Emily leads Forrester’s B2C marketing research team focused on helping clients develop marketing strategies that drive customer obsession and growth. Her team creates thought leadership and engages with clients on topics related to marketing strategy, personalization, martech and adtech, consumer privacy, data strategy, marketing analytics, advertising, and customer loyalty.
This report explores trends in AI use cases for marketing, organizational readiness, genAI concerns, and measuring AI efficacy.
B2C marketing and digital business professionals should read this report to shape their brand’s investment approach to these technologies.
This report provides B2C marketers with data-driven guidance on where to increase, decrease, or experiment with their budgets for 2026.
To navigate market volatility, consumer business leaders must optimize their focus and spend, master change management, and ratchet up risk management discipline.
This case study details the pivots Nationwide made to develop a modern marketing mix model and position marketing as a driver of business growth.
Consumers appreciate loyalty programs that are easy to use, track their benefits, and provide regular updates on benefits available.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.