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Jim   Nail

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.

Education

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

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.

Education

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

Jim Nail's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: How To Advertise To Consumers Who Hate Ads

    Create Customer-Obsessed Advertising By Making Ads That Are Human, Helpful, And Handy

    July 21, 2017Jim Nail, Drew Green

    With advertisers struggling against ad blocking, cord cutting, and fragmented audiences, the ad industry seems doomed. But while these trends are factual and challenging, they are not necessarily damning. Advertisers can rebound from this nadir if they adapt to consumers' new expectations. B2C marketers, read this report to understand consumers' changing relationship with advertising and how you must evolve advertising strategies to align with consumer needs.

  • For B2C Marketing Professionals

    REPORT: Vendor Landscape: Marketing Measurement And Optimization Solutions

    Landscape: The Marketing Measurement And Insights Playbook

    June 12, 2017Jim Nail

    More-powerful technology, growing data volume, and marketers' increasingly data-driven focus are key trends drawing marketers away from measuring channel performance to quantifying business impacts. This requires them to update their understanding of the market and take a fresh look at current marketing measurement approaches. B2C marketers and analytics pros looking to improve their ability to measure the financial contribution of marketing should read this report to understand and assess how this range of offerings fits with their needs. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition with updated categories and vendor information.

  • For B2C Marketing Professionals

    REPORT: Align With Consumers' Values To Win Their Hearts And Wallets

    Follow Three Steps To A Resonant And Relevant Values Framework

    April 6, 2017Jim Nail, Henry Peyret

    A great product is no longer sufficient to guarantee strong sales and loyal customers. Today's empowered consumers not only reject corporate irresponsibility but also seek brands that proactively promote beliefs and values aligned with their own. Marketing leaders should read this report to learn how to identify and prioritize relevant values that resonate with their consumers, authentically integrate those values across the organization, and help build the evidence-based case to earn consumers' and stakeholders' trust.

  • For B2C Marketing Professionals

    REPORT: Embrace The New Marketing Performance Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook

    March 21, 2017Jim Nail, Tina Moffett

    As marketing evolves to influencing customers at multiple points in the customer journey, marketing measurement must fully value the role of each marketing interaction. B2C marketers must embrace unified marketing impact analysis (UMIA) — an approach that uses statistics to fractionally allocate credit to different marketing initiatives across all touchpoints. This playbook explores how marketers can use UMIA to better measure marketing performance, take a data-driven approach to marketing planning, and shift to a continuous optimization process. 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: Marketing's Data-Driven Future Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook

    January 26, 2017Jim Nail, Tina Moffett

    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 tactics with a customer action. B2C marketers must embrace a new measurement standard — unified marketing impact analytics (UMIA) — that will measure marketing's entire value and identify the best ways to optimize customer interactions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new data and ideas.

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