Forrester Research, a technology and market research firm, has appointed a new e-mail analyst, Julie Katz.
Katz replaces veteran analyst Shar VanBoskirk, who has been promoted to
principal analyst
, where she will focus on a wider range of interactive marketing activities. Prior to this appointment, Katz worked as a researcher for Forrester’s marketing team for three years and has a strong background in working with data.
“I think, because e-mail issues contain so much data, you have to have a real understanding of how data comes together to research e-mail,” Katz said.
Katz hopes to explore the e-mail channel and its potential integration with other channels.
“There are many unexplored opportunities in e-mail for marketers, including the integration with mobile and social media, and I look forward to being a part of this,” she added.
Forrester’s upcoming e-mail research will also focus on more analytics research and on the global reach of e-mail.
Prior to her work with Forrester, Katz worked for a national non-profit and also worked as a fundraiser for The Jimmy Fund cancer research charity.
As 2008 rounds the corner, Katz will be immersing herself in the new e-mail channel, with the Forrester Wave Report on e-mail due out later this week.
“My goals are to learn as much as I can about e-mail and to see how e-mail can integrate with other channels for an overall marketing program,” Katz added. “Even if it is not the flashiest newest channel, e-mail is still a very viable channel for marketers.”
