Jim Nail

Principal Analyst serving B2C Marketing PROFESSIONALS

Jim Nail is a principal analyst at Forrester Research serving B2C Marketing Professionals; he leads Forrester's coverage of all forms of video advertising, changing consumer media behaviors, and the post-digital transformation of marketing. With Tina Moffett, he shares leadership of marketing measurement and the Marketing Measurement And Insights Playbook. 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.

Previous Work Experience

Jim has served as a board member of the Word of Mouth Marketing Association, where he chaired the ethics subcommittee. He has spoken at major industry conferences, including AdTech, Advertising Research Foundation, the Association of National Advertisers, and the American Association of Advertising Agencies.


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

Jim Nail's Research

  • For B2C Marketing Professionals

    Report: Marketing's Data-Driven Future Demands Unified Measurement

    Today's increasingly complex media environment means once reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing t...

  • For B2C Marketing Professionals

    Report: The Financial Payback For Marketing Measurement

    Unified marketing impact analytics (UMIA) promises to apportion credit to all marketing activities. Marketers, under pressure to be more accountable for the financial returns of their efforts, e...

  • For B2C Marketing Professionals

    Report: Quick Take: AT&T/Time Warner Is A Media Mega Merger For The Post-Digital Age

    AT&T's $85.4 billion acquisition of Time Warner has the potential to disrupt the media industry through a combination of premium content, a digital distribution infrastructure, cross-device data...

  • For B2C Marketing Professionals

    Report: The State Of Marketing Measurement, 2016

    While marketing measurement has long been a murky discipline, B2C marketers have become much more mature in recent years. In this report, we take a dive deep into a survey of customers using mar...

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q4 2016

    In our 25-criteria evaluation of marketing measurement and optimization solutions, we identified the 10 most significant providers —Analytic Partners, AOL Convertro, Google, Ipsos MMA, IRI, Mark...

View all of Jim Nail's Research

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