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Fatemeh   Khatibloo

Fatemeh Khatibloo

Principal Analyst Serving B2C Marketing Professionals

Fatemeh serves B2C Marketing Professionals, with a focus on the shifting global consumer data ecosystem. She helps marketers navigate the complex connections between privacy, trust, and ethical data use, including the practices and vendors that can help them bridge the privacy/personalization paradox. Her seminal research on personal identity management (PIDM) describes how consumers will soon manage the sharing of their personal data with each other and with businesses. Her report "Adaptive Intelligence" further defines a framework for privacy-compliant data sharing between organizations to gain insight, reduce risk, and increase profitability.

Fatemeh focuses on privacy, identity, customer insights (CI) services, CI strategy, data monetization, data sharing, adaptive intelligence, and consumer preference.

Fatemeh's research has featured in The New York Times, The Wall Street Journal, AllThingsD, CNBC, and AdAge. She has contributed to the Harvard Business Review and Financial Times; provided commentary on NPR and the BBC; and been credited in the World Economic Forum's "Rethinking Personal Data" report. She is a frequent speaker at global industry and client events, including Mobile World Congress, CES, SxSW, DMA &Then, and AdWeek.

Previous Work Experience

Prior to joining Forrester, Fatemeh was principal of Times Two Marketing, where she built social and multichannel marketing programs designed to engage consumers, drive brand loyalty, and deliver relevant, actionable data to her clients. Prior experience at Binger Catalog Marketing, Abacus, and HagginGroup (now Epsilon) provided her with a deep understanding of the challenges and opportunities facing multichannel organizations across a spectrum of channels, market verticals, and disciplines. She has also held multichannel marketing positions on the client side, with firms like The Flax Companies and The Sharper Image.

Fatemeh is a member of the International Associate of Privacy Professional (IAPP) and has served as a judge for the Multichannel Merchant Awards and the ECHO Awards.

Education

Fatemeh studied journalism at The George Washington University.

Fatemeh Khatibloo

Principal Analyst Serving B2C Marketing Professionals

Fatemeh serves B2C Marketing Professionals, with a focus on the shifting global consumer data ecosystem. She helps marketers navigate the complex connections between privacy, trust, and ethical data use, including the practices and vendors that can help them bridge the privacy/personalization paradox. Her seminal research on personal identity management (PIDM) describes how consumers will soon manage the sharing of their personal data with each other and with businesses. Her report "Adaptive Intelligence" further defines a framework for privacy-compliant data sharing between organizations to gain insight, reduce risk, and increase profitability.

Fatemeh focuses on privacy, identity, customer insights (CI) services, CI strategy, data monetization, data sharing, adaptive intelligence, and consumer preference.

Fatemeh's research has featured in The New York Times, The Wall Street Journal, AllThingsD, CNBC, and AdAge. She has contributed to the Harvard Business Review and Financial Times; provided commentary on NPR and the BBC; and been credited in the World Economic Forum's "Rethinking Personal Data" report. She is a frequent speaker at global industry and client events, including Mobile World Congress, CES, SxSW, DMA &Then, and AdWeek.

Previous Work Experience

Prior to joining Forrester, Fatemeh was principal of Times Two Marketing, where she built social and multichannel marketing programs designed to engage consumers, drive brand loyalty, and deliver relevant, actionable data to her clients. Prior experience at Binger Catalog Marketing, Abacus, and HagginGroup (now Epsilon) provided her with a deep understanding of the challenges and opportunities facing multichannel organizations across a spectrum of channels, market verticals, and disciplines. She has also held multichannel marketing positions on the client side, with firms like The Flax Companies and The Sharper Image.

Fatemeh is a member of the International Associate of Privacy Professional (IAPP) and has served as a judge for the Multichannel Merchant Awards and the ECHO Awards.

Education

Fatemeh studied journalism at The George Washington University.

Fatemeh Khatibloo's Research

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: Vendor Landscape: The Consumer Data Ecosystem's Service Providers

    Partners To Leverage For First-, Second-, Third-, And Zero-Party Data Optimization

    October 10, 2017Fatemeh Khatibloo

    The consumer insights (CI) ecosystem used to be simple — comprised mostly of agencies, data brokers, and database providers. But today's marketer relies on a multitude of data providers, partners, and platforms to acquire and activate the right data for her business. This report provides an overview of the services providers that exist in this ecosystem; it attempts to catalog them in a way that is useful to marketers and to advertisers seeking to optimize their use of first-, second-, third-, and zero-party data.

  • For B2C Marketing Professionals

    REPORT: Make Privacy A Competitive Differentiator

    Executive Overview: The Customer Trust And Privacy Playbook

    September 28, 2017Fatemeh Khatibloo

    Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data. Forrester believes that failure to respect customers' data preferences will drive them to a more customer-obsessed competitor. The customer trust and privacy playbook addresses the tools, technologies, responsibilities, and requirements that B2C marketers will need to build trusted relationships and ensure success in an era of consumer-managed data and increased scrutiny of privacy practices. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: How Dirty Is Your Data?

    Strategic Plan: The Customer Trust And Privacy Playbook

    August 17, 2017Fatemeh Khatibloo

    As consumers' privacy concerns grow, marketers must rethink their data practices. Today's data governance practices — the rules that guide what consumer data a company collects; how it stores, transfers, and manages that data; and how it uses and disposes of that data — are nebulous at best and dangerously misguided at worst. Marketers must redefine how their organizations treat customers' personal data. This report helps B2C marketers categorize the different types of data their firms collect and provides guidelines on how to govern that data. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new examples, data, and terminology.

  • For B2C Marketing Professionals

    REPORT: Consumer Data: Beyond First And Third Party

    Decoding The Value Of Four Consumer Data Types

    July 3, 2017Fatemeh Khatibloo

    Consumer data used to be pretty simple. There was first-party data you collected in the course of doing business, and there was third-party data from brokers and aggregators. But that was before the advent of the commercial internet, which has brought tremendous opportunity and complexity to the market. This report describes the spectrum of consumer data that's now available and how B2C marketers should combine these resources for maximum benefits.

  • For B2C Marketing Professionals

    REPORT: The New Privacy: It's All About Context

    Vision: The Customer Trust And Privacy Playbook

    June 30, 2017Fatemeh Khatibloo

    "Privacy is dead": It's a trope so often repeated that you might actually think it's true. But in the age of smartphones and sensors, privacy is not only possible but essential for building trust. Context is key — businesses crave insight into the context in which consumers are using their products, and consumers want businesses to deliver contextually relevant services. Contextual privacy enables companies to negotiate the collection and use of personal data to ensure a fair value exchange for both parties. This report explains contextual privacy, why B2C marketing pros must adopt it, and how to implement best practices. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We're updating it now with current legal and regulatory information and new Consumer Technographics data.

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