full-funnel advertising, AI-integrated advertising, and creative adtech. He helps clients with guidance sessions, inquiries, and advisories on the current and future states of performance marketing and channel-specific best practices.
This tool helps marketers define who needs to be involved in AEO, understand how AEO stakeholders should connect, and identify skills and process gaps.
This report explains the dynamics of commerce on answer engines and prescribes how marketers should prepare.
This report explains AEO and SEO’s similarities and differences and how to optimize content, websites, and measurement across answer engines.
As media’s once-centralized power starts to diffuse, advertisers will play in a more competitive media market in 2026.
B2C marketing leaders can use this report to understand the value they can expect from omnichannel ad platforms and explore potential partners.
This report provides best practices on how advertisers can reconcile TV’s past and future to maximize the medium’s full-funnel impact.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.