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: 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.

  • 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.

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Webinar: Changing Expectations Fuel Direct-To-Consumer Disruption

Date: April 25, 2019
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