For the past couple of years, I’ve been serving CMO and marketing leadership professionals here at Forrester in a supporting role and, in particular, researching shopper marketing and the path to purchase (P2P). I'm excited to share that, going forward, I will be an analyst on the CMO and marketing leadership team. As an analyst, I will have the opportunity to focus my time and research agenda on helping marketers better understand the true potential and business implications of shopper marketing and P2P initiatives, and I am fired up to get started!
Over the next few months, look for reports about:
- What the future of shopper marketing looks like.
- The impact of digital on customers’ path to purchase.
- How to organize and hire for engagement-based marketing.
- Key criteria to self-assess and benchmark performance.
Are you a senior marketer trying to make sense of the omni-channel shopper and the constant evolution of her path to purchase? Do you need guidance in selecting an agency that can help you design and execute shopper marketing strategies? Or are you looking for a vendor with a technology that helps you better understand how to deliver visible value to customers?
If you answered yes to any of those questions or if you are an agency or a vendor supporting marketing clients in this space, I would love to hear from you and understand your unique perspective on the shopper and P2P marketing landscape. You can set up a briefing or simply reach out to me directly via email.
I will also be at Forrester’s Forum For eBusiness & Channel Strategy Professionals in Chicago in a few weeks and would love to make introductions in person if you’re planning to be there.
I’m thrilled to be part of Forrester’s analyst team and look forward to working with you!