Tina Moffett

Senior Analyst serving Customer Insights PROFESSIONALS

Tina serves Customer Insights Professionals, focusing on customer measurement, marketing effectiveness measurement, best-in-class marketing and customer metrics (including return on marketing investment and customer lifetime value), cross-channel attribution, marketing mix modeling, and customer journey analytics. Her research agenda focuses on metrics of success, measurement methodologies (including marketing mix modeling and attribution), and best practices in reporting and dashboards.

Previous Work Experience

Tina has 10 years' experience in customer and marketing measurement and advanced analytics in a client role and consulting capacity. 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 worked for a major credit card company building advanced predictive marketing models and customer profitability to help win, serve, and retain credit card customers. She also held several roles in marketing analytics 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 applied economics from Southern Methodist University.

Tina Moffett's Research

  • For Customer Insights Professionals

    Report: Fuel High-Performance Marketing With Modern Measurement Mechanics

    Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester o...

    • Downloads: 617
  • For Customer Insights Professionals

    Report: Executive Q&A: What You Need To Know About Return On Marketing Investment

    Return on marketing investment (ROMI) measures the financial impact of your marketing investments. ROMI guides your future marketing strategy and planning to the ultimate goal of acquiring and g...

    • Downloads: 115
  • 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: 799
  • 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: 80
  • 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: 474
  • 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: 1089
  • 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: 1004
  • 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: 972
  • 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: 914
  • 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: 799
View all of Tina Moffett's Research

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