Luca Paderni

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Q&A With Nigel Vaz, Senior Vice President & European Managing Director, SapientNitro

Luca Paderni April 24, 2015
In less than one week, Forrester's Forum For Marketing Leaders (April 29-30) kicks off in London. In addition to industry thought leaders from the likes of adidas, BBC, Eurostar, and Royal Bank of Scotland, we will be hearing from Nigel Vaz, Senior Vice President & European Managing Director at SapientNitro. During the panel session, "The Future […]
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European Marketers Hone Their Programmatic Buying Skills To Prepare For Growth

Luca Paderni April 20, 2015
  This is a guest post by Samantha Merlivat, a researcher serving B2C Marketing Professionals. Programmatic advertising is revolutionizing the way online display is traded. It is set for high growth in 2015 across all of Europe and is a top item on marketers’ list of tech to investigate this year. After an initial take-up […]
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As Tablet And Video Display Gains Momentum In Europe, Forrester Expects Online Display Revenues To Reach €11.9 Billion In 2019

Luca Paderni October 6, 2014
This is a guest post by Samantha Merlivat, a researcher serving Marketing Leadership professionals. Forrester’s Western European Online Display Advertising Forecast projects that online display advertising spend will rise at a CAGR of 10.3% between 2014 and 2019, jumping from €7.3 billion to €11.9billion. Two factors will account for the double-digit growth rate: Mobile display […]
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Q&A With Amy Nelson-Bennett, CEO And President, Molton Brown Global

Luca Paderni April 30, 2014
  Just three weeks to go before our Forrester's Forum For Marketing Leaders in London kicks off on May 13-14. In addition to industry thought-leaders from William Hill PLC and Intesa Sanpaolo, I am excited we have been able to confirm Amy Nelson-Bennett, CEO and President of Molton Brown Global, the global luxury body & […]
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Q&A With Kristof Fahy, Chief Marketing Officer, William Hill PLC

Luca Paderni April 22, 2014
William Hill PLC, one of the world's leading betting and gaming companies and trusted UK high-street brand, has recently undergone a significant strategy review. The strategic changes came in response to the fact that more and more of its customers want to engage with the company via digital and increasingly also via mobile platforms — which at Forrester […]
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Q&A With Francesca Nieddu, Managing Director, CRM And Sales Planning, Intesa Sanpaolo Group

Luca Paderni April 17, 2014
I have just returned from our Forum For Marketing Leaders in San Francisco, and am now looking forward to being the host at Forrester's Forum For Marketing Leaders in London (May 13-14). Our analysts are excited to share with the European audience our latest Forrester thinking on brand-building in the post-campaign era and how to balance achieving business […]
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Get Ready For The Next Stage Of Online Video Advertising

Luca Paderni December 11, 2013
Guest post by James McDavid Today we’re publishing two reports exploring the current state of online video advertising, one focused on US and Canada and a second on Europe. This is a piece of research Forrester has conducted periodically over the past five years, allowing us to map the growth of the medium as it […]
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How To Make The Most Of Your Investments Across The Marketing Mix

Luca Paderni January 15, 2013
Over the past few years, the rise of the always addressable customer combined with a challenging economic environment and stagnant markets has created a perfect storm — challenging marketers' ingrained assumptions about how to best invest their budgets. And with that comes one major recurring question that senior marketers must face. While simple, it still proves […]
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Q&A With Veronique Tordoff, UK Market Customer Experience Leader, Philips Electronics

Luca Paderni October 31, 2012
Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense competition stretch organizational capabilities to their limits. Enter the customer-obsessed CMO who can transcend the operational status quo and lead a companywide journey to establish new sources of […]
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Time For Marketers To Move To Adaptive Planning?

Luca Paderni August 31, 2011
Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is coming increasingly under strain as the combined effects of the growth of digital marketing platforms and a volatile economy demand marketing plans that deliver […]
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Are Marketing And IT Finally Having A Go At Working Effectively Together?

Luca Paderni July 27, 2011
With the increasing richness and complexity that digital channels and social media bring to the marketing equation, senior marketers increasingly realize that, to be relevant in shaping their brands’ interaction with customers, their teams need to embrace new technologies with the help of the IT group. In my latest joint research effort with my fellow […]
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Highlights From My Latest Report On Loyalty Marketing

Luca Paderni April 5, 2011
We have just published my new report on loyalty marketing: "A New Approach To Brand Loyalty." From the interviews with more than 50 marketing leaders, we have learned that more than 40% of chief marketing officers (CMOs) admit that their brand loyalty programs underperform or produce erratic results, or they simply do not know how […]
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Please Take Our Survey On Loyalty Marketing

Luca Paderni December 13, 2010
Loyalty currently is at the top of my research agenda. Why? I think that marketing organizations have been approaching loyalty with uneven success by adopting established approaches mainly based on points or rewards. Maybe we should look at loyalty from a wider perspective and try to embed it in our efforts to build a better […]
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On Boutiques.com And Why Brands Need A Content Syndication Strategy

Luca Paderni December 1, 2010
Last week, The New York Times broke the news that Google is launching a new eCommerce platform targeting fashion brands: Boutiques.com: http://nyti.ms/9DlCu. (Disclaimer: I worked for four and a half years at Google, but I was not involved in this project.)  The launch pushes the envelope of how technology can help consumers navigate and discover fashion products […]
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What Is A Boomerang?

Luca Paderni November 23, 2010
  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 […]
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