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: Forrester Infographic: Unified Marketing Measurement Accelerates

    May 13, 2020Jim Nail

    Marketers have already embraced established statistical measurement methods such as marketing mix modeling and multitouch attribution. Now, adoption of unified marketing measurement is surpassing that of these standalone methodologies. B2C marketers who want to ensure they are keeping pace with competitors can use this infographic to justify and accelerate updating their measurement processes.

  • For Customer Experience Professionals

    REPORT: The Forrester Streaming Media Wave™: US Apps, Q4 2019 (Updated Q2 2020)

    Netflix, Hulu, And Amazon Prime Set The Bar For Most New Entrants

    May 13, 2020Jim Nail, Andrew Hogan

    Competition for the time and dollars of US streaming service consumers is about to get intense. The recent entries of Apple TV+ and Disney+ and the impending launch of Warner Media's upgrade to HBO Max and NBC's Peacock will expand viewers' choices — and intolerance for poor experiences. To gauge readiness for this challenge, we evaluated the services of 10 US media companies on the Roku platform. This report lays out where these companies excel and lag and what digital business strategy, media, and customer experience executives can learn from them. This is an update of a previously published report, adding Disney+ to the nine previously reviewed apps; Forrester reviews and revises reports periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: Best Practices: US Streaming Media Apps

    Keep Viewers By Delivering A Great Experience

    March 19, 2020Jim Nail, Andrew Hogan

    Streaming media services will need to pair great content with an equally great experience if they want to earn customer loyalty amidst fierce competition in 2020. This report reveals the best practices we observed in "The Forrester Streaming Media Wave™: US Apps, Q4 2019" so customer experience leaders can build media experiences that will result in the long-term viewer engagement required for financial success.

  • For B2C Marketing Professionals

    REPORT: Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

    Roadmap: The Omnichannel Advertising Playbook

    February 3, 2020 Joanna O'Connell, Jim Nail

    B2C marketers have to graduate their advertising efforts from a disconnected multichannel approach to a holistically managed omnichannel one — to benefit business performance and consumer experience alike. To do so, they must invest in six core competencies, with a goal of developing maturity over time. This report provides the roadmap to help marketers plan and successfully deploy an omnichannel advertising approach.

  • For B2C Marketing Professionals

    REPORT: Spend On Marketing Performance Measurement Doubles By 2024

    Landscape: The Marketing Measurement And Insights Playbook

    January 23, 2020Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Against a background of firms embracing an insights-driven culture, demand for software and services supporting these advanced approaches will nearly double by 2024. Marketers who disregard this trend should read this report to understand the risk of falling behind competitors who embrace these powerful tools.

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