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: 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.

  • For B2C Marketing Professionals

    REPORT: Embrace A Unified Marketing Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook

    July 2, 2018Jim Nail, Tina Moffett

    Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this shift, B2C marketers must embrace unified marketing measurement — an approach that uses big data and statistical analysis to credit marketing initiatives across touchpoints — combined with predictive analytics to inform prospective marketing plans. This playbook demonstrates how marketers should use this unified approach to better measure marketing performance, strengthen planning with data-enabled predictions, 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: The Digital Transformation Of Video Advertising Arrives

    Addressable And Advanced TV Buying Hits The Inflection Point

    May 16, 2018Jim Nail

    Television advertising has resisted the tide of technological change — until now. The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey shows that adoption of data-driven TV-planning techniques such as addressable and advanced TV has arrived. But marketers must still augment TV plans with digital channels to reach consumers' fragmented video consumption. B2C marketers should read this report to plot their course to an omnichannel TV/video strategy, establish new processes, and upgrade planning/buying skills.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018

    Tools And Technology: The Marketing Measurement And Insights Playbook

    April 16, 2018Jim Nail, Tina Moffett

    In our 34-criteria evaluation of marketing measurement and optimization solutions, we identified the eight most significant providers — Analytic Partners, Data2Decisions, Ipsos MMA, IRI, Kantar Millward Brown, Marketing Evolution, Neustar, and Nielsen Visual IQ — and researched, analyzed, and scored their capabilities. This report shows how each provider measures up and helps B2C marketers make the right choice for their firms.

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Webinar: Customer-Obsessed Marketing Demands Unified Measurement

Date: September 5, 2018
Time: 11:00 AM-12:00 PM Eastern Standard Time
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