Speaker Biography

Jim Nail

Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders


  • 02:30 PM - 03:00 PM

    YouTube And Beyond: Finding ROI In The New Video Platforms

    Michael Cohen, EVP, Finance and Operations, Whistle Sports

    With online video stars counting millions of fans and digital video channels boasting viewership beyond the traditional networks and cable, many brands are turning to these new digital platforms to reach customers. But with the proliferation of MCNs and other models, how can marketers manage and measure the impact of their partnerships and investments? This panel will discuss:

    • The coming stages in the rolling revolution in digital and online video.
    • Key differences in viewership patterns and engagement versus linear television.
    • How marketers can effectively navigate digital video's increasingly complex marketplace.

  • 12:30 PM - 01:00 PM

    Where Will People See You?

    In a world where consumers increasingly control the time, source, and device of their video entertainment choice, many marketers now struggle to get their messages through. And it's only going to get worse: In the US, 82% of 18- to 34-year-olds now watch online video every month (as do two-thirds of 35- to 54-year-olds). Digital video will grow 20% annually over the next five years, increasingly fragmenting consumers’ video viewing habits. In this session, Jim will explore how marketers can finally leave behind the habits born of a TV-centric planning mindset and recapture this elusive consumer: 

    • What is the breadth of video advertising opportunities available today and in the future?
    • How to weigh attention, engagement, and viewability when comparing TV, video-on-demand (VOD), online, and mobile opportunities.
    • New planning approaches that use big data to achieve mass audience scale through niche buying strategies.

Research Focus

Jim Nail is a principal analyst serving B2C marketers who pursue excellence with customer-obsessed marketing. He contributes to Forrester's coverage on a wide range of marketing topics, including marketing measurement platforms and services, emerging tools to provide greater precision in understanding the role of emotion in consumer decisions, the integration of online and offline touchpoints into "omnichannel" marketing, the rise of direct-to-consumer (DTC) brands, and the ascendance of consumers looking for brands that align with their social, political, and environmental values. Companies engage with Jim for guidance on how to transform into a more customer-obsessed, data-driven marketing organization, assess their marketing performance measurement ecosystem, and integrate their myriad touchpoints into a coherent marketing story.

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.


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