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.

Education

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

Jim Nail's Research

  • For Marketing Leadership Professionals

    Report: Mix Optimization Takes Over Planning

    The marketing mix optimization playbook has charted a course toward a data-driven, scientific approach to marketing, supported by more-fluid adaptive processes, that addresses consumers at each ...

    • Downloads: 142
  • For Marketing Leadership Professionals

    Report: Quick Take: Aereo Loses As TV Incumbents And Content Owners Breath A Temporary Sigh Of Relief

    As Internet streaming of video and TV programming continues to boom, fragmenting audiences across ever more devices, channels, and sources, the bulk of viewing remains via traditional broadcast ...

    • Downloads: 54
  • For Marketing Leadership Professionals

    Report: Media Buying's Evolution Challenges Marketers

    The rise of digital media and the increasing use of new, automated, impression-by-impression platforms for planning, buying, and measuring all forms of media have upended traditional marketing a...

    • Downloads: 239
  • For Marketing Leadership Professionals

    Report: Quick Take: AT&T Buys DirecTV To Launch Its Digital Platform Ambitions

    AT&T is buying satellite TV provider DirecTV for $49 billion. But there is more to the deal than the classic case of maturing businesses seeking efficiency and revenue growth through consolidati...

    • Downloads: 94
  • For Marketing Leadership Professionals

    Report: Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

    The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute addr...

    • Downloads: 148
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