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Tina Moffett

Principal Analyst

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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 BA in economic theory and English from Assumption College and a master's degree in applied economics from Southern Methodist University.

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 BA in economic theory and English from Assumption College and a master's degree in applied economics from Southern Methodist University.

Tina Moffett's Most Recent Research

Research

The Future Of Audience Targeting

Advertisers Need Solutions That Go Beyond Third-Party Cookie Replacements

The death of the third-party cookie will fundamentally alter marketers' ability to create and target audiences. While the advertising industry debates...

6 min read
Research

Successful Symmetry: Use Metrics To Balance Value For The Customer And Business

A System Of Complementary Metrics Helps Optimize For Success And Spot Problems Early

Companies that pursue customer obsession don't have a "magic" metric to support their strategies. Instead, they adopt a system of complementary metrics...

8 min read
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

Get Your Data Deprecation Plan Together

Adapt By Prioritizing Privacy, First-Party Data, And New Marketing Approaches

Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data B2C marketers track and access...

8 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