Cole Walsh

Cole Walsh

Cole is a researcher serving B2C marketing professionals and CMOs. He collaborates closely with analysts to help marketers make strategic decisions pertaining to customer loyalty, mobile marketing, and marketing technology.

Cole was previously a research associate on the B2C marketing team, supporting research on marketing technology, consumer privacy, performance media, mobile engagement, and customer loyalty. Before joining Forrester, Cole worked in research psychology, specializing in human cognitive development across the lifespan. His research has been published in several academic journals.

Cole holds a BA in English and psychology from Colby College.

January 9, 2023 Create More Relevance for Loyal Customers With Zero-Party Data

Loyal customers expect brands to treat them differently than the average customer. Forrester’s Consumer Benchmark Survey, 2022, shows that 50 percent of U.S. online adults who belong to a loyalty program(s) say they join to get messages, offers or promotions that are more relevant to them. However, today’s marketers struggle to deliver on that expectation.…