Forrester Research : Analyst

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Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

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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

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Topics

Branding (4)
Marketing Measurement (3)
Marketing Organization & Culture (3)
Customer Intelligence Strategy and Process (2)
Media Mix (2)
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All Topics
- Branding (4)
- Customer Intelligence Strategy and Process (2)
- Information Management (1)
- Market Research (1)
- Marketing Measurement (3)
- Marketing Organization & Culture (3)
- Media Mix (2)

Industry

Media & Entertainment (1)

6 results in Reports

Tracy Stokes
Past 6 months

For CMO Professionals
Report:Build Your Army Of Brand Advocates From Across The Enterprise
Tracy StokesMay 20, 2013
Forrester's research with senior marketing leaders shows that enterprisewide commitment and engagement are critical to successfully building a brand in the 21st century. But this is also marketers'...
- Downloads: 61
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...
- Downloads: 459
- 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 connect...
- Downloads: 293
- Rating:
For CMO Professionals
Report:Become Scientific About Marketing Investments And Outcomes
Road Map: The Marketing Mix Optimization Playbook
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 and...
- Downloads: 276
For CMO Professionals
Report:Predictive Analytics Revolutionize Marketing Mix Planning
Landscape: The Marketing Mix Optimization Playbook
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 help all...
- Downloads: 573
- Comments: 1
- Rating:
For CMO Professionals
Report:Benchmark Your Brand Building Capabilities
Benchmarks: The 21st Century Brand Marketing Playbook
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...
- Downloads: 292

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Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

Research Coverage:

Refine your results

Topics

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Industry

For CMO Professionals

Report:Build Your Army Of Brand Advocates From Across The Enterprise

For CMO Professionals

Report:How To Build Your Brand With Branded Content

For CMO Professionals

Report:How To Build Your Brand With Generation Z

For CMO Professionals

Report:Become Scientific About Marketing Investments And Outcomes

For CMO Professionals

Report:Predictive Analytics Revolutionize Marketing Mix Planning

For CMO Professionals

Report:Benchmark Your Brand Building Capabilities

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