Fatemeh Khatibloo
VP, Principal Analyst
Author Insights
Blog
Personalization And Trust Start With Understanding Customer Privacy Expectations
There have been several posts in this space about the disconnect between marketers and customers. Part of the problem stems from consumers’ perception that marketers have no respect for privacy, and let’s be honest: In the quest to amass data-rich profiles, consumers’ desire for anonymity has often been ignored. There is a tendency, though, to treat privacy as a binary thing: We care about it, […]
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Predictions 2020: Privacy And Data Ethics Bring Marketing To The Boardroom
Regulations, consumer wariness, and the consequences of misbehavior will create a challenging landscape for B2C marketers and brands. Read our top privacy predictions.
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Let’s Unpack The Latest Agency Acquisition — Epsilon + Publicis = ?
On Monday, Publicis Groupe officially announced its plans to acquire marketing services agency and loyalty provider Epsilon-Conversant from Alliance Data Systems for US$4.4 billion. We predicted this acquisition months ago, since IPG’s purchase of Acxiom and Dentsu Aegis Network’s (DAN) purchase of Merkle left Publicis as the only holding company without a significant data management […]
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Think Privacy’s Just A Cost Center? Think Again
Over and over, clients tell us they just don’t get enough funding for the kind of privacy programs that they want to create. In fact, many privacy budgets shrank in 2019 after firms were forced to spend more than they expected on GDPR compliance in 2018. But what if we told you that customer-centric privacy […]
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Predictions 2019: Ethics And Consumer Action Transform Privacy Practices
2018 was a tumultuous year for privacy: The GDPR went into effect, California passed its Consumer Privacy Act, Equifax revealed the largest consumer data breach to date, and Facebook disclosed separate incidents of data misuse and a massive data breach. Amidst this whirlwind, consumers aren’t waiting on the sidelines — Forrester data shows that 79% of […]
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The Algorithm Of You
Algorithm. It’s a buzzword you hear frequently these days. But does the average consumer understand the impact algorithms have on her life? Absolutely not. Consumers enjoy the illusion of unlimited choice in products, services, and content, but there’s almost always an algorithm behind the curtain, constantly refining and defining what’s presented to her. Like it or not, […]
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A New Era Of Privacy Is Here — We Can Help You Navigate It
Who knew that failed data governance would be the thing to turn the privacy world on its ear? When the Facebook/Cambridge Analytica scandal broke . . . and then got worse, consumers and politicians alike finally seemed to understand that the data economy had gotten away from us all. As a result, 2018 has forever […]
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Don’t Look Now, But Database Marketing Is Making A Comeback
Single customer view. Real-time insights. Customer engagement strategy. Buzzwords? Sure. But each one is crucial for revenue growth and more efficient marketing, and none of them can be achieved without a robust database marketing strategy. Stephanie Liu and I recently tackled the world of customer database services in two reports. The Forrester Wave™: Customer Database […]
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Zuckerberg vs. US Senate, Round 1: Reasonable Expectations
“…would not reasonably expect.” Those four words form the basis of a fair and ethical data practice. Today, as he was questioned by the Senate Judiciary and Commerce Committees, Mark Zuckerberg made it clear that, even now, he isn’t concerned with what users might reasonably expect him to do with their data, as long […]
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The GDPR Is Coming, And Marketers Must Be Ready
Europe’s General Data Protection Regulation (GDPR) is right around the corner, going into effect on May 25. And still, the biggest question I get from marketers is, “Does it apply to me?” The simple answer is: If you offer your product or services to European subjects, the GDPR applies to you. And while many firms are […]
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Marketers: Stop Being A Privacy Liability
Marketing’s evolution into a practice that relies deeply on individuals’ personal information has created amazing opportunities to expand reach and deepen customer relationships. But this evolution also creates serious risks for marketers and their brands. Our latest report takes a deep dive into the capabilities marketers should focus on to protect themselves and their customers’ […]
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Help Forrester Benchmark The Privacy/Personalization Paradox
Modern day marketing and advertising has created a paradox: customers want to be recognized and rewarded for their loyalty, but they also want their privacy to be respected and their data used ethically. We firmly believe that balancing this privacy-personalization paradox is crucial to building customer trust and thriving in the age of the customer. […]
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Countdown To The GDPR
It’s May 25th, and if you’ve been following along with our published research, you know that today marks a very important milestone: you have 365 calendar* days to bring your organization into compliance with the EU’s General Data Protection Regulation and the as-yet-unfinalized (!!!) ePrivacy Regulation. I spoke with Victor Milligan and Jennifer Isabella, the hosts of […]
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Is Facebook Listening? (And So What If They Are.)
From time to time, an anecdote comes across our desks that, as researchers, we find hard to leave alone. A few months ago, one of these opportunities appeared, and we thought it might be interesting to lift the hood, and show you how we dig into tough research hypotheses and decide if and when to […]
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It’s Here! Forrester’s Consumer Privacy Segmentation
For over a year now, I and several colleagues on our Technographics and Data teams have been working on a completely new way to understand consumers' complex feelings about privacy and personal data. The effort was inspired by Forrester's brand mission to challenge thinking, and lead change. We've been researching consumer privacy for a while […]
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The FCC Ruling And Why It Foreshadows Big Changes In Privacy
Like other privacy nerds all over the land, I’ve been anxiously awaiting the results of the Federal Communications Commission’s vote on some stringent new privacy rules for internet service providers (ISPs). Last week, we got news that the vote passed, and now it’s time to start taking stock of what this means for digital advertisers, […]
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Apple Does The Right Thing To Defend Customer Privacy
By now, most of you have read about Apple's powerful public statement of refusal to comply with a court order compelling the firm to help the FBI gain access to the data stored in the San Bernardino shooter’s iPhone 5. Specifically, the FBI requires Apple’s help disabling the device’s data auto-erase function after 10 incorrect […]
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Understanding “Creepiness”
We've all felt it: a weird sense that information about you has been used in a way that just doesn't feel right. Maybe you received a kids apparel catalog at your decidedly DINK home. Or maybe you saw an online ad at home for a product you'd been looking at from your work computer earlier […]
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Consumer Privacy Attitudes: A 2015 Update
Back in 2013, my colleague Anjali Lai and I wondered how the "summer of Snowden" was affecting consumer attitudes about privacy. So, we fielded a survey and ran some qualitative analysis in our ConsumerVoices Market Research Online Community. A year later, we used that historical data, combined with Consumer Technographics and social listening data to see […]
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Get Your Privacy House In Order, or 2016 Will Hit Your Business Hard
Now that we’re firmly settled in the Age of the Customer, it’s time to take stock of the factors that are really going to drive business success — or failure — over the next few years. At Forrester, we’re betting our hats that privacy will be one a big one. In fact, we think that […]
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