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: Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook

    May 15, 2019Jim Nail

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns on key business metrics. This requires marketers to go beyond reports of siloed channel results and brand effectiveness surveys to apply statistical analytics to marketing data. They must build a new approach involving new skills and collaboration with other functions. This self-assessment helps B2C marketers identify gaps in the essential competencies and activities needed to support an advanced marketing measurement practice. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Three Steps To Modernize Marketing Thinking

    Beginner Level: Mindset Practices For Marketing Innovation

    May 13, 2019Jim 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. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation

    May 7, 2019Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than just 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. 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: Sales Guarantees Creep Into TV Ad Buying

    Don't Assume Proving Sales Is The Holy Grail Of TV Measurement

    April 18, 2019Jim Nail, Arleen Chien

    With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the media firm guaranteed a sales lift from the quick service restaurant's ads on its TV networks. This sounds like a major advance for advertising accountability, but beware of the downsides of focusing TV advertising solely on short-term metrics. B2C marketers should read this report to learn from this campaign and plan their own tests of video buys that guarantee sales.

  • For B2C Marketing Professionals

    REPORT: Changing Expectations Fuel Direct-To-Consumer Disruption

    Consumers Redefine Convenience, Quality, And Trust

    April 2, 2019Jim Nail, Anjali Lai

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their own direct strategies. But without understanding why consumers are trying these new brands, traditional brands' efforts are doomed. New Forrester research reveals momentous changes in consumers' purchase drivers. Marketers fighting challenger competition should read this report to ensure they build a strategy that meets evolving consumers' demand.

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