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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 CMO Professionals

    REPORT: CMO Priorities In Light Of The Pandemic Crisis

    What To Do Now, In Early 2021, And By Year-End 2021

    June 11, 2020 Shar VanBoskirk, Tina Moffett

    With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term, medium-term, and long-term trends to expect and explains what to do at each phase of the COVID-19 recession. Use our presentation to quickly understand how and when to apply the critical marketing best practices that we’ve detailed in previous research.

  • For CMO Professionals

    REPORT: The 2020 COVID-19 Crisis Will Stun US Marketing

    CMOs: Apply An Adaptive Approach To Manage The Downturn

    May 6, 2020 Shar VanBoskirk, Tina Moffett, Rick Parrish, Brandon Verblow

    The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media, services, technology, and internal headcount — by the end of 2021. Offline media, agency services, and staff payroll will suffer most. But today's dire situation will also force the pivot to more adaptive planning and operations that many CMOs had delayed during better days. Read this report to understand the expected marketing budget cuts and how to remain agile as the situation unfolds.

  • For B2C Marketing Professionals

    REPORT: Three Requirements Every CPG Marketer Needs To Select A Marketing Measurement Vendor

    May 6, 2020Tina Moffett

    The indirect and highly competitive nature of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) businesses means B2C marketers in those industries face unique challenges with marketing performance measurement. This report outlines the requirements and vendors marketers need to select to obtain the right marketing measurement solution.

  • For B2C Marketing Professionals

    REPORT: Synergize Marketing Measurement Tools To Optimize Brand Strategy

    March 2, 2020 Rusty Warner, Tina Moffett, Stephanie Liu

    The confusing landscape of measurement tools makes it difficult for marketers to measure what's working, plan their marketing strategy, and execute that strategy across relevant customer touchpoints. B2C marketers that have a better understanding of how measurement tools coexist within the model for modern marketing will uncover opportunities on all three fronts: customer, brand, and experience. They stand to reduce marketing spend waste, increase customer satisfaction scores, and establish long-term relationships with high-value loyal customers.

  • For B2C Marketing Professionals

    REPORT: Customer-Obsessed Marketing Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook

    January 16, 2020Tina Moffett, Jim Nail

    Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing tactics with customer actions or influence. B2C marketers must embrace a new measurement standard — unified measurement — that will measure marketing's entire value and identify the best ways to optimize customer interactions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new data and ideas.

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