Tina Moffett

Principal Analyst

Forrester Bio

Author Insights


Recent Changes In The Media Measurement Landscape Raise Advertiser Expectations

Tina Moffett April 27, 2022
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 In Crisis: Missteps At Nielsen Present An Opportunity For Advertisers

Tina Moffett April 20, 2022
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 […]

Introducing The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022

Tina Moffett January 31, 2022
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 […]

Jump-Start Your 2022 Marketing Measurement Strategy With A Focus On Precise And Actionable Insights

Tina Moffett January 27, 2022
Learn three steps to improve your marketing and media measurement strategy in 2022.

Google Is Still In The Driver’s Seat With Topics, Its More Transparent FLoC Replacement

Joanna O'Connell January 25, 2022
Will Google Topics be a curveball in advertisers' data depreciation plans? Read to discover what the FLoC replacements means.

Proposed Surveillance Advertising Ban, Meet Contextual Targeting

Stephanie Liu January 21, 2022
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.

Google Delays The Cookiepocalypse: A Data Deprecation Update

Fatemeh Khatibloo June 25, 2021
Confused by the recent update to Google's Privacy Sandbox timelines? Get the key takeaways and recommended next steps.

Follow Four Steps To Prepare Your Marketing Practice For Data Deprecation

Tina Moffett June 8, 2021
Consumer data deprecation is poised to upend B2C marketing. Take these four immediate actions to prepare your data-driven marketing practice.

Don’t Let Google’s Announcement Distract You From Your Data Deprecation Plans

Joanna O'Connell March 5, 2021
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 […]

With Data Deprecation Picking Up Steam, B2C Marketers Must Rethink Their DMP Strategy

Tina Moffett August 19, 2020
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.

Put Your Customer First When Building Your Pandemic-Proof Marketing Strategy

Tina Moffett March 26, 2020
Senior Analyst Tina Moffett provides B2C marketers three short-term strategies to employ during these unprecedented times.

Modern Marketers Must Manage Measurement

Rusty Warner March 11, 2020
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 […]

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins February 10, 2020
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 […]

Marketers, You Might Hate Abiding By New Data Restrictions, But Doing Nothing Isn’t An Option

Tina Moffett February 5, 2020
If marketers don't learn to adjust processes to the rapidly changing data landscape, they risk fines and consumer alienation.

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski January 27, 2020
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 […]

Use Our Latest Forrester Wave™ To Pick The Best Vendors For Marketing Measurement And Optimization

Tina Moffett January 21, 2020


Google Takes Aim At Third-Party Cookies — Here’s Our Take

Joanna O'Connell January 17, 2020


Predictions 2020: B2C Marketers Will Balance Cost Concerns With Customer Expectations

Tina Moffett October 29, 2019
Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.

Introducing The Forrester Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

Tina Moffett September 27, 2019
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 […]

The Forrester Wave™: Data Management Platforms, Q2 2019

Tina Moffett June 13, 2019
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, […]
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