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Jim Nail

Principal Analyst

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Jim Nail is a principal analyst serving B2C marketers who pursue excellence with customer-obsessed marketing. He contributes to Forrester's coverage on a wide range of marketing topics, including marketing measurement platforms and services, emerging tools to provide greater precision in understanding the role of emotion in consumer decisions, the integration of online and offline touchpoints into "omnichannel" marketing, the rise of direct-to-consumer (DTC) brands, and the ascendance of consumers looking for brands that align with their social, political, and environmental values. Companies engage with Jim for guidance on how to transform into a more customer-obsessed, data-driven marketing organization, assess their marketing performance measurement ecosystem, and integrate their myriad touchpoints into a coherent marketing story.

Previous Work Experience

In his 30-year marketing career, Jim has been at the forefront of applying new technology-enabled strategies to marketing. He was an early pioneer of online advertising, joining AdSmart, a startup online ad-serving technology firm, in 1995. Jim was a senior analyst at Forrester from 1997 to 2005, advising clients on how to deploy online advertising, email marketing, marketing measurement, and word-of-mouth marketing to improve marketing effectiveness. Before returning to Forrester in 2012, Jim served as chief marketing officer of social media listening platform company Cymfony pioneering the use of social media as a consumer insight and brand tracking tool.

Education

Jim has a B.A. degree from Williams College.

Jim Nail is a principal analyst serving B2C marketers who pursue excellence with customer-obsessed marketing. He contributes to Forrester's coverage on a wide range of marketing topics, including marketing measurement platforms and services, emerging tools to provide greater precision in understanding the role of emotion in consumer decisions, the integration of online and offline touchpoints into "omnichannel" marketing, the rise of direct-to-consumer (DTC) brands, and the ascendance of consumers looking for brands that align with their social, political, and environmental values. Companies engage with Jim for guidance on how to transform into a more customer-obsessed, data-driven marketing organization, assess their marketing performance measurement ecosystem, and integrate their myriad touchpoints into a coherent marketing story.

Previous Work Experience

In his 30-year marketing career, Jim has been at the forefront of applying new technology-enabled strategies to marketing. He was an early pioneer of online advertising, joining AdSmart, a startup online ad-serving technology firm, in 1995. Jim was a senior analyst at Forrester from 1997 to 2005, advising clients on how to deploy online advertising, email marketing, marketing measurement, and word-of-mouth marketing to improve marketing effectiveness. Before returning to Forrester in 2012, Jim served as chief marketing officer of social media listening platform company Cymfony pioneering the use of social media as a consumer insight and brand tracking tool.

Education

Jim has a B.A. degree from Williams College.

Jim Nail's Most Recent Research

Research

Now Tech: Marketing Measurement And Optimization Solutions, Q2 2021

Tools And Technology: The Marketing Measurement And Insights Playbook
April 21st, 2021 | Tina Moffett , Jim Nail

Marketing measurement and optimization (MMO) helps B2C marketers measure the business impact of marketing initiatives, determine the optimal mix of channels...

7 min read
Research

Research Overview: Emotion

A Guide To Our Emotion-Related Research
January 11th, 2021 | Jim Nail , Sarah Dawson

Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific...

7 min read
Research

Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

Vision: The Marketing Measurement And Insights Playbook
January 5th, 2021 | Tina Moffett , Jim Nail

Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending...

12 min read
Research

The Forrester Digital Experience Review™: US Streaming Media Apps, Q3 2020

The Streaming Wars Bring Experience Improvement
September 14th, 2020 | Jim Nail , Andrew Hogan

Every major traditional television network has launched streaming services to feed growing consumer consumption of this new video viewing option. To gauge...

10 min read
Research

Research Overview: Corporate Values

A CMO's Guide To Bringing Corporate Values To Life
September 4th, 2020 | Emily Collins , Sarah Dawson , Nick Monroe

Values-based consumers and employees are a dominant force in today's market. Companies that acknowledge those values and authentically embrace their own...

9 min read