Xiaofeng Wang

Senior Analyst

Forrester Bio

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Highlights Of Another Record-Smashing Singles’ Day

Xiaofeng Wang November 12, 2018

I was in Shanghai last weekend to witness the largest 11/11 in history. Alibaba breaks another record, with 2018 GMV reaching RMB213.5 billion (US$30.8 billion), 27% higher than last year’s RMB168.3 billion ($25.3 billion). I’m excited to share some of the event highlights here: Stay tuned for the post-event report on Singles’ Day 2018.

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What To Expect On Singles' Day 2018

Xiaofeng Wang November 8, 2018

Singles’ Day, the world’s largest online shopping festival, is celebrating its 10th anniversary. There’s no doubt that we will see another record-smashing year, although gross merchandise volume (GMV) will no longer be the highlight. Singles’ Day has always been Alibaba’s testbed for new business models and technologies, and this year is no exception. AI and […]

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Introducing The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018

Xiaofeng Wang November 8, 2018

I am excited to announce the publication of “The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018.” In our first 36-criteria evaluation of marketing measurement and optimization solutions in Asia Pacific (AP), we identified the seven most significant vendors — Analytic Partners, Data2Decisions, Datalicious, Fractal Analytics, Impact, Neustar, and Nielsen — […]

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Nine AI Marketing Use Cases That Have The Potential To Deliver Business Value

Xiaofeng Wang September 25, 2018

The use of artificial intelligence (AI) in specific marketing applications such as programmatic real-time bidding is now commonplace. Although marketing has yet to adopt it more broadly, new use cases are gathering momentum. My latest report, “Leverage AI To Improve Marketing Efficiency,” covers the nine AI marketing use cases that have the potential to deliver […]

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Master The Fundamentals Of Marketing Measurement In Asia

Xiaofeng Wang May 3, 2018

Measuring marketing results or ROI is the No. 1 challenge marketers face in Asia. To tackle this problem, 68% of marketers in Asia plan to invest more in marketing measurement. My latest report, “Master The Fundamentals Of Marketing Measurement,” helps marketers understand the best practices for improving their marketing measurement and the major barriers they […]

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Walled Garden No More: Digital China Goes Global

Xiaofeng Wang April 5, 2018

As China battles the US for global digital leadership, Chinese digital giants like Alibaba and Tencent are taking the first beachhead: Southeast Asia (SEA). My latest report, Walled Garden No More: Digital China Goes Global, tells how China’s global digital expansion is changing the digital ecosystems in SEA and how marketers should prepare for success. […]

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Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

Xiaofeng Wang October 11, 2017

More marketers in Asia Pacific (AP) are investing in an enterprise marketing software suite (EMSS) to better engage empowered customers and drive contextual marketing — but EMSS vendors’ solution availability and localization efforts vary across the region. My recently published report, Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific, helps marketers understand EMSS vendors’ […]

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Marketers In Asia Pacific: What Are Your Top Martech Challenges?

Xiaofeng Wang September 13, 2017

Forrester’s 2017 Asia Pacific Martech Challenges Survey is open, and we’re looking for B2C marketers in the region to provide their perspective. If you’re a marketing leader who is involved in marketing technology (martech) decisions and implementations, please take a moment to complete the survey. Marketers in Asia Pacific are increasing their spending on martech. […]

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Case Study: How To Improve Your Chatbot’s Chance Of Success

Xiaofeng Wang August 1, 2017

Marketing teams are increasingly interested in leveraging branded chatbots, but most struggle to deliver business value. My recently published report, Case Study: Take A Focused And Disciplined Approach To Drive Chatbot Success, shows how OCBC Bank in Singapore is bucking the trend: The bank recently created Emma, a chatbot focused on home loan leads, which […]

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Chatbots Are Transforming Marketing

Xiaofeng Wang May 30, 2017

Marketers’ interest in chatbots is growing rapidly. Globally, 57% of firms that Forrester surveyed are already using chatbots or plan to begin doing so this year. However, marketers struggle to deliver value. My latest report, Chatbots Are Transforming Marketing, shows B2C marketing professionals how to use chatbots for marketing by focusing on the discover, explore, […]

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Engage Customers With Mobile Wallet Marketing

Xiaofeng Wang April 18, 2017

Forrester predicts that the future of mobile wallets will go far beyond mobile payments. In the West, this vision is still a work in progress. However, Chinese digital juggernauts Alipay and WeChat have morphed their mobile wallets into rich customer engagement platforms. My latest report, “Engage Customers With Mobile Wallet Marketing,” tells what global players […]

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Case Study: Increasing Customers’ Loyalty With Social CRM

Xiaofeng Wang January 24, 2017

It’s increasingly challenging for marketers to earn loyalty as empowered consumers become entitled customers with more options than ever before. My latest report, Case Study: Max Factor China Rejuvenates Customers’ Loyalty With Social CRM, tells marketers how to leverage social CRM to define an effective loyalty strategy that spans the entire customer life cycle, across […]

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How Can You Define The Right Social Approach And Tactics In Asia Pacific?

Xiaofeng Wang November 30, 2016

Marketers in Asia Pacific are increasingly investing in social marketing — and they expect great returns on their investments. Our latest report tells how to Understand Social Consumers To Achieve Marketing Success In Asia Pacific and uses Forrester’s Social Technographics® model to better define the right social approach and tactics in the region in three […]

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Call For Marketers In China – Join Forrester’s 2016 Global Mobile Executive Survey

Xiaofeng Wang November 21, 2016

Forrester’s 2016 Global Mobile Executive Survey is open, and we are calling for marketers in China. If you’re a marketer who is involved in mobile consumer initiative in China, please take this opportunity to provide your perspective. My colleagues Julie Ask, Thomas Husson and Jeniffer Wise are collecting responses from marketers in the US and Europe. […]

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What’s New For 2016 Singles’ Day: Live Streaming, VR, And AR

Xiaofeng Wang November 15, 2016

November 11 is Singles’ Day in China — the biggest eCommerce event in the world. This year, Singles’ Day generated almost $18 billion in one day for Alibaba alone. For more results and analysis, see the Quick Take: AR, VR, And Global Brands Help Singles’ Day Surpass $18 Billion In Online Sales report that my […]

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Announcing Forrester’s Latest Wave Evaluation Of Digital Agencies In China

Xiaofeng Wang November 11, 2016

The Forrester Wave™: Digital Agencies In China — Strategy And Execution, Q4 2016 is now live. It’s the second time we have evaluated digital agencies’ capabilities in the Chinese market; we published our first report on the topic in Q1 2015. To reach and engage with more than 700 million online consumers, B2C marketing professionals […]

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Now Accepting Entries For The 2016 Digital Marketing Awards China

Xiaofeng Wang November 3, 2016

2016 is the second year that Forrester is co-sponsoring the Digital Marketing Awards China with the China chapter of the CMO Club. The goal: Inspire Chinese marketers by highlighting innovative approaches to and best practices for digital marketing. We’re now accepting entries online. This is our chance to recognize the very best digital marketing programs […]

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How Are Hotels Embracing Mobile Moments?

Xiaofeng Wang October 31, 2016

Mobile is changing travelers’ behaviors and expectations worldwide, making mobile moments the next battleground for hospitality and travel industry. Following up on my earlier brief for airlines, my latest Brief: Hotels Differentiate With Mobile Moments shows hotel brands how to better embrace mobile moments. Hotel customers’ usage of mobile is increasing rapidly all over the […]

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Traditional Banks Are Catching Up To Third-Party Payment Platforms In China

Xiaofeng Wang June 29, 2016

This is the second year that Forrester has evaluated the mobile banking services in China, and we’ve just published the results in our 2016 China Mobile Banking Functionality Benchmark report. Compared with last year, we found that incumbent banks are close on the heels of top performer Alipay. Mobile banking teams can use these findings to benchmark […]

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How Are Airlines Embracing Mobile Moments?

Xiaofeng Wang June 28, 2016

Mobile is changing travelers’ behaviors and expectations worldwide, making mobile moments the next battleground for airlines. My Brief: Airlines Must Embrace Mobile Moments To Differentiate tells B2C marketing professionals managing airline brands how to better address airline travelers in their most relevant mobile moments. Nobody is more mobile than an airline traveler — from buying […]

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