Jim   Nail

Jim Nail

Principal Analyst Serving B2C Marketing Professionals

Jim Nail is a principal analyst at Forrester Research serving B2C marketers. He leads Forrester's coverage of the data-driven buying of television and video ads, marketing measurement platforms and services, new marketing frameworks for the “post digital” age, and the ascendance of consumers looking for brands that align to their social, political, and environmental values.

Previous Work Experience

In his 30-year marketing career, Jim has been at the forefront of applying new technology-enabled strategies to marketing. He was an early pioneer of online advertising, joining AdSmart, a startup online ad-serving technology firm, in 1995. Jim was a senior analyst at Forrester from 1997 to 2005, advising clients on how to deploy online advertising, email marketing, marketing measurement, and word-of-mouth marketing to improve marketing effectiveness. Before returning to Forrester in 2012, Jim served as chief marketing officer of social media listening platform company Cymfony pioneering the use of social media as a consumer insight and brand tracking tool.

Education

Jim has a B.A. degree from Williams College.

Jim Nail

Principal Analyst Serving B2C Marketing Professionals

Jim Nail is a principal analyst at Forrester Research serving B2C marketers. He leads Forrester's coverage of the data-driven buying of television and video ads, marketing measurement platforms and services, new marketing frameworks for the “post digital” age, and the ascendance of consumers looking for brands that align to their social, political, and environmental values.

Previous Work Experience

In his 30-year marketing career, Jim has been at the forefront of applying new technology-enabled strategies to marketing. He was an early pioneer of online advertising, joining AdSmart, a startup online ad-serving technology firm, in 1995. Jim was a senior analyst at Forrester from 1997 to 2005, advising clients on how to deploy online advertising, email marketing, marketing measurement, and word-of-mouth marketing to improve marketing effectiveness. Before returning to Forrester in 2012, Jim served as chief marketing officer of social media listening platform company Cymfony pioneering the use of social media as a consumer insight and brand tracking tool.

Education

Jim has a B.A. degree from Williams College.

Jim Nail's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018

    Tools And Technology: The Marketing Measurement And Insights Playbook

    April 16, 2018Jim Nail, Tina Moffett

    In our 34-criteria evaluation of marketing measurement and optimization solutions, we identified the eight most significant providers — Analytic Partners, Data2Decisions, Ipsos MMA, IRI, Kantar Millward Brown, Marketing Evolution, Neustar, and Nielsen Visual IQ — and researched, analyzed, and scored their capabilities. This report shows how each provider measures up and helps B2C marketers make the right choice for their firms.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Digital Media Buying Playbook

    April 5, 2018 Mary Pilecki, Arleen Chien, Susan Bidel, Jessica Liu, Jim Nail, Joanna O'Connell

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and marketers are embracing omnichannel advertising to create connected experiences that drive better results. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 11 technology categories that support omnichannel advertising. B2C marketing pros should read this report to shape their firm's investment approach to these technologies.

  • For CMO Professionals

    REPORT: Ignite Customer-Centric Thinking Companywide

    Advanced Level: Mindset Practices For Marketing Innovation

    March 16, 2018 Laura Ramos, Jim Nail

    Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote agile methods to foster customer-centric thinking, facilitate more investigative, customer interactions, and reward empathetic thinking when it happens. CMOs should read this report to learn how to spark customer-centric thinking across the enterprise.

  • For CMO Professionals

    REPORT: Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation

    March 16, 2018Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will require ongoing emphasis on three key practices: putting the customer at the center of all decisions, reinforcing and rewarding new behaviors, and removing barriers to open communication and continuous learning. CMOs should read this report to learn how to reinvent the marketing mindset within their organization.

  • For CMO Professionals

    REPORT: Three Steps To Modernize Marketing Thinking

    Beginner Level: Mindset Practices For Marketing Innovation

    March 16, 2018Jim Nail, Laura Ramos

    Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers' expectations. Their secret: a new mindset that abandons brand-centric principles popularized during the mass marketing era, while transcending digital marketing's narrow technology-centric focus. CMOs, read this report to begin to transform your mental model of what marketing is and how it influences customers.

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Webinar: TV's Data-Driven Future Has Arrived

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