Tina Moffett

Analyst serving Customer Insights PROFESSIONALS

Tina serves Customer Insights Professionals, focusing on consumer marketing measurement and analytics. Her research agenda focuses on attribution, marketing mix modeling, metrics and measurement development and analysis, ROI measurement and impact, and dashboards and reporting.

Previous Work Experience

Tina has eight years' experience in consumer and marketing measurement and advanced analytics in a client role and consulting capacity. Most recently, she managed measurement and analytics efforts for a major telecommunications client while at a major digital agency. Prior to that, she worked at GE Retail Consumer Finance in the credit card division, building predictive models to help identify profitable credit card customers for its retail partners. She also held several roles in marketing consulting firms, advising companies on how to effectively build and manage their analytics and measurement efforts.

Education

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

Tina Moffett's Research

  • For Customer Insights Professionals

    Report: Brief: Customize Your Cross-Channel Attribution Technology RFP

    Forrester frequently takes inquiries about cross-channel attribution technology capabilities, the vendor landscape, and key considerations for vendor selection. We've found that customer insight...

    • Downloads: 30
  • For Customer Insights Professionals

    Report: The State Of Cross-Channel Attribution Technologies 2015

    During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 71 customers about their cross-channel attribution efforts and their vendor partnerships. C...

    • Downloads: 356
  • For Customer Insights Professionals

    Report: Adopt The Right Marketing Metrics To Measure Success

    The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't — by recalculating key performance indicators (KPIs) in a more accu...

    • Downloads: 501
  • For Customer Insights Professionals

    Report: Build Capabilities For Measurement Success

    Firms fail at marketing measurement; they cannot keep up with the customer's complex purchase path and their changing cross-channel marketing efforts. A clear measurement strategy enables custom...

    • Downloads: 431
  • 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...

    • Downloads: 904
  • For Interactive 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...

    • Downloads: 1033
  • For Customer Insights Professionals

    Report: Embrace Cross-Channel Attribution As The New Marketing Measurement Standard

    Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices...

    • Downloads: 926
  • For Customer Insights Professionals

    Report: The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012

    In Forrester's 67-criteria evaluation of cross-channel attribution vendors, we found that Visual IQ led the pack because of its expertise in cross-channel attribution methodology, reporting, and...

    • Downloads: 904
  • 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...

    • Downloads: 904
  • For Customer Insights Professionals

    Report: Evaluate Your Marketing Performance Measurement Maturity

    Customer insights (CI) professionals are constantly asked to calculate the return on investment for a myriad of marketing interactions. Performance measurement approaches, like cross-channel att...

    • Downloads: 657
View all of Tina Moffett's Research

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