Luca S. Paderni

Vice President, Research Director serving B2C Marketing PROFESSIONALS

Luca primarily contributes to Forrester's offerings for B2C Marketing Professionals. He is an expert on how senior marketers can take advantage of new advertising, communication, and service technologies to bolster their brands' health, deepen customer relationships, and, ultimately, increase sales.

His current research centers on upcoming trends and transformations in the media and advertising space that lead to increasing media fragmentation. By investigating the ways consumers have embraced digital experiences and platforms, Luca and his team help clients redefine their strategy models and better serve consumers.

He lends a strategic yet pragmatic perspective on the key trends affecting publishing and media buying; content strategy; the future of online, offline, and connected TV; and the blurring of the lines between product, service, and communication. Luca also leads our research on marketing mix optimization and guides CMOs and marketing leaders in their efforts to establish analytic systems to inform marketing spend and ROI.

Previously at Forrester, he was a Technographics® analyst and principal consulting analyst.

Previous Work Experience

Before joining Forrester, Luca was head of industry marketing for Google in Europe, the Middle East, and Africa (EMEA), looking after sales and marketing strategy for advertising products across verticals. In addition, Luca has more than 10 years of marketing and strategy experience at some of the world's largest and most important branded goods manufacturers, including Ferrero, Johnson & Johnson, L'Oréal, and Prada, working across Italy, France, Switzerland, Spain, and Russia. Luca is a regular keynote speaker at international marketing and media events.

Luca S. Paderni's Research

  • For B2C Marketing Professionals

    Report: Create An Audience-Obsessed Digital Media Buying Practice

    Digital media buying is undergoing seismic change. Where there were once legions of junior staff managing relationship-based buys, there are now sophisticated real-time bidding technologies. Par...

    • Downloads: 786
  • For B2C Marketing Professionals

    Report: Marketers Need To Acquire Adaptive Skill Sets

    Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, winni...

    • Downloads: 921
  • For B2C Marketing Professionals

    Report: The Scientific Method Comes To Marketing

    When making their investment decisions across the marketing mix, marketing leaders face the constant challenge of coping with the proliferation of communication and engagement platforms, more el...

    • Downloads: 915
  • For B2C Marketing Professionals

    Report: Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

    The year 2015 will see the gap between customer-obsessed brands and the rest grow even wider. As more interaction data from multiple channels and touchpoints floods customer databases and market...

    • Downloads: 476
  • For B2C Marketing Professionals

    Report: Master Content Marketing To Drive Engagement, Credibility, And Preference

    Today's empowered consumers are in control and telling brands where, when, and how they are open to a mutually valuable exchange of information. To counter growing media fragmentation and consum...

    • Downloads: 435
  • For CMO Professionals

    Report: Trends For The CMO To Watch In 2011

    2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But tha...

    • Downloads: 1708
  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q3 2011

    The marketing mix modeling market is undergoing a transformation as marketers increasingly demand that vendors provide solutions that are updated frequently, can easily aggregate data streams, c...

    • Downloads: 1301
  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-ti...

    • Downloads: 1043
  • For B2C Marketing Professionals

    Report: Marketing Mix Modeling Landscape Overview

    The fragmented media landscape makes accurate attribution of successful marketing efforts increasingly difficult. As a result, marketing leaders are under greater pressure than ever to bring acc...

    • Downloads: 1297
  • For B2C Marketing Professionals

    Report: A New Approach To Brand Loyalty

    Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term finan...

    • Downloads: 1353
View all of Luca S. Paderni's Research

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