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 Customer Insights Professionals

    Report: Embrace Cross-Channel Attribution As The New Marketing Measurement Standard

    Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices...

    • Downloads: 712
  • For Customer Insights Professionals

    Report: Forrester's Attribution ROI Calculator

    Cross-channel attribution measurement accurately allocates credit across different marketing tactics and media assets, resulting in quantifying the customer purchase path. This toolkit, part of ...

    • Downloads: 24
  • For Customer Insights Professionals

    Report: Measure The Impact Of Cross-Channel Attribution

    Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution meas...

    • Downloads: 194
  • For Marketing Leadership Professionals

    Report: Quick Take: AOL Acquires Convertro, Adding Attribution To Its Ad Tech Stack

    On May 6, 2014, AOL announced its acquisition of attribution vendor Convertro for a reported $101 million dollars. This move is in keeping with the company's ongoing commitment to investing in t...

    • Downloads: 65
  • For Customer Insights Professionals

    Report: Quick Take: Google Acquires Adometry

    On May 6, 2014, Google announced its intent to acquire Adometry, a software-as-a-service (SaaS) cross-channel attribution provider focused on providing deeper insights to marketing and media per...

    • Downloads: 137
  • 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: 878
  • 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: 871
  • For Customer Insights Professionals

    Report: Embrace Cross-Channel Attribution As The New Marketing Measurement Standard

    Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices...

    • Downloads: 712
  • 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: 701
  • 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: 619
View all of Tina Moffett's Research

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