Jessica Liu

Principal Analyst

Forrester Bio

Author Insights

Blog

B2C Marketing Operations: It’s Time To Shine

Jessica Liu August 2, 2023
Hey B2C marketers, who else is feeling the pain of: A proliferation of consumer touchpoints? Unpredictable and fast-changing macroeconomic conditions? And industry variability with no one-size-fits-all model? B2C marketing has undergone so much change since the 2010 dawning of the age of the customer that companies have no choice but to become customer-obsessed now. Marketing […]
Blog

There Is No Single “Personalization Technology” Category

Jessica Liu June 6, 2023
Tackling consumer personalization requires strategy, data, and technology (see figure). When it comes to the third pillar, technology, consumer personalization capabilities are baked into many different technology categories across the business technology ecosystem. Companies must strive to harmonize multiple tools to deliver personalized moments that can occur anywhere in the customer lifecycle. Instead of focusing […]
Blog

Generative AI! ChatGPT! Hold Up — Don’t Forget People And Process

Jessica Liu May 10, 2023
It’s easy to be dazzled by new ways to solve old problems. But technology still must play a supporting, not leading, role in enabling consumer experiences and marketing execution.
Blog

Consumers Don’t Always Want The Personalization That You’re Delivering

Jessica Liu April 10, 2023
Personalization sounds good in theory — who doesn’t want a moment customized just for them? But the reality is that not all consumers or customers want personalization from brands at the same intensity across the customer lifecycle (see figure). Consumer-brand personalization is a lot like dating: People don’t share everything about themselves early in the […]
Blog

Three Personalization Mantras To Help You Survive A Data Deprecation World

Jessica Liu February 1, 2023
The days of marketing "hyper-personalization" are ending. Let these three mantras guide you as customer data deprecation takes hold.
Blog

Consumer Personalization And Dating Have Much In Common

Jessica Liu November 10, 2022
Maintaining positive brand-consumer relationships and personalizing consumer experiences takes work. In the end, you could be rewarded with long-term loyalty or you may be left with little to show for your efforts. In many ways, it’s like dating. Cultivating relationships requires time and patience along the journey: Pre-purchase (courting). People are wary when dates and […]
Blog

Coming Soon: Everything You Want To Know About Consumer Personalization

Jessica Liu September 14, 2022
The paradox of personalization: Consumers both want it and despise it. A successful personalization strategy requires three things. Learn more.
Blog

Marketing Efficacy And Operations Hinge On Marketing Resource Management

Jessica Liu August 8, 2022
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]
Blog

Do QR Codes Right — Here’s How

Julie Ask March 29, 2022
Fueled by industry and pandemic forces, QR codes have shot onto the scene at every stage of the CLC. Our recently published research, which includes an analysis of over 125 QR codes, highlights several best practices Brands should use when they implement QR codes into their strategy.
Blog

Get It Together — Now Is The Time For Marketing Resource Management

Jessica Liu March 2, 2022
What Is A Marketing Resource Management (MRM) Solution? A tool or suite of tools that enables marketers to manage planning and budgeting, project and program management, collaboration and calendaring, content production, asset management, and performance analytics. Why Do Marketers Need MRM? First, the most glaring and acute issue is that the 2020 pandemic forced companies […]
Blog

Social Media Plays A Bigger Role In Commerce Than Just Buying

Jessica Liu January 19, 2022
Social media can't serve advertisers well as a standalone commerce channel. Instead, treat it as a key driver in the discover and explore stages of the customer journey.
Blog

Facebook Shuts Down Face Recognition System On Its Platform

Merritt Maxim November 4, 2021
Facebook's recently announced its decision to no longer use facial recognition in its platform. What does that mean for the long-term?
Blog

Social Media Users Interact With Friends And Family More Than Brands

Jessica Liu October 27, 2021
Yesterday, we published the annual refresh of our Forrester social consumer segmentation. In 2021, consumers who use social media at least weekly (the heaviest users we survey) overwhelmingly prefer to interact with friends/family over brands/companies and influencers on social media. The real question for brands is: “Does my target audience want to interact with my […]
Blog

The Metaverse Won’t Fix Facebook

Mike Proulx October 25, 2021
As Facebook eyes the metaverse, Forrester's latest survey shows consumers want substantive changes to Facebook's ecosystem. Read our full analysis here.
Blog

Oh, Snap: Data Deprecation Cuts Into Revenue

Stephanie Liu October 22, 2021
Don’t say we didn’t warn you. While reporting Snapchat’s Q3 results yesterday, CEO Evan Spiegel conceded Apple’s App Tracking Transparency (ATT) framework “disrupted” Snap’s advertising business as he reported lower-than-expected earnings. The earnings miss drove sharp declines in Facebook’s and Twitter’s stocks as well. ATT, which rolled out in April with iOS 14.5, requires users […]
Blog

Marketers, Stop Being Part Of The Facebook, Inc. Problem — Start Being The Solution

Jessica Liu October 12, 2021
Facebook, Inc. is in the hot seat again due to a recent The Wall Street Journal “Facebook Files” exposé and 60 Minutes whistleblower interview. As we’ve said again and again, a singular event won’t be enough to bring down the social media behemoth. Facebook will experience a degradation of its reputation by a thousand cuts: […]
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Facebook’s Outage: Breaking The Ad Empire — For A Day?

Mike Proulx October 4, 2021
The Facebook ecosystem outage should remind advertisers to have proactive risk mitigation plans in place.
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MRM Is Your Essential Marketing Workhorse In The Pandemic And Beyond

Stephanie Liu September 14, 2021
Insulation. Plumbing. Circuit boards. Marketing resource management (MRM) tools. All things that aren’t front and center but are critical for daily operations. MRM tools are the marketing engine that make your marketing department go. Resource planning and performance management in the key areas of money, people, content, and brand facilitate agile marketing across channels — critical […]
Blog

The Social “FrankenSuites” Era Must Draw To A Close

Jessica Liu August 9, 2021
Today, we published The Forrester Wave™: Social Suites, Q3 2021. Since our last evaluation, the vendors in this space have spent two years amassing their platforms via a mix of organic and M&A activity. The market has reached an inflection point: Social suites’ era of collecting modules and features should wind down — and must now yield to a […]
Blog

Did You Hear? Social Networks Want In On Audio

Jessica Liu February 11, 2021
First the social networks conquered text. Then they dominated video. And now, the new frontier: audio. New app Clubhouse has garnered significant buzz for its audio-based chatroom environment, where users can join live conversations with people and topics they follow. Last month, Twitter announced its acquisition of Breaker, a social podcasting app, and quickly transitioned […]
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