Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

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.

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39 results in Reports

  • Tracy Stokes
  • For CMO Professionals

    Report:The Role Of Digital In The Path To Purchase

    New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

    CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

    • Downloads: 1526
  • For CMO Professionals

    Report:How Social Media Is Changing Brand Building

    Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of...

    • Downloads: 1672
  • For CMO Professionals

    Report:Shopper Marketing Breaks Out Of The Store

    Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

    Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

    • Downloads: 1003
  • For CMO Professionals

    Report:How To Build Your Brand With Branded Content

    Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

    • Downloads: 918
  • For CMO Professionals

    Report:Marketing Budgets For 2012 Expose A Fear Of Commitment

    Digital Media Spending Surpasses That Of Traditional Media, But Marketers Wait To Commit Spend

    As the economic recession lingers on, marketers remain cautious. Forecasts show that budgets are on the rise, but marketers are reluctant to commit. A more pragmatic marketer is emerging who wants...

    • Downloads: 900
  • For Marketing Leadership Professionals

    Report:CMO Imperatives For 2012

    Use Technology To Move From Experimentation To Driving Results

    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: 987
  • For CMO Professionals

    Report:Engage Women With Personal And Relevant Social Interactions

    Women have the potential to drive a brand's reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social...

    • Downloads: 852
  • For CMO Professionals

    Report:Why Marketers Must Integrate TV And Video Strategies

    In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

    • Downloads: 868
  • For CMO Professionals

    Report:Metrics That Matter For B2C Marketers

    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: 772
  • For CMO Professionals

    Report:TechRadar™ For CMO & Marketing Leadership Professionals: Shopper Marketing, Q2 2012

    Which Digital Shopper Marketing Tools To Invest In And Why

    Forrester's TechRadar methodology provides a framework to aid decision-makers in prioritizing investments and tools related to their discipline — in this case, shopper marketing. Consumers are...

    • Downloads: 711
  • For CMO Professionals

    Report:Traditional Paid Media Must Fuel Earned Media Efforts

    Offline And Online Paid Media Placements Will Drive Earned Media Success

    Earned media is exploding. Born from traditional public relations (PR), its rapid adoption by marketers is being driven by new opportunities to drive word of mouth through social media. But earned...

    • Downloads: 727
  • For CMO Professionals

    Report:Four Steps To Build Your Brand Experience

    Road Map: The 21st Century Brand Marketing Playbook

    Once the brand has its strategic bearings laid out — the North Star, the experience map, and its brand compass — it's time to cast off and start thinking about how to plan for the brand...

    • Downloads: 671
  • For CMO Professionals

    Report:Navigate To A 21st Century Brand With The TRUE Brand Compass

    Landscape: The 21st Century Brand Marketing Playbook

    Technology-empowered consumers today have access to more information on brands than ever before and demand more of these brands. In turn, chief marketing officers (CMOs) are challenged to understand...

    • Downloads: 503
  • For CMO Professionals

    Report:Invest In The Brand Building Experience

    Business Case: The 21st Century Brand Marketing Playbook

    In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders still need to convince their C-suite...

    • Downloads: 576
  • For CMO Professionals

    Report:The Fall 2011 TV Advertising Upfronts Preview The Convergence Of TV And Digital

    The death knell of TV advertising's rule over the marketing landscape has often been rung as digital media's reach, effectiveness, and measurability have grown. But the fall 2011 TV upfronts indicate...

    • Downloads: 577
  • For CMO Professionals

    Report:How To Build Your Brand With Generation Z

    Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...

    • Downloads: 562
  • For CMO Professionals

    Report:The New Layers Of TV Audience Insight

    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: 573
  • For CMO Professionals

    Report:Brand Health Measurement Is Ripe For Digital Disruption

    Tools And Technology: The 21st Century Brand Marketing Playbook

    Chief marketing officers (CMOs) have long turned to brand health measurement to keep a pulse on how the marketplace perceives their brand. But how relevant are these traditionally slow-moving and...

    • Downloads: 472
  • For CMO Professionals

    Report:Benchmark Your Brand Building Capabilities

    Benchmarks: The 21st Century Brand Marketing Playbook

    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: 495
  • For CMO Professionals

    Report:Evaluate Your Brand Building Capabilities

    Assessment: The 21st Century Brand Marketing Playbook

    Today's digitally empowered consumers have more opportunities than ever to voice their wants, needs, and expectations, forcing marketers to rethink the way they build successful brands. This report...

    • Downloads: 468
  • For CMO Professionals

    Report:Digital Remakes Out-Of-Home Advertising

    A Traditional Channel Gets An Interactive "In Person" Makeover

    Adding digital to traditional out-of-home has transformed a stagnant medium into a fast-growing channel with significant upside for marketers as small screens grow ever-more cluttered. The landscape...

    • Downloads: 440
  • For CMO Professionals

    Report:Create A Connected Communications Plan For The Post-Digital Era

    Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this...

    • Downloads: 419
  • For CMO Professionals

    Report:How To Build Your Brand Through Customer Experience

    Forrester's consumer research confirms the strong relationship between the quality of a brand's customer experience and loyalty measures like willingness to consider the brand for repeat purchase and...

    • Downloads: 415
  • For CMO Professionals

    Report:How Green Does Your Brand Need To Be?

    A Road Map To Making Your Brand Greener

    Marketing leaders navigate a risk-reward tightrope as consumer demand for environmentally responsible, or green, products grows and competition for such marketing offers heats up amid increased...

    • Downloads: 378
  • For CMO Professionals

    Report:Financial Service Brands Fail To Earn TRUE Consumer Trust

    Technographics® TRUE Brand Compass: Financial Services

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all industries now have a steeper hill to climb to earn brand preference, referral, and...

    • Downloads: 362