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Tina Moffett
Accelerate growth with marketing innovation

FORRESTERNOW

As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

Charts & Figures

CPG Marketers' Needs Differ From Marketers In Industries With Greater Access To Consumer Data

May 6, 2020

Webinar Marketing Measurement: Better ROI Today, Deeper Insight Tomorrow

February 9, 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. Unified marketing measurement is...
Report Get Your Data Deprecation Plan Together

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

February 1, 2021 | Tina Moffett, Fatemeh Khatibloo, Joanna O'Connell

Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data B2C marketers track and access. In this report, Forrester defines data...
Report Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

Vision: The Marketing Measurement And Insights Playbook

January 5, 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. Unified marketing measurement is...
Report Marketing Measurement Morphs Into Insight-Driven Marketing

Executive Overview: The Marketing Measurement And Insights Playbook

December 18, 2020 | Tina Moffett

Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...
Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

Tools And Technology: The Enterprise Marketing Technology Playbook

July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...
Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

Tools and Technology: The Omnichannel Advertising Playbook

July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...
Report CMO Priorities In Light Of The Pandemic Crisis

What To Do Now, In Early 2021, And By Year-End 2021

June 11, 2020 | Shar VanBoskirk, Tina Moffett

With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...
Webinar How The COVID-19 Pandemic Will Stun Marketing Plans, Budgets, And Priorities

June 1, 2020 | Tina Moffett, Shar VanBoskirk

The world turned upside down for all of us in March 2020. And with COVID-19 still spreading, shutdowns expanding, unemployment rocketing, business spending contracting, and consumers staying at...
Report The 2020 COVID-19 Crisis Will Stun US Marketing

CMOs: Apply An Adaptive Approach To Manage The Downturn

May 6, 2020 | Shar VanBoskirk, Tina Moffett, Rick Parrish

The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media,...
Report Three Requirements Every CPG Marketer Needs To Select A Marketing Measurement Vendor

May 6, 2020 | Tina Moffett

The indirect and highly competitive nature of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) businesses means B2C marketers in those industries face unique challenges with...
Webinar The Future Of DMPs In A Cookieless World

April 9, 2020 | Tina Moffett

Data management platforms (DMPs) help advertisers analyze, create, and syndicate audiences through media buying platforms by connecting the advertiser's first-party data with third-party cookie...
Report Synergize Marketing Measurement Tools To Optimize Brand Strategy

March 2, 2020 | Rusty Warner, Tina Moffett, Stephanie Liu

The confusing landscape of measurement tools makes it difficult for marketers to measure what's working, plan their marketing strategy, and execute that strategy across relevant customer...
Webinar The Future Of The Third-Party Cookie

Implications Of Third-Party Cookie Deprecation For Consumer Privacy And The Advertising Technology Ecosystem

February 24, 2020 | Fatemeh Khatibloo, Stephanie Liu, Tina Moffett

With Chrome, Firefox, and Safari taking active measures to limit or block third-party cookies, what’s in store for B2C marketers? This roundtable discussion examines the future of the...
Webinar Select The Right Marketing Measurement Vendor Using The Forrester Wave™

January 29, 2020 | Tina Moffett, Jim Nail

Data-driven marketing builds a fact-based marketing strategy. Marketers need the right measurement vendor to wrangle the messy interactions across journeys and use solutions to enable data-driven...
Webinar Predictions 2020: B2C Marketing

November 20, 2019 | Tina Moffett, Sarah Dawson

Unpredictable economic times, a slow decline in consumer confidence, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2019, we expected...
Report Predictions 2020: B2C Marketing

Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...
Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

Forrester's Overview Of 37 Marketing Measurement And Optimization Solution Providers

September 25, 2019 | Tina Moffett, Jim Nail

You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing...
Webinar Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins

July 30, 2019 | Tina Moffett

B2C marketers know long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The...
Webinar The Forrester Wave™: Data Management Platforms, Q2 2019

July 16, 2019 | Tina Moffett

This webinar explores the findings from the 2019 Forrester Wave on data management platforms (DMPs), which examined the capabilities and strategies of seven top vendors. Key takeaways: Learn about...
Webinar Chart Your Course To Marketing Measurement Maturity

July 9, 2019 | Tina Moffett, Jim Nail

Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...
Report The Forrester Wave™: Data Management Platforms, Q2 2019

The Seven Providers That Matter Most And How They Stack Up

June 13, 2019 | Tina Moffett, Arleen Chien

In our 34-criterion evaluation of data management platforms (DMPs), we identified the seven most significant ones — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and...