Ryan Skinner

Principal Analyst

Forrester Bio

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Another CMP Gets Swallowed Up (Percolate, By Seismic), And What It Means To You

Ryan Skinner November 6, 2019
Sales enablement automation (SEA) vendor Seismic announced its acquisition of content marketing platform (CMP) Percolate yesterday at its annual customer event, Seismic Shift. The San Diego-based unicorn adds 50 engineers to the business, increases its presence in New York City, and expands its footprints in Denver and San Francisco. The acquisition improves Seismic’s position with […]
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The Last-Minute Holiday Media Plan Recipe

Ryan Skinner October 28, 2019
Help influencers help you this holiday season.
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The State Of Influencer Marketing: Growing

Ryan Skinner August 22, 2019
For all the dramatic headlines about influencers, our research states that they’re capturing steadily larger proportions of marketing budget. For our latest report, we interviewed more than 30 enterprise marketers who are responsible for their brand’s influencer marketing. And the data shows: Investments continue to rise, and marketers’ budgets for influencer marketing are growing in […]
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Agile Marketing: It’s About Purpose, Then Process

Ryan Skinner July 11, 2019
When good marketing strategies go bad, traditional marketing teams may miss the signals. Read why agile can be the solution.
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Harry’s Acquisition Reaffirms It: Brand-Building’s In A Generational Shift

Ryan Skinner May 20, 2019
Like fading celebrities, brand owners fear one thing most of all: irrelevance. “I think my mom/dad/grandma/grandpa uses them.” The horror. Edgewell Personal Care’s most recent annual report is all about that horror. In so many words, it acknowledges that its primary men’s grooming brands — Schick and Wilkinson Sword razors, among others — are grandpa […]
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Introducing The Forrester Wave™: Content Marketing Platforms For B2C Marketers, Q2 2019

Ryan Skinner May 6, 2019
“The Forrester Wave™: Content Marketing Platforms for B2C Marketers, Q2 2019” is live! In this year’s 30-criteria evaluation, we assessed and scored the nine most significant vendors: Bloomreach, Contently, NewsCred, Opal, Percolate, ScribbleLive, Sitecore, Skyword, and Sprinklr. We looked at their current offering, their strategy, and current market presence. The report shows how each provider […]
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Incumbent Brands Need A DTC Strategic Plan

Ryan Skinner March 27, 2019
Direct-to-consumer brands (DTC) are making a splash — for example, Glossier and Rent the Runway just reached unicorn status (a valuation of $1 billion or more) last week. What does this mean for incumbent brands? We’ll be unpacking the DTC trend and its repercussions next week at Forrester’s Consumer Marketing 2019 Forum in New York […]
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The Watershed Of Digital-First Consumer Behavior

Ryan Skinner January 18, 2019
Zoom back 10 or even five years ago, and consumers would tell Forrester, “Yes, I use digital channels, but more often than not, I discover, research, or purchase a product offline.” You saw that product on TV, or when looking at a supermarket shelf, or talking to a friend. And imagine buying a sofa online […]
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Have A Very Merry, X-Function-Erry Xmas!

Ryan Skinner October 26, 2018
This blog post is part of Forrester’s Holiday 2018 retail series. It’s late October, which means one thing as a consumer: You’re going to start hearing Nat King Cole, Brenda Lee, and Bing Crosby a lot more whenever you’re shopping. For most marketers, it just means: Whatever you were going to do for Xmas, it’s already […]
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Announcing The First Forrester New Wave™ Evaluation Of Influencer Marketing Solutions

Ryan Skinner October 25, 2018
What bubble? The size of the influencer market on Instagram alone is set to grow $2.38 billion next year. Accordingly, our Forrester Analytics data shows that 75% of marketers have already implemented or are planning to implement a solution to manage this market in 2018, and seventeen percent of B2C marketers consider influencers one of […]
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Loss Of Privacy’s A Humanity Tax

Ryan Skinner July 19, 2018
People are pragmatic, and they predictably think they’re rational — which is great. It’s been reported pretty extensively that the Russian government interfered in the last US presidential election. It’s not a stretch to say that most Trump voters would acknowledge Russian interference as a fact. It’s also unlikely any of them would acknowledge that Russian […]
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Loss Of Privacy's A Humanity Tax

Ryan Skinner July 19, 2018
People are pragmatic, and they predictably think they’re rational — which is great. It’s been reported pretty extensively that the Russian government interfered in the last US presidential election. It’s not a stretch to say that most Trump voters would acknowledge Russian interference as a fact. It’s also unlikely any of them would acknowledge that Russian […]
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Content Marketing In Three Pictures

Ryan Skinner July 19, 2018
We’ve officially retired our content marketing playbook. We’re still doing research on content and content strategy, but — as we said about two years ago — the utility of talking about “content marketing” just isn’t there anymore.
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Let's Talk Omnichannel Content At OmnichannelX

Ryan Skinner June 26, 2018
Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]
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Let’s Talk Omnichannel Content At OmnichannelX

Ryan Skinner June 26, 2018
Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]
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Investment Companies’ Content Fails To Inspire Trust

Ryan Skinner March 21, 2018
If there’s any industry whose content should inspire trust, it’s that of the investment and wealth management industry. They’re asking consumers to entrust their nest eggs with them. And there are lots of eggs. PwC forecast that the mass affluent segment alone would put up to $10 trillion under management by 2020. Our analysis of […]
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ASOS Uses Machine Learning To Understand Customer Value

Ryan Skinner February 8, 2018
Customer Lifetime Value (CLTV) is a big deal, and particularly in online clothing retail, where free delivery and returns means retailers may spend more on their worst customers’ postage than those customers spend on stuff. Last year, ASOS – the UK-based retailer – announced a potentially significant improvement in how it calculates and applies CLTV […]
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Dead Brands And Living Brands

Ryan Skinner January 30, 2018
MIT Media Labs may have helped put a fork in the monolithic approach to branding in 2011. Today great brands are less recognizable by a particular color palette than by a tonal, or spiritual, or conceptual ‘je ne sais quoi’ that breathes through everything it does. You know it’s Patagonia without seeing the logo. Or […]
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Two Minutes of Advice for B2B Marketers On Content Marketing Platforms

Ryan Skinner December 1, 2017
In April 2017, I completed a Wave report on content marketing platforms (CMPs) – specifically, Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Skyword, Spredfast, and Sprinklr – for B2C marketers. B2B marketers asked: What about us? Which platform suits B2B content marketing best? The same ones that suit B2C content marketing? What makes them different? Will […]
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The Allure of Small

Ryan Skinner September 14, 2017
I’ve always been drawn to small. I suspect it’s because I started out small. Not in the “all-babies-start-out-small-duh-forrester-analyst” way, but in the “this-kid-is-undersized-for-his-age-what’s-wrong-with-him” way. A late growth spurt made all that go away, but it left me with a lingering fondness for smallness. Small can be good. But is small, good, in marketing? The activist […]
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