Speaker Biography

Tina Moffett

Senior Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders

04/14/2015

  • 11:50 AM - 12:20 PM

    From Click Metrics To Customer Value Metrics: How Attribution Measurement Will Evolve

    For the past five years, marketing and customer insights (CI) pros have used advanced attribution to measure marketing impact and build marketing and media strategies. The low-hanging fruit of attribution is tantalizing; it’s an effective measurement strategy to better understand marketing and media performance. Yet, most marketers and CI pros are not using attribution to its fullest potential: to learn about their customers. In this session, Tina will share how marketers and CI pros can extend their attribution models and: 

    • Learn more about their customers and their buyer journey.
    • Measure customer interactions, not just campaigns.
    • Build strategies to enhance customer interactions.

Research Focus

Tina serves B2C Marketing Professionals, focused on prescriptive and predictive marketing analytics (including marketing mix modeling, cross-channel attribution, and test and learn approaches), measurement strategies, best-in-class marketing and customer metrics, customer journey analytics, tools and technologies that support marketing insights, and insights to action strategies.

Previous Work Experience

Tina has 10 years' experience in customer and marketing analytics across brands, agencies, and marketing consulting firms. Prior to joining Forrester, she was an associate director at a major digital advertising agency, where she managed marketing and customer measurement and analytics efforts for a major media company. Prior to that, she was a senior manager at a major credit card company building marketing and customer models and creating reporting standards, dashboards, and metrics of success to drive marketing planning decisions and customer-based marketing strategies.

Education

Tina holds a B.A. in economic theory and English from Assumption College and a master's degree in applied economics from Southern Methodist University.