TJ Keitt

Senior Analyst serving CIOs

TJ serves CIO 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.


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

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143 results in Reports

  • Marketing Measurement
  • For eBusiness & Channel Strategy Professionals

    Report:2013 Mobile Trends For eBusiness Professionals

    Landscape: The Mobile eBusiness Playbook

    With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

    • Downloads: 1097
    • Rating:
  • For Marketing Leadership Professionals

    Report:The Digital Media Buying Maturity Framework

    Assessment: The Digital Media Buying Playbook

    Marketers fall into four categories of digital media buying maturity, based on their strength across their organization, planning and execution, measurement, and technology. This report of the...

    • Downloads: 450
    • Rating:
  • For Customer Insights Professionals

    Report:Business Metrics That Market Insights Teams Should Start Tracking Now

    The Most Important Metrics And How To Use Them To Show The Value-Add Of Market Insights

    Market insights professionals can potentially track hundreds of metrics, but which ones are the most important and will provide the best visibility into the health of the business? In this report,...

    • Downloads: 428
  • For Marketing Leadership Professionals

    Report:Accelerate Your Social Maturity

    Assessment: The Social Marketing Playbook

    Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make...

    • Downloads: 2188
  • For Marketing Leadership Professionals

    Report:Value Your Subscribers More Accurately

    Performance Management: The Email Marketing Playbook

    This report, part of the email marketing playbook, provides interactive marketers with advice on email marketing performance management, with a focus specifically on list maintenance. We've outlined...

    • Downloads: 706
  • For CMO Professionals

    Report:Marketing And IT Must Align For Business Success

    Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

    Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This...

    • Downloads: 542
  • For Marketing Leadership Professionals

    Report:Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

    Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey...

    • Downloads: 486
  • 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: 235
    • Rating:
  • For CMO Professionals

    Report:TV And Video Advertising Is On The Upswing In 2012

    Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

    • Downloads: 827
    • Rating:
  • For CMO Professionals

    Report:The Shifting Role Of GRPs In Media Buying

    Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video

    Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned,...

    • Downloads: 365
  • For CMO Professionals

    Report:Measure And Manage Brand Health

    Continuous Improvement: The 21st Century Brand Marketing Playbook

    Managing brand health has become more complicated as the expansion of marketing, sales, and service channels creates a vast array of consumer data that can be used for analysis in the 21st century....

    • Downloads: 610
  • For Customer Insights Professionals

    Report:The Keys To A Social Intelligence Command Center

    Continuous Improvement: The Social Intelligence Playbook

    If you represent a large consumer brand, consider a social intelligence command center — a dedicated resource for listening to the groundswell. A command center like this can improve your...

    • Downloads: 1518
  • 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: 247
  • For Marketing Leadership Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are becoming ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a...

    • Downloads: 382
    • Rating:
  • For Marketing Leadership Professionals

    Report:Getting The Green Light For Marketing Mix Optimization

    Business Case: The Marketing Mix Optimization Playbook

    Marketers must update traditional media mix models to incorporate fast-emerging channels such as social and mobile. But, to make sure the marketing plans reflect the insights from more sophisticated...

    • Downloads: 544
    • Rating:
  • For Customer Insights Professionals

    Report:Are You Ready For Cross-Channel Attribution?

    Assessment: The Cross-Channel Attribution Playbook

    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 must...

    • Downloads: 478
  • For Customer Insights Professionals

    Report:Metrics That Matter In L2RM Assessment Tool: Measurement And Performance

    This assessment tool enables you to score various lead-to-revenue management performance and marketing metrics.

    • Downloads: 24
    • Rating:
  • For Marketing Leadership Professionals

    Report:Case Study: Oreck Improves Media Spend ROI By Taking A Unified View Of The Customer

    Oreck decided it was time to get smart about impression delivery across multiple channels. Working with partner Knotice, Oreck created a unified view of the customer to effectively target and deliver...

    • Downloads: 355
    • Rating:
  • For Marketing Leadership Professionals

    Report:Digital Publishers: Don't Blow It With Online Video

    Protect Revenue By Creating TV-Style Opportunities For Brand Advertisers

    High online video ad CPMs and sell-through rates are blinding digital publishers to the risks facing their lucrative online video revenues. As long-tail publishers and ad networks increasingly make...

    • Downloads: 506
  • For Customer Insights Professionals

    Report:It's Time To Bridge The Audience Data Management Divide

    How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising

    Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience...

    • Downloads: 630
    • Rating:
  • For Customer Insights Professionals

    Report:Model The ROI Of Cross-Channel Campaign Management

    Business Case: The Cross-Channel Campaign Management Playbook

    Enterprise marketing technologies promise to better engage customers, improve marketing performance, and boost efficiency. This report, part of Forrester's marketing technology playbook, helps...

    • Downloads: 479
    • Rating:
  • For Customer Insights Professionals

    Report:Business Metrics Market Insights Professionals Can Track And Where To Get Them

    Market Insights Needs To Track Business Success To Show Value-Add

    Market insights professionals often struggle to understand how they can identify and measure customer, competitive, and business changes and effectively guide stakeholders toward business success via...

    • Downloads: 499
  • 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: 468
  • For Application Development & Delivery Professionals

    Report:Align AD&D And Marketing Metrics For Delivery

    Performance Management: The Digital Experience Delivery Playbook

    Marketers have access to a host of customer and business metrics to help them benchmark their success. But when it comes to measuring application development and delivery (AD&D) teams, they look at...

    • Downloads: 101
    • Rating:
  • 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: 739