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

  • For Customer Insights Professionals

    Report: Embrace The New Marketing Performance Measurement Standard

    Marketing measurement has evolved beyond last-touch credit. More and more marketers and customer insights (CI) pros understand that assigning marketing credit must reflect the dynamic purchase p...

    • Downloads: 1198
  • 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...

    • Downloads: 1144
  • 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: 1037
  • 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: 924
  • For Customer Insights Professionals

    Report: Evaluate Your Marketing Performance Measurement Maturity

    Customer insights (CI) professionals are constantly asked to measure the impact of marketing and media campaigns on key metrics, including gross margin and customer profitability. They must meas...

    • Downloads: 863
View all of Tina Moffett's Research

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