Jim   Nail

Jim Nail

Principal Analyst Serving B2C Marketing Professionals

Jim Nail is a principal analyst at Forrester Research serving B2C marketers. He leads Forrester's coverage of the data-driven buying of television and video ads, marketing measurement platforms and services, new marketing frameworks for the “post digital” age, and the ascendance of consumers looking for brands that align to their social, political, and environmental values.

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 at Forrester Research serving B2C marketers. He leads Forrester's coverage of the data-driven buying of television and video ads, marketing measurement platforms and services, new marketing frameworks for the “post digital” age, and the ascendance of consumers looking for brands that align to their social, political, and environmental values.

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: Pave The Path To Marketing Measurement Success

    Road Map: The Marketing Measurement And Insights Playbook

    January 2, 2018Jim Nail, Tina Moffett

    Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business decisions. Marketers must have a clear marketing analytics road map, aligning the right business objectives with the right analytical approach. This report, as part of the marketing measurement and insights playbook, provides the road map to help plan and successfully deploy a measurement initiative. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This version includes expanded content and updated figures.

  • For B2C Marketing Professionals

    REPORT: Master The Mechanics Of Marketing Measurement

    Two Measurement Mainstay Approaches That Will Guarantee Better Insights

    December 21, 2017 Tina Moffett, Jim Nail

    Despite the progress that B2C marketers have made in marketing measurement maturity, they remain confused and overwhelmed about the numerous measurement techniques and when to use them. In-market tests are a proven and relatively simple approach, but marketers must be more rigorous in their execution. Alternatively, they can apply more sophisticated analytical approaches, but must correct deficiencies in their analytical knowledge and experience. This report outlines foundational marketing measurement approaches and when to use them.

  • For B2C Marketing Professionals

    REPORT: The Marketing Measurement Action Gap

    Benchmarks: The Marketing Measurement And Insights Playbook

    December 21, 2017Jim Nail

    Marketing measurement has long been a challenging discipline. But an elite segment of B2C marketers has embraced marketing measurement and optimization technologies to dramatically improve their marketing decisions. Read this report to inspire you into improved measurement 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: The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook

    November 22, 2017Jim Nail, Michelle Bishop

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a modern marketing mix. While unified marketing impact analytics (UMIA) answers this need, marketers often find it difficult to persuade management to make what can be a significant investment. This report provides guidance on the costs, benefits, and risks using Forrester's Total Economic Impact™ (TEI) framework to help marketers build their own business case. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We updated this edition to incorporate Forrester's TEI framework and new data.

  • For B2C Marketing Professionals

    REPORT: Predictions 2018: Data Drives Media Disruption

    Who Has Data, And How The Way They Use It Will Determine Success

    November 8, 2017 Susan Bidel, Collin Colburn, Brigitte Majewski, Samantha Merlivat, Jim Nail, Fatemeh Khatibloo

    The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C marketers, advertising technology (adtech) vendors, agencies, and media companies a competitive advantage, while others will scramble to survive. Read this report to learn who wins and who loses across the media landscape in 2018.

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