Forrester Research : Analyst

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Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

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Blog: CMO Blog

Tracy Stokes is a principal analyst serving CMOs. She is an expert on building brands through deep consumer understanding. Her research focuses on how to build your brand in a post-digital age.

Previous Work Experience

Tracy has more than 15 years of global consumer marketing experience in the CPG and retail/fashion industries. Prior to Forrester, Tracy led global brand marketing at Timberland, employing a customer-focused approach to rejuvenate the outdoor brand. As a brand marketer at Johnson & Johnson's Neutrogena, she built facial care categories in North America and led strategic brand development in Asia, including launching Neutrogena in China. Tracy began her career as an account manager for a boutique advertising agency in London.

Education

Tracy earned an M.B.A., with a concentration in marketing, from The Marshall School of Business at the University of Southern California. She also holds an M.A. in American studies from Purdue University and a B.A. in American studies from the University of Wales, Aberystwyth.

Research Coverage:

Adaptive Brand Marketing, Emerging Methods, In-store Marketing, Interactive Marketing Strategy and Process, Marketing Communications, Marketing Measurement, Marketing Messaging, Marketing Methods, Marketing Organization & Culture, Marketing ROI, Social Marketing, Social Media Communications

Reports (6)
Charts & Figures (12)

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6 results in Reports

Tracy Stokes
Marketing Measurement

For CMO Professionals
Report:Become Scientific About Marketing Investments And Outcomes
Road Map: The Marketing Mix Optimization Playbook
Tracy StokesJanuary 11, 2013
Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps in effectively allocating marketing budgets across an increasingly fragmented media and...
- Downloads: 295
For CMO Professionals
Report:Predictive Analytics Revolutionize Marketing Mix Planning
Landscape: The Marketing Mix Optimization Playbook
Tracy StokesDecember 21, 2012
Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling can help all...
- Downloads: 608
- Comments: 2
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For CMO Professionals
Report:Benchmark Your Brand Building Capabilities
Benchmarks: The 21st Century Brand Marketing Playbook
Tracy StokesDecember 11, 2012
In 2012, Forrester surveyed marketing leaders to get a pulse on their progress toward successfully building 21st century brands. The results show that marketers are in the early stages of 21st...
- Downloads: 312
For CMO Professionals
Report:The New Layers Of TV Audience Insight
Tracy StokesApril 16, 2012
Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on....
- Downloads: 487
For Marketing Leadership Professionals
Report:CMO Imperatives For 2012
Use Technology To Move From Experimentation To Driving Results
Luca S. Paderni, Mary Beth Kemp, Tracy Stokes, Jeff Ernst, Chris StutzmanJanuary 18, 2012
In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...
- Downloads: 927
- Rating:
For CMO Professionals
Report:Metrics That Matter For B2C Marketers
Tracy StokesJanuary 13, 2012
As the economic malaise lingers on, marketers face increased pressure to prove the value of their marketing programs. And while many CMOs believe that future success will be judged on return on...
- Downloads: 674

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Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

Research Coverage:

Refine your results

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For CMO Professionals

Report:Become Scientific About Marketing Investments And Outcomes

For CMO Professionals

Report:Predictive Analytics Revolutionize Marketing Mix Planning

For CMO Professionals

Report:Benchmark Your Brand Building Capabilities

For CMO Professionals

Report:The New Layers Of TV Audience Insight

For Marketing Leadership Professionals

Report:CMO Imperatives For 2012

For CMO Professionals

Report:Metrics That Matter For B2C Marketers

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