Jim Nail

Principal Analyst serving Marketing Leadership PROFESSIONALS

Jim Nail is a principal analyst at Forrester Research serving marketing leaders and leads Forrester's coverage of online video, the evolution of television advertising, the digital transformation of advertising agencies, and marketing optimization. In his 30-year marketing career, Jim has been at the forefront of applying new technology-enabled strategies to marketing. He was an early pioneer of online advertising, joining AdSmart, a startup online ad-serving technology firm, in 1995.

Jim was a senior analyst at Forrester from 1997 to 2005, advising clients on how to deploy online advertising, email marketing, marketing measurement, and word-of-mouth marketing to improve marketing effectiveness. Before returning to Forrester in 2012, Jim served as chief marketing officer of social media listening platform company Cymfony, pioneering the use of social media as a consumer insight and brand-tracking tool.

Previous Work Experience

Jim has served as a board member of the Word of Mouth Marketing Association, where he chaired the ethics subcommittee. He has spoken at major industry conferences, including AdTech, Advertising Research Foundation, the Association of National Advertisers, and the American Association of Advertising Agencies.


Jim has a B.A. degree from Williams College.

Jim Nail's Research

  • For Marketing Leadership Professionals

    Report: Focus On People, Processes, And Technology To Achieve Mix Optimization Mastery

    Marketing mix optimization (MMO) is a complex endeavor, requiring a fundamental shift in decision-making and marketing measurement processes. To successfully effect this change and really unders...

    • Downloads: 563
  • For Marketing Leadership Professionals

    Report: Extract Business Value From Your Mix Model

    USAA, a large financial services firm, has successfully leveraged marketing mix optimization to uncover the strategic drivers of the business. The insights helped USAA recalibrate marketing and ...

    • Downloads: 119
  • For Marketing Leadership Professionals

    Report: How Software Is Eating Video Ads And, Soon, TV

    Programmatic buying has swept the display advertising world and is making rapid inroads into video inventory. As this software-powered and automated approach to media buying becomes more common ...

    • Downloads: 243
    • Comments: 1
  • For Marketing Leadership Professionals

    Report: Marketers: Don't Worry About Cord-Cutting

    With the rise of over-the-top video services, there has been much speculation that consumers will cancel their cable or satellite subscriptions — or "cut the cord" — to watch all the...

    • Downloads: 164
  • For Marketing Leadership Professionals

    Report: Quick Take: What's Behind The Unlikely Charter Communications/Time Warner Marriage Proposal

    Charter Communications' David-and-Goliath-like pursuit of Time Warner Cable (TWC) is the harbinger of a wave of consolidation in the cable industry. Changes in technology and the competitive lan...

    • Downloads: 59
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