Tina Moffett

Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives. You probably already have basic marketing measurement approaches running — whether it’s last-touch or a 30/60/90-day analysis of your email […]

Learn how data clean rooms can allow your brand to share sensitive customer-level data with trusted partners such as retailers or publishers.

CMOs will face mounting pressure to demonstrate ROI, pushing media companies to innovate and consolidate in order to protect their share. Read our media predictions for 2023.

Read a few of our key takeaways on where to invest, where to cut, and where to experiment to create a smart B2C marketing budget in 2023.

Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.

Pandemic-induced shifts in consumer behavior resulted in a burst of content consumption across emerging platforms — from connected television to streaming radio and beyond. B2C marketers quickly shifted budgets toward these more trackable media channels in efforts to quickly capture the attention — and dollars — of prospective customers. But a new challenge emerged: Relic […]

The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies. Amidst all the changes in the ad ecosystem, we are seeing the emergence of a new tool with the promise […]

There’s a NASCAR-style race happening in the world of media measurement: Which media measurement platform will be the first to secure the most partners, the most investments, and the most capabilities in time for the newfronts and upfronts? The newfronts and upfronts are annual events where television networks and tech giants dramatically unveil their new […]

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 […]