CLIP THIS INQUIRY

Select a group :

Group Name
Create New GroupClip

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 telecommunciations 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 identifiy 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.

Research Coverage:

Business Intelligence, Customer Analytics, Data Management, Database Marketing, Direct Marketing, Information Management, Marketing Measurement, Marketing Organization & Culture, Marketing Organizational Structure, Marketing ROI, Measurement Methods & Techniques, Predictive Analytics

Tina Moffett's Research

  • For Interactive Marketing Professionals

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

    Tina Moffett, Luca S. PaderniMay 21, 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...

    • For Customer Insights Professionals

      Report: Determine The Best Attribution Provider Based On Long-Term Measurement Needs

      Tina MoffettApril 30, 2013

      Customer intelligence (CI) professionals increasingly look to attribution experts for guidance and tools to help calculate true channel and customer purchase path. While there is a broad array o...

      • Downloads: 92

    • For Customer Insights Professionals

      Report: Rethink Existing Approaches To Embed Cross-Channel Attribution

      Tina MoffettFebruary 14, 2013

      Establishing a cross-channel attribution measurement framework requires a tremendous amount of due diligence, planning, and process across the organization. In this report of the cross-channel a...

      • Downloads: 191
      • Rating:

    • For Customer Insights Professionals

      Report: Culture, Data, And Technology Are Key Ingredients For Measurement Success

      Tina Moffett, Dave FranklandJanuary 23, 2013

      A key piece in cross-channel attribution is developing a strategy that outlines where the organization needs to progress to achieve attribution nirvana. To be successful at cross-channel attribu...

      • Downloads: 164
      • Rating:

    • For Customer Insights Professionals

      Report: Are You Ready For Cross-Channel Attribution?

      Tina MoffettNovember 28, 2012

      Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations ...

      • Downloads: 317
    View all of Tina Moffett's Research

    • For Customer Insights Professionals

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

      Tina MoffettApril 30, 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: 659
      • Comments: 1
      • Rating:

    • For Customer Insights Professionals

      Report: Understanding The Cross-Channel Attribution Landscape

      Tina MoffettFebruary 13, 2012

      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: 570

    • For Customer Insights Professionals

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

      Tina MoffettSeptember 20, 2012

      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: 441

    • For Customer Insights Professionals

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

      Tina MoffettSeptember 10, 2012

      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: 342
      • Rating:

    • For Customer Insights Professionals

      Report: Are You Ready For Cross-Channel Attribution?

      Tina MoffettNovember 28, 2012

      Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations ...

      • Downloads: 317
    View all of Tina Moffett's Research

    Tina Moffett's Planned Reports

    May 2013

    Report: Firms Struggle To Demonstrate Attribution Effectiveness

    View All Tina Moffett's Planned Reports

    Clients who work with Tina Moffett also work with:

    Srividya Sridharan

    Customer Insights

    Susan Huynh

    Customer Insights

    Carlton A. Doty

    Customer Insights

    Jill Chiara

    Customer Insights

    Robert Brosnan

    Customer Insights

    Fatemeh Khatibloo

    Customer Insights

    Lindsey Colella

    Customer Insights

    Roxana Strohmenger

    Customer Insights

    Grey Held

    Customer Insights

    View all related Analysts

    Recent Media Citations

     
    Loading...

    Browse

    About Forrester

    Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

    Roles We Serve

    Forrester supports leaders in 13 roles across three distinct client segments: Business Technology, Marketing & Strategy, and Technology Industry.

    Analysts & Coverage Areas

    Aligned to your professional role, Forrester's analysts are experts in the specific technologies, issues, and trends currently impacting your business.

    Research
    Latest Reports
    Playbooks
    Charts & Figures
    Forrester Waves
    Planned Research
    Data
    Consumer Data
    Business Data
    Events
    Forums
    Webinars
    Workshops
    Tools & Templates
    Vendor Selection Aids
    Best Practice & Self-Assessments
    Models & Calculators
    Document Templates

    Forrester Leadership Boards

    Fresh thinking and collaborative problem-solving through an unmatched combination of peer networking, forward-looking analysis, and professional guidance.

    Consulting

    Our expert analysts provide custom research-based frameworks to guide you through each phase of your critical business initiatives from identifying opportunity to optimizing results.

    Community

    Connect with peers and analysts, share your views, and ask questions on key business issues.

    Blog

    Forrester analysts weigh in on the latest business and technology news.

    • BROWSE
    • Register
    • Call +1 617.613.5730
    • Cart