Forrester Research : Analyst : Tracy Stokes

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Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

Find Tracy on:
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

Tracy Stokes's Research

For CMO Professionals
Report: How To Build Your Brand With Branded Content
Tracy StokesMarch 21, 2013
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 ma...
- Downloads: 444
- Comments: 3
- Rating:
For CMO Professionals
Report: How To Build Your Brand With Generation Z
Tracy StokesFebruary 12, 2013
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 con...
- Downloads: 287
- Rating:
For CMO Professionals
Report: Become Scientific About Marketing Investments And Outcomes
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...
- Downloads: 268
For CMO Professionals
Report: Predictive Analytics Revolutionize Marketing Mix Planning
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 hel...
- Downloads: 564
- Comments: 1
- Rating:
For CMO Professionals
Report: Benchmark Your Brand Building Capabilities
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 c...
- Downloads: 288

View all of Tracy Stokes's Research

For CMO Professionals
Report: How Social Media Is Changing Brand Building
Tracy StokesMay 07, 2012
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 o...
- Downloads: 1455
- Rating:
For CMO Professionals
Report: The Role Of Digital In The Path To Purchase
Cory Munchbach, Tracy StokesAugust 27, 2012
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 conduct...
- Downloads: 1244
- Rating:
For CMO Professionals
Report: Shopper Marketing Breaks Out Of The Store
Tracy StokesSeptember 21, 2011
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: 902
For Marketing Leadership Professionals
Report: CMO Imperatives For 2012
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) determinin...
- Downloads: 923
- Rating:
For CMO Professionals
Report: Marketing Budgets For 2012 Expose A Fear Of Commitment
Tracy StokesNovember 28, 2011
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 wan...
- Downloads: 809

View all of Tracy Stokes's Research

Tracy Stokes's Planned Reports

Jun 2013

Report: Trust Not Buzz Builds A TRUE Brand Compass

Forrester’s research shows that consumers demand more from brands in the 21st Century. Marketers now have a steeper hill to climb to earn consumers’ brand preference, referral ...