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Stephanie Liu

Analyst

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Steph is an analyst serving B2C marketing professionals. Her research focuses on marketing technologies, including marketing resource management and mobile engagement automation, as well as customer trust and privacy. She helps Forrester clients understand and navigate the rapidly changing landscapes of martech and privacy. Her research topics cover methods for marketers to drive efficiency and apply customer data in privacy-safe ways.

Previous Work Experience

Steph was previously a researcher on the B2C marketing team. She supported the team’s research on privacy, marketing technology, advertising, customer insights service providers, agencies, and corporate values.

Before joining Forrester, Steph was an account executive at public relations agency Archetype (formerly Text100). She supported B2B technology clients with their public relations and analyst relations and created contributed articles, press releases, blog posts, and other digital content.

Education

Steph holds a BA with honors in international affairs from Northeastern University.

Steph is an analyst serving B2C marketing professionals. Her research focuses on marketing technologies, including marketing resource management and mobile engagement automation, as well as customer trust and privacy. She helps Forrester clients understand and navigate the rapidly changing landscapes of martech and privacy. Her research topics cover methods for marketers to drive efficiency and apply customer data in privacy-safe ways.

Previous Work Experience

Steph was previously a researcher on the B2C marketing team. She supported the team’s research on privacy, marketing technology, advertising, customer insights service providers, agencies, and corporate values.

Before joining Forrester, Steph was an account executive at public relations agency Archetype (formerly Text100). She supported B2B technology clients with their public relations and analyst relations and created contributed articles, press releases, blog posts, and other digital content.

Education

Steph holds a BA with honors in international affairs from Northeastern University.

Stephanie Liu's Most Recent Research

Research

How To Pivot To People-Led Planning

Business Case: The Experience-Led Marketing Playbook
June 30th, 2021 | Shar VanBoskirk , Stephanie Liu

Static marketing plans — often relegated to a single spreadsheet that marketers revisit a handful of times a year, if ever — are irrelevant in the wake...

13 min read
Research

Enable Moments-Based Marketing With Enterprise Martech

Executive Overview: The Enterprise Marketing Technology Playbook
June 10th, 2021 | Joe Stanhope , Rusty Warner , Stephanie Liu

Customer data and marketing technology (martech) are now essential to every marketing function. Yet B2C marketers responsible for their firm's martech...

5 min read
Research

Now Tech: Zero-Party Data Solutions, Q2 2021

Forrester's Overview Of 16 Zero-Party Data Solution Providers
May 21st, 2021 | Stephanie Liu

Marketers can use zero-party data (ZPD) solutions to ask customers for information that's hard to infer, deliver personalization that isn't creepy, and...

6 min read
Research

Stop Overlooking Process And People In Your Martech Strategies

Processes: The Enterprise Marketing Technology Playbook
May 21st, 2021 | Stephanie Liu

When faced with challenges or pain points, B2C marketers tend to turn to technology to help when they should be looking at the foundation of their marketing...

7 min read
Research

Q&A: Demystify The Intersection Of Martech, Privacy, And Consent

Tools And Technology: The Customer Trust And Privacy Playbook
April 8th, 2021 | Stephanie Liu , Joe Stanhope

Marketing technology (martech) has moved to the front lines of privacy management as marketers collect more consumer data and deliver more interactions...

14 min read