Stephanie Liu

The COVID-19 pandemic has put a major dent in our mobile lifestyles. But even as many of us shelter in place or stay at home, our smartphones are still with us, offering a necessary link to the outside world. In a typical morning, you can probably expect to receive messages from family members and friends […]

Wouldn’t it be great if marketers had a tool that let them plan, manage, and execute marketing activities? I hear this from B2C marketers looking to streamline creative production processes or coordinate campaigns across teams. Thankfully, there’s an entire category of tools that do just that: marketing resource management (MRM). As I explained a few […]

In my four years at Forrester, I’ve crossed paths with a lot of three-letter technologies: CDP, DMP, OTT, ITP, and ETP . . . the list goes on. But MRM, or marketing resource management, has a unique challenge amid this alphabet soup: Marketers rarely call it by its name. Instead, when we speak to marketers, […]

Do you work with marketing resource management (MRM) or mobile engagement automation (MEA) tools? If yes, I want to hear from you! I’m Steph, the newest member of Forrester’s B2C martech research team. I’ve been at Forrester for four years, first as a research associate and most recently as a researcher on the B2C marketing […]