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: Spend On Marketing Performance Measurement Doubles By 2023

    Benchmarks: The Marketing Measurement And Insights Playbook

    September 17, 2018Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Demand for software and services supporting these advanced approaches will nearly double by 2023. Marketers who disregard this trend should read this report to understand the risk of falling behind competitors who embrace these powerful tools.

  • For B2C Marketing Professionals

    REPORT: Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook

    September 14, 2018Jim 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. In this version, we have revised the competencies, scoring model, and maturity levels.

  • For B2C Marketing Professionals

    REPORT: Brands Forget The Rules Of Modern Marketing When Crisis Hits

    Manage Risk And Reputation With A Customer-Obsessed Approach

    August 23, 2018 Emily Collins, Jim Nail

    Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with customer obsession. This report helps B2C marketers step up their role in crisis management, apply the rules of modern marketing to shift from mouthpiece to authentic dialog, and accelerate a brand's journey from crisis to recovery mode.

  • For B2C Marketing Professionals

    REPORT: The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook

    August 15, 2018Jim 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 a unified measurement approach best 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: Customer-Obsessed Marketing Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook

    July 19, 2018 Tina Moffett, Jim Nail

    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 or influence. B2C marketers must embrace a new measurement standard — unified measurement — 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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