Jessica Liu

B2C CMOs will be put to the test in a coming year that will be even more volatile than the current one. Adaptability and precision will be critical to success.

Consumers are increasingly skeptical of personalized interactions, yet marketers see them as vital to success. Our latest research explores how B2C organizations are designing personalization programs that balance customer needs with internal strategy, data, and technology. If you’re involved in personalization efforts, we invite you to share your insights.

Clients often ask us, “What are personalization best practices?” But depending on the organization, the word “personalization” can mean very different things. Personalization is multifaceted and needs a qualifier such as personalization initiatives, personalization programs, personalization capabilities, personalized tactics, personalized interactions, personalized moments, consumer personalization, or business personalization. Forrester defines personalization as: The use of a […]

Just as marketers started experimenting with new genAI features when they emerged, agentic AI has arrived — and signals the next round of transformative marketing capabilities.

Covering the incredibly broad topic of consumer personalization means encountering a hodgepodge of client questions and terminology. In our new report The Truth About Consumer Personalization, we examine three common assumptions about personalization and convert them into three realities.

Learn the latest positive and negative trends in B2C marketing operations based on data from recent Forrester surveys and how to respond.

Many companies think consumers want personalized interactions which isn't always the case. What consumers want is relevancy and value. Learn how Forrester’s four dimensions of customer value can help your company deliver.

Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech).

Retailers: understand the fundamentals of value-based personalization in this Forrester blog by analyst Jessica Liu and researcher Cole Walsh.

Source: Office Space, GIPHY “What would you say … your marketing operations function does here?” If you can’t quickly and easily answer that question, you need a formal marketing operations charter, STAT! It’s imperative that marketing operations functions codify their existence, remit, and who they serve – for themselves, the broader marketing department, and senior […]

Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]

“Hey, Count von Count, how do I know if my personalization strategy is working?” It’s difficult for companies to assess because they often measure myopically at the individual point of interaction. But personalization tactics are numerous and diverse across a company, requiring a holistic approach to measurement for a complete view of personalization efforts. Source: […]

In the future, companies will go to consumers and customers before they know or realize that they need something (and look for your website). Learn how to get ahead of this scenario.

Hanging prominently in the Museum of Modern Art (MoMA) in New York City is a giant infographic that explores the physical, technical, and social components of modern artificial intelligence. Kate Crawford and Vladan Joler’s 2018 “Anatomy of an AI System” is a visual essay that spares no detail as it traces the lifecycle of an […]

Learn how to enhance your company’s personalization efforts over the holidays — and well into next year.

Consumers and customers interact with brands across their customer journeys (see figure). Many of these moments are personalized. Though the end customer doesn’t necessarily distinguish between different types of interactions, companies acutely know that different personalized tactics require different strategies, data, and technology. Those moments could manifest across the customer lifecycle as: segmenting ads and […]

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 […]