Save or Share this Report

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: Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook

    September 8, 2017Tina Moffett

    Measurement continually challenges B2C marketers because constant customer connectivity generates myriad paths to purchase. As a result, marketers fall back on elementary last-touch measurement approaches. Marketers must develop a cross-channel measurement strategy enabling them to quickly measure outcomes and complex channel relationships. It's crucial for marketers to invest in the right people, technology, and processes to create a data-driven culture. Embracing a new measurement strategy will help marketers create a data-driven strategy. 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: Breakout Vendors: Marketing Measurement And Optimization Solutions

    Tools And Technology: The Marketing Measurement And Insights Playbook

    August 7, 2017Tina Moffett

    Marketing measurement and optimization solutions help B2C marketers analyze complex marketing initiatives and plan future marketing investments. Using advanced measurement, marketers can choose among multiple solutions that address gaps between measuring traditional and digital media. In this report, we will profile two breakout vendors — companies that should be on B2C marketers' radar as they further develop their marketing measurement and optimization strategy.

  • For B2C Marketing Professionals

    REPORT: Collaborate With Finance To Prove Marketing's Business Value

    Align Goals To Ensure Marketing Continues To Contribute To The Bottom Line

    May 17, 2017Tina Moffett

    Competition, consumer choice, and innovation force firms to scrutinize key financial metrics to meet revenue goals and keep up with market demand. B2C marketers are now more accountable and must connect marketing's value to key business indicators. Collaborating with finance to show marketing's impact on financial metrics helps marketers get more buy-in from the business and calculate future marketing risks and opportunities. This report shows marketers how to effectively collaborate with finance to ensure that marketing drives business value.

  • For B2C Marketing Professionals

    REPORT: Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook

    March 31, 2017Tina Moffett

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns against key business metrics. To ensure that they can do this successfully, B2C marketers can assess their measurement savviness across five core competencies: governance, organization and resources, technology and data, measurement, and optimization and activation. After completing this self-assessment, B2C marketers can use the results to craft a road map to address any gaps in their measurement and insights practice. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. In this version, we have added more recent data as supporting information.

  • For B2C Marketing Professionals

    REPORT: Embrace The New Marketing Performance Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook

    March 21, 2017 Jim Nail, Tina Moffett

    As marketing evolves to influencing customers at multiple points in the customer journey, marketing measurement must fully value the role of each marketing interaction. B2C marketers must embrace unified marketing impact analysis (UMIA) — an approach that uses statistics to fractionally allocate credit to different marketing initiatives across all touchpoints. This playbook explores how marketers can use UMIA to better measure marketing performance, take a data-driven approach to marketing planning, 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.

View all of Tina Moffett's Research

Clients Who Work With Tina Moffett Also Work With:

View all related analysts

Connect

Brief Our Analysts

Upcoming Events

Webinar: Measure Marketing Engagement Right Or Not At All

Date: October 5, 2017
Time: 11:00 AM-11:40 AM Eastern Standard Time
Register
View all upcoming events