I have recently joined the eBusiness & Channel Strategy group as an Analyst, from a role as Senior Consultant within Forrester. I have spent the past few years working with Analysts, across the eBusiness & Channel Strategy and Marketing Leadership role teams in Europe, on custom consulting projects for a variety of clients. These projects focused on a wide range of topics and objectives, including vendor selection support for an Italian fashion brand, multi-market digital maturity assessments for a global CPG organization and an eCommerce strategy review for a global multi-brand corporation, to name a few. I very much look forward to continuing to work to provide guidance and insight, now as an Analyst, to help our eBusiness clients to succeed in the Age of the Customer.
Late December is always a good time to reflect on the year gone by and think about the people that made the year special. Among the people who are special to analysts are the many people we work with in the vendor community. The key contacts we have with the vendors are in the field of Analyst Relations. It must be a tough job, since they probably find themselves in a constant game of tug-and-war between the analysts and their employers – they being the rope that’s getting pulled, of course. It is often a thankless job, so I want to say, “Thank you!” to them all!
For the past few years, I thought it would be a nice gesture to award a semi-formal recognition to the Analyst Relations professional of the past year. There is no trophy, plaque, or certificate, just my personal gesture of appreciation.
For the subset of AR pros I encounter, one name has appeared repeatedly on the winner’s list – Liz Kingof CA. In fact, she has won 3 of the four awards so far. Liz is amazing! She embodies all the qualities of greatness in this field! Another stellar professional won it in 2011, Linda Sanders of HP. This year, we have another name making this venerable list, but I have to also give special kudos to Liz, who was once again incredible in 2013.
Our clients continue to realize sustained online revenue growth which means many eBusiness leaders have both the funds and backing to continue to invest heavily in commerce technology. Across the board, retailers, consumer brands, and industrial suppliers alike are significantly bolstering their capital investment programs to ensure they stay at the forefront of digital innovation while ensuring that their online, fulfillment, and back-office systems are ready to scale for anticipated growth over the next five years. Subsequently Forrester is hiring for a Principal/Senior Analyst to help us expand our coverage of this incredibly dynamic area.
We're looking for a new analyst or senior analyst to join our eBusiness and channel strategy team, based in either Amsterdam or London. We're looking for someone with an analytical mind, good communication skills (listening, not just talking!), strong views on the impact of digital technologies on eBusiness and channel strategy, and experience of the complexities of retail financial services and of different European markets to help our clients make great business decisions and shape their firms' strategies.
I'm delighted to be starting with Forrester as a Senior Analyst serving Interactive Marketers. I am based in our London office and will cover Global and EMEA specific topics.
A little bit about me . . .
I studied computer science in Edinburgh, Scotland over 20+ years ago when it was mostly a mathematical topic — heavy on algebra, programming, and other dry subject matter. While some of these topics remained in academia for many years I have seen how they have come to be nurtured under a more commercial light with recommendation systems and rich analytics solutions proliferating in the marketing technology landscape. These tools live alongside bleeding-edge techniques including neuroscience tools to measure pre-cognitive responses to media, messages, and experiences. It’s clear that the mad scientists and M(ad) Men are working side by side. Of course, marketing will always have a strong and essential dollop of artistic flair in the elixir but without doubt it is moving inexorably toward a science helped, in part, from the massive data sets now available through the web and social paradigm.
My experience in the industry has seen me work with many telecommunications companies, media publishers, startups, and hardware manufacturers on a wide gamut of products, marketing strategies and solutions to problems. Most recently I supported the BBC with short- and long-term CRM/sCRM strategies (across all channels) as well as implementing prototypes in the marketing resource management (MRM) and media planning space. In the mobile domain I recently completed some work with Vodafone Global on a system that wove its own mobile content together with third-party content using recommendation engine technologies and HTML5.
After six years at Forrester, Alexander Hesse has decided to leave Forrester to take on a new challenge in a different field. It's always a sad day when you lose a respected colleague and I wish Alex the very best.
We're looking for a new senior analyst to join our eBusiness and channel strategy team, preferably based in Amsterdam. We're looking for someone with strong views on eBusiness and channel strategy, an analytical mind, and experience of the complexities of retail financial services and of different European markets to help our clients make the right business decisions and shape their firms' strategies.
I’m often asked how I went from marketing women’s skincare at Neutrogena to Timberland boots for outdoor guys, as they seem to be such different businesses. But for me, they have more in common than you might think. They are both strong global brands, with products you can trust and passionate, involved consumers. My passion is for figuring out what is at the heart of a brand, how consumers connect with it, and how to connect with them — understanding what those consumers have in common and where their needs are different, whether they are in Milan, Minneapolis, or Mumbai or whether they are an outdoor guy or a city woman.
At Forrester, I’m going to delve into these areas: harnessing the consumers’ voice in the marketing process; when you should listen and when you should not; the similarities — how global brands can stay true to what they are, while embracing local consumers' needs; and what this looks like in the virtual age, when global walls separating consumers in different countries have fallen down. What’s the butterfly effect of a marketing program in Shanghai on a consumer in San Francisco? What are the differences — for example, how women consume media differently than men, particularly interactive and social media, and how that affects the media mix. Finally, with so many choices, and so few dollars (or pounds or RMB), how can marketing leaders identify what return they are getting on their spend?
So here’s where I need your help. What are your brand-building challenges? What would you like to learn more about that will help you and your team connect with your consumer?
No, I’m not Australian . . . at Forrester, "boomerangs" are analysts that, after leaving the research team for a stint in the "real world," have decided to re-join. Clients and fellow analysts value the experience we "boomerangs" have built as marketers and the pragmatic outlook we always bring to the table. As for me, I am a bit of an anomaly, as this is the second time that I am back at Forrester. My 20-year career as a marketer can be roughly split in two phases: first, the CPG marketing and strategy roles for brands like Ferrero, L’Oreal, and Johnson&Johnson; then, my digital marketing phase, which recently closed with more than four years at Google.
I would like to think that I am now entering a new phase by helping organizations understand the key role that marketing can play in shaping the way they navigate markets and customers that are constantly affected by the adoption of new technologies. Quite an ambitious scope, so to make sure that I stay relevant and deliver actionable research and advice, I have decided to launch this blog to start a dialogue with CMOs and Marketing Leaders on what’s keeping them up at night and how we can help them.
Coverage areas and topics I’m interested in.
As I type this, I am in the process of writing research on the following areas (please note that links are to reports that are only accessible by clients):
I’ll primarily focus on helping marketers redefine brand loyalty and the role that it plays in the Customer Life Cycle.