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 B2C Marketing Professionals

    Report: Breakout Vendors: Marketing Measurement And Optimization Solutions

    Marketing measurement and optimization solutions help B2C marketers analyze complex marketing initiatives and plan future marketing investments. Using advanced measurement, marketers can choose ...

  • For B2C Marketing Professionals

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

    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...

  • For B2C Marketing Professionals

    Report: Evaluate Your Marketing Performance Measurement Maturity

    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, B2...

  • For B2C Marketing Professionals

    Report: Embrace The New Marketing Performance Measurement Standard

    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 embrac...

  • For B2C Marketing Professionals

    Report: Adopt Agile Marketing Planning Processes

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed and insights are derived continuously, enabling a more...

  • For B2C Marketing Professionals

    Report: Embrace The New Marketing Performance Measurement Standard

    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 embrac...

  • For B2C Marketing Professionals

    Report: Evaluate Your Marketing Performance Measurement Maturity

    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, B2...

  • 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...

  • 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...

  • For Customer Insights Professionals

    Report: The Forrester Wave™: Cross-Channel Attribution Providers, Q4 2014

    In Forrester's 56-criteria evaluation of cross-channel attribution vendors, we identified the eight most significant cross-channel attribution providers with advanced algorithmic-based models &#...

View all of Tina Moffett's Research

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