TJ Keitt

Senior Analyst serving Customer Experience PROFESSIONALS

TJ serves Customer Experience Professionals. His research focuses on the business of collaboration software, which includes adoption, business models, pricing, and positioning, and how information workers affect the adoption and deployment of collaboration software within their business. His research of the collaboration space also deals with how these technologies are applied to facilitate interactions between companies — vendor to partner, vendor to supplier, vendor to customer — for purposes of marketing, product development, and innovation. In addition, TJ researches serious gaming, which is the use of games and gaming dynamics for business or educational purposes and the use of virtual worlds for collaboration and training. His work helps professionals understand the technology and demographic trends that are affecting the markets they serve and provides guidance on how best to position their products to meet these challenges. TJ has been cited in ComputerWorld and the Financial Times.

Previous Work Experience

Prior to joining Forrester, TJ was an analyst at a new product development firm, conducting voice of the customer and litigation-related market research for technology and other firms.

Education

TJ has a B.S. in public relations and an M.S. in applied communication research from Boston University.

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144 results in Reports

  • Marketing Measurement
  • For Marketing Leadership Professionals

    Report:Apply Best Practices To Your Email Marketing

    Processes: The Email Marketing Playbook

    This report highlights key processes that constitute best practices for interactive marketers whose responsibilities include email marketing. In an FAQ format, we address long-standing issues such as...

    • Downloads: 1337
  • For Customer Insights Professionals

    Report:Quick Take: Google Acquires Adometry

    Google Acknowledges The Significance Of Measuring The Customer Purchase Path

    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...

    • Downloads: 136
  • For CMO Professionals

    Report:B2B Marketing's Big Data Destiny

    How To Make Business Buyer Data Actionable

    Business-to-business (B2B) CMOs who make business decisions based on internal data, with all of its imperfections and gaps, risk the same fate as hikers who head off into the wilderness without a...

    • Downloads: 323
  • For Marketing Leadership Professionals

    Report:Establish A Baseline For Mobile KPIs

    Benchmarks: The Mobile Marketing Playbook

    Marketers continue to advance from being mobile novices to approaching mobile strategically. With this maturity comes the responsibility to prove the success of mobile programs. However, in a rapidly...

    • Downloads: 323
  • For Interactive Marketing Professionals

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

    The Nine Providers That Matter Most And How They Stack Up

    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-time,...

    • Downloads: 869
  • For Marketing Leadership Professionals

    Report:Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution

    Tools And Technology: The Content Marketing Playbook

    Content marketing has rapidly gained marketers' attention as a new way to build deeper relationships with customers. But marketers' ability to sustain a meaningful content marketing strategy rests on...

    • Downloads: 284
  • 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: 23
  • For CMO Professionals

    Report:Customer Life-Cycle Marketing Demands New Metrics

    Performance Management: The Customer Life-Cycle Marketing Playbook

    To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer life...

    • Downloads: 1553
  • For CMO Professionals

    Report:Brief: Redesign B2B Dashboards Around Customers To Deliver Actionable Insights

    Most B2B marketers rely on static slide decks and tedious spreadsheets to demonstrate the impact of their marketing spend. Yet they are being held to higher expectations regarding ROI and faster...

    • Downloads: 309
  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Teams' Two Paths To Cross-Channel Measurement Success

    In The Long Term, Cross-Channel Measurement Is An Enterprisewide Concern, But In The Near Term, eBusiness Must Act Now

    eBusiness and channel strategy professionals have a lot on their plates these days: Consumers are moving across channels for sales and service, spanning digital touchpoints like Twitter and public...

    • Downloads: 313
  • For Marketing Leadership Professionals

    Report:The ROI Of "Owner" Communities

    A Tool To Help Tech Marketers Uncover The Economic Value Of Their Communities

    Two of the most common questions we receive from B2B marketers are "How do I know if it's worth having a community?" and "How can I prove to my executives that my community is worth their...

    • Downloads: 372
  • For Customer Insights Professionals

    Report:Lead-To-Revenue Management Benefits Realization Plan

    This toolkit is a companion to "Plan, Don't Hope, For Lead-To-Revenue Benefits," the performance management report of the lead-to-revenue playbook. In that report, we introduced three techniques that...

    • Downloads: 13
  • For CMO Professionals

    Report:Measuring The Impact Of Branded Content

    Read this report if you want to understand how to measure the effectiveness of a branded content strategy along the stages of the customer life cycle. This report will help you define the most...

    • Downloads: 770
  • For Marketing Leadership Professionals

    Report:Evaluate Your Marketing Optimization Initiative

    Benchmarks: The Marketing Mix Optimization Playbook

    Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

    • Downloads: 386
  • For Customer Insights Professionals

    Report:Ten Steps To Successful Social Intelligence Measurement

    Performance Management: The Social Intelligence Playbook

    Social media — with its seemingly nebulous returns, such as "engagement" and "advocacy" — often baffles customer intelligence (CI) professionals trying to measure and optimize their...

    • Downloads: 675
  • For Marketing Leadership Professionals

    Report:In-Stream Audio Advertising

    Expand Your Buys, Extend Your Reach, And Get Advertising Traction On Mobile

    In-stream audio is an attractive medium, as it offers a unique user experience supported by targeted reach and guaranteed impressions to support brand goals. In-stream audio advertising is a...

    • Downloads: 278
  • For Marketing Leadership Professionals

    Report:Benchmark B2B Social Marketing Efforts

    Business-to-business (B2B) marketers have fully embraced social tactics to help them meet their reach, depth, and relationship objectives. What they don't know is whether their adoption of social...

    • Downloads: 379
  • For Customer Insights Professionals

    Report:Just Add Collaboration: All Functions Required For Successful Implementation

    Organization: The Cross-Channel Attribution Playbook

    This report, part of the cross-channel attribution playbook, is designed to help firms plan and coordinate activities across roles and functions and to clarify task responsibilities in successfully...

    • Downloads: 262
  • For Customer Insights Professionals

    Report:The State Of Loyalty Programs 2013

    Benchmarks: The Customer Loyalty Playbook

    Forrester recently surveyed 50 loyalty program marketers about their loyalty program strategies in an effort to understand the size, structure, and performance of their programs. This report in the...

    • Downloads: 1701
  • For Customer Insights Professionals

    Report:Drive Continuous Improvement With A Holistic Measurement System

    Continuous Improvement: The Lead-To-Revenue Playbook

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing's activities (and budget) to the result of revenue generation. But creating a system for sustained,...

    • Downloads: 512
  • For Marketing Leadership Professionals

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

    AOL Leapfrogs Competitors To Deliver Marketers' Holy Grail

    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...

    • Downloads: 62
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Key Metrics And Initiatives

    eCommerce continues to grow at a rapid pace; on average, the retailers surveyed for Forrester and Shop.org's annual The State of Retailing Online study experienced 28% growth in sales in 2012 over...

    • Downloads: 1455
  • For Customer Insights Professionals

    Report:How To Make Social Media Data Actionable

    Processes: The Social Intelligence Playbook

    Social media provides customer intelligence (CI) professionals with a wealth of customer data. But every piece of valuable insight is surrounded by noise. Cutting through that noise and getting to...

    • Downloads: 2306
  • For CMO Professionals

    Report:Emerging Technologies CMOs Should Watch: Q3 2011

    Four Technologies For Engaging Customers With Content

    CMOs need to keep an eye on emerging technologies that have the potential to drive improvements in customer engagement. This second in a series of reports on emerging technologies explores tools and...

    • Downloads: 824
  • For Sales Enablement Professionals

    Report:B2B Marketing Tactics: Learning From Other Verticals

    In Forrester's report, "Marketing Tactics Of Top Tech Performers," we analyzed how top-performing tech companies apply various marketing tactics and metrics, and their resultant effectiveness. In...

    • Downloads: 424