Arleen Chien

Researcher

Author Insights

Blog

Voice Assistants Cannot Answer All Your Questions

Collin Colburn April 24, 2019
Let’s be honest: There is a lot of hype around voice assistants (or, as we call them at Forrester, intelligent agents, or IAs). Marketers, agencies, and vendors alike are all excited about this potential voice search future. But have you ever had a voice search experience with an IA like the cartoon below? We wanted […]
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AI Is Not Your Savior In Social Listening

Jessica Liu February 7, 2019
You’re hearing with increasing frequency that social listening platforms (SLPs) are incorporating artificial intelligence and that AI may eventually unburden humans from heavy social data management and analysis. The reality: This is exaggerated. You still need a hefty amount of human involvement to set the rules, train the data, and maintain the platform. In researching […]
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Predictions 2019: Consumer Power Pushes Marketers To Better Data And Experiences

Jessica Liu November 8, 2018
“I get knocked down, but I get up again.” — Chumbawamba   Halfway through the 20-year-long age of the customer, empowered consumers are more informed about their purchases, demand data privacy, and dictate the experiences that they want. Brands have been beaten down with every misstep, many of which snowballed into broad PR crises: United Airlines, Wells Fargo, Starbucks, […]
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When Social Tech Socializes: Brandwatch + Crimson Hexagon Make A Logical Match

Jessica Liu October 4, 2018
Brandwatch and Crimson Hexagon, two social listening platforms, announced their merger today. The company will maintain the Brandwatch name with Brandwatch Founder and CEO Giles Palmer at the helm. At Forrester, we’ve been pushing for the next evolution in the social listening space. Our recent evaluation, “The Forrester Wave™: Social Listening Platforms, Q3 2018,” found […]
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Tune In To The 10 Social Listening Platforms That Matter

Jessica Liu August 21, 2018
Once upon a time, most brands relied on six-week-plus cycles of feedback through consumer surveys and expensive focus groups to listen to their consumers. Today, social listening platforms have become a staple in most brands’ marketing tech stacks because of their ability to give brands near real-time feedback and insight into conversations about their brands, […]
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Take Your Advertising From Zero To Hero

Susan Bidel July 26, 2018
Today’s marketers are distracted by new technology and more data promising more efficient and personalized advertising. So they forget that adtech — in a vacuum — is no match for how people today consume media, interact with advertising, or think about their experiences with brands. In fact, we know that consumers’ opinions vary widely about how they […]
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What Marketers Need To Know: Social Media Q1 2018 Roundup

Brigitte Majewski May 2, 2018
Q1 2018 earnings for Twitter, Facebook, and Snap largely showed minimal impact from the recent data privacy crisis. There were no surprises: Twitter is building off its Q4 2017 momentum, Facebook continues to grow its user base, and Snap is still going through an identity crisis. For the most part, the financial markets seem to […]
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