Tina Moffett

Nielsen, the legacy television measurement giant, has provided media companies, agencies, and brands with household media consumption, advertising performance, and audience insights through its “people-powered” panels and metering technology. Advertisers use these insights to measure ad performance and develop their targeted audience strategy. Nielsen had been the media analytics standard until disruption toppled the television […]

Joe Stanhope and I are excited to announce the publication of The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022. This report evaluates the top 10 vendors’ current offering, strategy, and market presence for their unified measurement and optimization solutions. The 2022 Forrester Marketing Measurement Wave evaluation will help B2C marketers select the best […]

Learn three steps to improve your marketing and media measurement strategy in 2022.

Will Google Topics be a curveball in advertisers' data depreciation plans? Read to discover what the FLoC replacements means.

A proposed US law banning surveillance advertising emphasizes that marketers need to invest in contextual advertising, zero-party data, and other less invasive ways to gain audience insights.

Confused by the recent update to Google's Privacy Sandbox timelines? Get the key takeaways and recommended next steps.

Consumer data deprecation is poised to upend B2C marketing. Take these four immediate actions to prepare your data-driven marketing practice.

Google announced on Wednesday that it will not build alternate identifiers to track individuals as they browse across the web, nor will it use them in its products. Within 48 hours, some of adtech’s biggest stocks took a steep dive. But is the market’s concern warranted? We think probably not — there’s a lot of […]

Google’s intention to deprecate the third-party cookie will drastically impact modern marketing. And data management platform (DMP) core capabilities of audience creation, targeting, and syndication will be obsolete unless DMPs evolve to meet current data restrictions.

Senior Analyst Tina Moffett provides B2C marketers three short-term strategies to employ during these unprecedented times.

Measuring marketing performance is not just a tongue twister; it’s hard work. Channel-specific metrics cause headaches, and reporting is a hodgepodge of data sources and dashboards from multiple martech and measurement tools. It’s even harder to align marketing performance metrics with customer-focused business objectives, but marketers can no longer pat themselves on the back for […]

It’s Time To Treat The Discipline Of Software With Respect This isn’t another dig into an already told story about Iowa’s failed app. By now, everyone knows that the app — designed to collect caucus numbers in Iowa — bombed brutally (it ruined the nights of 1,600 caucus managers and countless others). Our insight: We must better embrace the challenges and importance of software with structures that […]

If marketers don't learn to adjust processes to the rapidly changing data landscape, they risk fines and consumer alienation.

CVS Is Taking Its HealthHUB Digital Retail Innovation To Market Across 1,500 Of Its Pharmacies CVS’s HealthHUB, debuting at three store locations in Houston, Texas, transforms over 20 percent of a brick-and-mortar CVS into dedicated health services, offering patients access to new durable medical equipment (DME) and supplies, digital tools, on-demand health kiosks, and new […]

Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.

I was recently in the market for a new car. My 12-year-old Honda CR-V was on its last legs. I wanted to upgrade my car with leather seats, a navigation system, and lots of trunk space. The new Subaru Outback fit the bill: Not only does it have navigation but it has Bluetooth technology that […]

I’m excited to share that our evaluation of data management platforms — “The Forrester Wave™: Data Management Platforms, Q2 2019” — is now live. In our 34-criterion evaluation, we identified the top seven DMP vendors — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and racked and stacked them on current offering, strategy, […]