Gina   Fleming

Gina Fleming

Mgr, Data Science Serving Customer Insights Professionals

Gina leads Forrester’s Marketing Data Science team, responsible for creating analytic tools that support Forrester’s market imperatives in the age of the customer. In her role, Gina leads the development of Forrester’s proprietary data frameworks that help clients create actionable, data-driven strategies. Her research focuses on consumers’ digital, mobile, and technology behaviors, and she regularly publishes research reports that showcase Forrester’s Technographics® data. She advises clients on the role that technology plays in consumers' lives and on marketing strategies that cater to consumers' rapidly changing preferences and behaviors. Additionally, she helps Forrester clients map their customer journey, segment their customers, and understand the drivers of purchase and loyalty. Gina is a frequent speaker at numerous Forrester events and industry conferences about consumer trends, marketing science, and market research strategies.

Previous Work Experience

Prior to her current role, Gina was a senior analyst serving Customer Insights Professionals. Before joining Forrester, Gina worked in the analytics division of Mullen advertising. Her focus at Mullen included customer relationship management (CRM) strategy and implementation, media mix optimization, quantitative modeling, and conjoint analysis. She also worked as a consultant at IHS Global Insight, an economic research and consulting firm, where she provided economic analysis to clients and focused on demand modeling, forecasting, and scenario planning.

Education

Gina graduated with high honors from the University of California, Santa Barbara, earning a B.A. in business economics and global studies. She also holds an M.A. in economics from Boston University.

Gina Fleming

Mgr, Data Science Serving Customer Insights Professionals

Gina leads Forrester’s Marketing Data Science team, responsible for creating analytic tools that support Forrester’s market imperatives in the age of the customer. In her role, Gina leads the development of Forrester’s proprietary data frameworks that help clients create actionable, data-driven strategies. Her research focuses on consumers’ digital, mobile, and technology behaviors, and she regularly publishes research reports that showcase Forrester’s Technographics® data. She advises clients on the role that technology plays in consumers' lives and on marketing strategies that cater to consumers' rapidly changing preferences and behaviors. Additionally, she helps Forrester clients map their customer journey, segment their customers, and understand the drivers of purchase and loyalty. Gina is a frequent speaker at numerous Forrester events and industry conferences about consumer trends, marketing science, and market research strategies.

Previous Work Experience

Prior to her current role, Gina was a senior analyst serving Customer Insights Professionals. Before joining Forrester, Gina worked in the analytics division of Mullen advertising. Her focus at Mullen included customer relationship management (CRM) strategy and implementation, media mix optimization, quantitative modeling, and conjoint analysis. She also worked as a consultant at IHS Global Insight, an economic research and consulting firm, where she provided economic analysis to clients and focused on demand modeling, forecasting, and scenario planning.

Education

Gina graduated with high honors from the University of California, Santa Barbara, earning a B.A. in business economics and global studies. She also holds an M.A. in economics from Boston University.

Gina Fleming's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Consumer Tech Stack

    Our 2018 US Benchmark Data Overview Reveals The Four Forces Of Adoption

    April 5, 2018 James L. McQuivey, Gina Fleming

    Humans were born to embrace the technologies we track. Coming into 2018, Forrester surveyed 110,460 online adults in 20 countries to see how much people of every type embrace technology, why they use it, and what that will mean for your business. The data practically screams "Prepare for rich customer conversations!" Read this US-focused report not only to see the data but also to prepare to give your customers technology-enabled, emotion-rich conversations that help them get what they want, when they want it.

  • For B2C Marketing Professionals

    REPORT: Introducing Forrester's Consumer Privacy Segmentation — EU

    January 25, 2018 Enza Iannopollo, Gina Fleming

    In this report, we apply Forrester's Consumer Privacy Segmentation to our Empowered Customer Segmentation in the EU-5 — France, Germany, Italy, Spain, and the UK — to understand how privacy perspectives vary by geography and type of regulations. B2C marketers should use segmentation to understand their consumers and build trust.

  • For B2C Marketing Professionals

    REPORT: Use Forrester's Consumer Privacy Segmentation To Understand Your Customers And Build Trust

    Performance Management: The Customer Trust And Privacy Playbook

    November 10, 2017 Fatemeh Khatibloo, Gina Fleming

    As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. B2C marketers must understand their customers' expectations and concerns in order to ensure that they're correctly applying contextual privacy practices. This report uses Forrester Data Consumer Technographics® research to define four consumer segments as well as their attitudes and behaviors relating to marketers' collection and use of personal 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 Consumer Technographics data.

  • For B2C Marketing Professionals

    REPORT: Social Technographics® Reveals Who Your Social Audience Is — And How To Approach Them

    Landscape: The Social Marketing Playbook

    August 18, 2017 Jessica Liu, Gina Fleming

    The question for B2C marketers is no longer whether your customers use social media but how you can best use social media to interact with those customers. But how well do you know your customers on social media? Forrester's Social Technographics model helps you understand your customers and reveals whether your audiences use social media to interact with brands, in what part of the customer life cycle they use social media, which social behaviors they exhibit, and on which types of social sites they engage in those behaviors. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we substantially revised this edition to factor in new data.

  • For B2C Marketing Professionals

    REPORT: The State Of Consumers And Technology: Benchmark 2017, US

    North American Consumer Technographics®

    June 28, 2017Gina Fleming

    This report is our annual overview of the impact of technology on US consumers' attitudes, behaviors, and expectations in a rapidly changing world, based on the Forrester Data Consumer Technographics North American Online Benchmark Survey (Part 1), 2017. B2C marketers must understand their current and prospective customers to help their firms mature their marketing programs. Read this report to gain deep, data-driven insights that help you design and deploy successful marketing plans to engage your target audience.

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