Jim   Nail

Jim Nail

Principal Analyst Serving B2C Marketing Professionals

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.

Education

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

Jim Nail

Principal Analyst Serving B2C Marketing Professionals

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.

Education

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

Jim Nail's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Harness Marketing's Most Powerful Tool: Emotion

    New Techniques Reveal Consumers' Real Decision Process

    February 14, 2019Jim Nail

    Emotions are essential to marketing, experience, and loyalty but have long seemed beyond rigorous definition and quantification. But market research firms are translating recent neuroscience and psychology insights into techniques for clearly describing the role emotions play in consumers' decisions. B2C marketers should read this report to shed outdated misconceptions about emotion and identify ways to harness these new techniques to fully leverage the power of emotion in marketing planning, execution, and measurement.

  • For B2C Marketing Professionals

    REPORT: Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook

    January 11, 2019Jim Nail, Tina Moffett

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed, and insights are derived continuously, enabling a more modern planning approach than the front-loaded planning process that determines marketing strategies months in advance. To keep pace with changing conditions, B2C marketers must migrate to an agile planning process that allows them to quickly shift marketing strategies. This report outlines the guardrails needed for this flexible marketing planning process. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook

    December 7, 2018Jim Nail

    Technology, data, and analytics enable a more sophisticated approach to measuring marketing performance than simplistic last-touch methods or brand-lift approaches. But to evolve to a data-driven, analytical approach requires B2C marketers to nurture new resources, skills, and processes. B2C marketers who have taken Forrester's marketing measurement maturity assessment should read this report to craft a plan that will guide them from their current state to more advanced levels of maturity. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    November 8, 2018 Jessica Liu, Emily Collins, Fatemeh Khatibloo, Stephanie Liu, Tina Moffett, Jim Nail, Joe Stanhope, Rusty Warner

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C marketers have painfully learned that they need to handle existing customers with greater care. In 2019, we predict, this realization will yield creative new and enhanced marketer efforts to engage with existing customers.

  • For B2C Marketing Professionals

    REPORT: Predictions 2019: Media

    Five Events Will Reshape The Media Industry

    November 7, 2018 Collin Colburn, Susan Bidel, Joanna O'Connell, Jessica Liu, Jim Nail, Joe Stanhope

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and unexpected events will push the advertising and media industry into new territories. This report lays out Forrester's five major predictions for the media industry in 2019, giving B2C marketers time to prepare.

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