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: 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.

  • For CMO Professionals

    REPORT: Emotions Fuel Your Brand Energy

    Business Case: The Brand Experience Playbook

    June 27, 2017 Dipanjan Chatterjee, James L. McQuivey, Gina Fleming, Juan Salazar

    Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. Forrester has applied its unique understanding of technology, consumer hyperadoption, and the most recent developments in the science of emotion to create the brand energy framework, a powerful approach to measuring the power of brands in a world where customer experience and brand must work together to build future-ready companies.

  • For B2C Marketing Professionals

    REPORT: Empowered Customers Demand Contextual Privacy

    A North American Consumer Technographics® Report

    April 6, 2017 Anjali Lai, Gina Fleming, Fatemeh Khatibloo

    Your consumers are ready for (if not demanding) innovation more than ever before — but they won't blindly embrace experiences at the expense of their data privacy. Instead, increasingly empowered consumers are informed about corporate data practices and make deliberate choices regarding when, where, and why they disclose personal information to brands. Here, we leverage the power of two Forrester frameworks, the Empowered Customer and Consumer Privacy segmentations, to profile key attitudes and behaviors that marketers must account for when securing the Holy Grail of customer trust.

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