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Emily Collins

VP, Research Dir

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Emily serves B2C marketing professionals. She leads a team of analysts who help clients develop marketing strategies that drive customer obsession and growth. Her team focuses on omnichannel advertising, social marketing, content strategy and intelligence, marketing measurement, and loyalty.

Emily also leads Forrester's customer loyalty and communities coverage. Her research examines loyalty strategy; loyalty programs; consumer trends; and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She has been cited frequently in publications such as AdAge, CMSWire, CNBC, Direct Marketing News, Forbes, Fortune, and the New York Times.

Previous Work Experience

Prior to her current roles, Emily spent four years supporting Forrester’s marketing and customer insights research. She fielded quantitative and qualitative surveys and performed primary and secondary research for reports and consulting projects. She contributed to published reports about marketing technology adoption, social intelligence, online testing, intelligence-powered CRM, marketing service providers, and cross-channel marketing measurement.

Education

Emily is a graduate of Boston College.

Emily serves B2C marketing professionals. She leads a team of analysts who help clients develop marketing strategies that drive customer obsession and growth. Her team focuses on omnichannel advertising, social marketing, content strategy and intelligence, marketing measurement, and loyalty.

Emily also leads Forrester's customer loyalty and communities coverage. Her research examines loyalty strategy; loyalty programs; consumer trends; and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She has been cited frequently in publications such as AdAge, CMSWire, CNBC, Direct Marketing News, Forbes, Fortune, and the New York Times.

Previous Work Experience

Prior to her current roles, Emily spent four years supporting Forrester’s marketing and customer insights research. She fielded quantitative and qualitative surveys and performed primary and secondary research for reports and consulting projects. She contributed to published reports about marketing technology adoption, social intelligence, online testing, intelligence-powered CRM, marketing service providers, and cross-channel marketing measurement.

Education

Emily is a graduate of Boston College.

Emily Collins's Most Recent Research

Research

Advance Your Approach To Customer Loyalty

Assessment: The Customer Loyalty Playbook
April 14th, 2021 | Mary Pilecki , Emily Collins

If you're serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires...

7 min read
Research

The Forrester Wave™: Loyalty Solutions, Q2 2021

The 14 Providers That Matter Most And How They Stack Up
April 5th, 2021 | Mary Pilecki , Emily Collins

In our 28-criterion evaluation of loyalty solutions providers, we identified the 14 most significant ones — Annex Cloud, Bond Brand Loyalty, Brierley...

23 min read
Research

Increase Engagement With A Customer-Centric Loyalty Program Refresh

Case Study: How PCC Community Markets Deployed An Enterprisewide Approach To Loyalty
February 19th, 2021 | Emily Collins , Sarah Dawson

Earning customer loyalty demands more than implementing a rewards program. Seattle-based PCC Community Markets (PCC), the largest community-owned food...

7 min read
Research

Assess The Strength Of Your Marketing And CX Alliance

Assessment: The Experience-Led Marketing Playbook
February 18th, 2021 | Emily Collins

The quest for customer engagement has left marketers with mountains of data, bloated martech stacks, and distraught customers. With trust, privacy, and...

5 min read
Research

Forrester Infographic: US Consumer Attitudes Toward Loyalty Programs

Landscape: The Customer Loyalty Playbook
December 4th, 2020 | Emily Collins , Sarah Dawson

While earning customer loyalty is more critical than ever, it's also increasingly difficult to stand out from a packed loyalty program crowd. B2C marketers...

1 min read