Tina   Moffett

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.

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.

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.

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.

Tina Moffett's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Transform Marketing With Customer Journey Analytics

    Understand Customer Experiences To Improve Brand Perception, Lower Costs, And Stop Churn

    July 5, 2018Tina Moffett

    B2C marketers know that understanding customers' journeys is important, but they struggle to find and activate journey-related insights. Enter the discipline of customer journey analytics, which combines data across touchpoints to uncover how customers traverse through different journeys. Read this report to learn how marketers should use customer journey analytics to reshape their planning in a data-driven manner that is fundamentally customer obsessed.

  • For B2C Marketing Professionals

    REPORT: Embrace A Unified Marketing Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook

    July 2, 2018 Jim 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 Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018

    Tools And Technology: The Marketing Measurement And Insights Playbook

    April 16, 2018 Jim 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.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing

    April 5, 2018 Mary Pilecki, Stephanie Liu, Erna Alfred Liousas, Tina Moffett, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

  • For CMO Professionals

    REPORT: The Future Of Marketing Insights

    Advanced Level: Insights Practices For Marketing Innovation

    February 22, 2018Tina Moffett

    Customer-obsessed companies that make insights-driven decisions are growing more than 30% annually on average. CMOs are embracing data, knowledge, and organizational trends to elevate their understanding of customer interactions that drive the business. But CMOs must also support insights innovation or risk not keeping pace with customers' changing behaviors and demands. This report shows how CMOs can blend customer, marketing, and business insights to drive deeper engagement with their customers.

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