Tina Moffett

Analyst serving Customer Insights PROFESSIONALS

Tina serves Customer Insights Professionals, focusing on consumer marketing measurement and analytics. Her research agenda focuses on attribution, marketing mix modeling, metrics and measurement development and analysis, ROI measurement and impact, and dashboards and reporting.

Previous Work Experience

Tina has eight years' experience in consumer and marketing measurement and advanced analytics in a client role and consulting capacity. Most recently, she managed measurement and analytics efforts for a major telecommunications client while at a major digital agency. Prior to that, she worked at GE Retail Consumer Finance in the credit card division, building predictive models to help identify profitable credit card customers for its retail partners. She also held several roles in marketing consulting firms, advising companies on how to effectively build and manage their analytics and measurement efforts.

Education

Tina holds a B.A. in economic theory and English from Assumption College and a master's degree in economics from Southern Methodist University.

Tina Moffett's Research

  • 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 Customer Insights Professionals

    Report: B2B Measurement Needs A Reboot

    Business-to-business (B2B) organizations struggle to provide a holistic measurement framework. B2B customer insights (CI) professionals must constantly deal with siloed, incomplete measurement o...

    • Downloads: 167
    • Rating:
  • For Customer Insights Professionals

    Report: Quick Take: Google Attribution Improves, But Not Enough

    Forrester recently attended the 2013 Google Analytics Summit (GA Summit) in Mountain View, California. Following the August announcement of its new Data-Driven Attribution (DDA) tool, Google too...

    • Downloads: 192
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  • For Customer Insights Professionals

    Report: Consumer Insights Professionals Must Demonstrate Attribution Success

    The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't through recalculating key performance indicators (KPIs) in a more accurat...

    • Downloads: 316
  • For Interactive Marketing Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-ti...

    • Downloads: 779
    • Rating:
  • For Interactive Marketing Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-ti...

    • Downloads: 779
    • Rating:
  • For Customer Insights Professionals

    Report: The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012

    In Forrester's 67-criteria evaluation of cross-channel attribution vendors, we found that Visual IQ led the pack because of its expertise in cross-channel attribution methodology, reporting, and...

    • Downloads: 836
  • For Customer Insights Professionals

    Report: Cross-Channel Attribution Puts The Science In Marketing Measurement

    Traditional campaign measurement focuses on simple, one-sided metrics, often giving credit to the last interaction an organization had with a customer and delivering an incomplete view of market...

    • Downloads: 546
    • Rating:
  • For Customer Insights Professionals

    Report: Cross-Channel Attribution Presents A Clear Path To Marketing ROI

    Today's customers interact with brands via a wide variety of touchpoints and at different stages of the brand life cycle. But companies measure campaign success using last-touch methods that fai...

    • Downloads: 657
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  • For Customer Insights Professionals

    Report: Understanding The Cross-Channel Attribution Landscape

    Customer intelligence (CI) professionals are eager to develop a fully integrated cross-channel attribution strategy as a critical first step to optimizing marketing budgets and plans. However, t...

    • Downloads: 613
View all of Tina Moffett's Research

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