Tina Moffett

Senior Analyst serving B2C Marketing PROFESSIONALS

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.


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.

Tina Moffett's Research

  • For B2C Marketing Professionals

    Report: Adopt Agile Marketing Planning Processes

    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...

  • For B2C Marketing Professionals

    Report: Build Capabilities For Measurement Success

    B2C marketers struggle with measurement because of the influx of data caused by constant customer connectivity. As a result, marketers fall back on elementary last-touch measurement approaches. ...

  • For B2C Marketing Professionals

    Report: Marketing's Data-Driven Future Demands Unified Measurement

    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 t...

  • For B2C Marketing Professionals

    Report: Measure Marketing Engagement Right Or Not At All

    B2C marketers are measuring engagement to gauge the success of online marketing campaigns, but engagement rate are meaningless — and in some cases harmful — if not measured correctly. Read this ...

  • For B2C Marketing Professionals

    Report: Link Insights To Action With A Measurement-Driven Organization

    Firms are eager to develop a unified marketing impact analytics (UMIA) approach as the next step in optimizing marketing budgets. But how do they manage the process? This report helps B2C market...

  • For B2C Marketing Professionals

    Report: Embrace The New Marketing Performance Measurement Standard

    We are in a post-digital world where consumers move across connected devices seamlessly while brands bombard them with messages, hoping to grab their attention. Marketing measurement must contin...

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-ti...

  • For Customer Insights Professionals

    Report: Use Cross-Channel Attribution To Understand Marketing Effectiveness

    Today's customers interact with brands via a wide variety of touchpoints across different stages of the life cycle. But most customer insights (CI) professionals measure campaign success using a...

  • For B2C Marketing Professionals

    Report: Evaluate Your Marketing Performance Measurement Maturity

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns against key metrics. To ensure that they can do this successfully, B2C markete...

  • For Customer Insights Professionals

    Report: The Forrester Wave™: Cross-Channel Attribution Providers, Q4 2014

    In Forrester's 56-criteria evaluation of cross-channel attribution vendors, we identified the eight most significant cross-channel attribution providers with advanced algorithmic-based models &#...

View all of Tina Moffett's Research

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