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  • Jim Nail

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  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Marketing Measurement And Optimization Solutions

    Landscape: The Marketing Measurement And Insights Playbook
    June 12, 2017 | Jim Nail

    More-powerful technology, growing data volume, and marketers' increasingly data-driven focus are key trends drawing marketers away from measuring channel performance to quantifying business...

  • For B2C Marketing Professionals

    Report

    Report Align With Consumers' Values To Win Their Hearts And Wallets

    Follow Three Steps To A Resonant And Relevant Values Framework
    April 6, 2017 | Jim Nail, Henry Peyret

    A great product is no longer sufficient to guarantee strong sales and loyal customers. Today's empowered consumers not only reject corporate irresponsibility but also seek brands that proactively...

  • For B2C Marketing Professionals

    Report

    Report Embrace The New Marketing Performance Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook
    March 21, 2017 | Jim Nail, Tina Moffett

    As marketing evolves to influencing customers at multiple points in the customer journey, marketing measurement must fully value the role of each marketing interaction. B2C marketers must embrace...

  • For B2C Marketing Professionals

    Report

    Report Marketing's Data-Driven Future Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook
    January 26, 2017 | Jim Nail, Tina Moffett

    Today's increasingly complex media environment means once reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

  • For B2C Marketing Professionals

    Report

    Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    December 23, 2016 | Jim Nail

    Unified marketing impact analytics (UMIA) promises to apportion credit to all marketing activities. Marketers, under pressure to be more accountable for the financial returns of their efforts,...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: AT&T/Time Warner Is A Media Mega Merger For The Post-Digital Age

    AT&T Builds A Full Stack Of Digital Infrastructure, TV Distribution, And Premium Content
    October 25, 2016 | Jim Nail

    AT&T's $85.4 billion acquisition of Time Warner has the potential to disrupt the media industry through a combination of premium content, a digital distribution infrastructure, cross-device data...

  • For B2C Marketing Professionals

    Report

    Report The State Of Marketing Measurement, 2016

    Benchmarks: The Marketing Measurement And Insights Playbook
    October 11, 2016 | Jim Nail

    While marketing measurement has long been a murky discipline, B2C marketers have become much more mature in recent years. In this report, we take a dive deep into a survey of customers using...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q4 2016

    Tools And Technology: The Marketing Measurement And Insights Playbook
    October 11, 2016 | Tina Moffett, Jim Nail

    In our 25-criteria evaluation of marketing measurement and optimization solutions, we identified the 10 most significant providers —Analytic Partners, AOL Convertro, Google, Ipsos MMA, IRI,...

  • For B2C Marketing Professionals

    Report

    Report Brief: TV Planning Goes Data-Driven And Audience-Based

    But Please Don't Call It "Programmatic"
    September 21, 2016 | Jim Nail

    TV can no longer resist the advances of data and technology that have dramatically altered the rest of the marketing universe. The industry is abuzz over TV's "programmatic" future. Does this mean...

  • For CMO Professionals

    Report

    Report How Metrics Drive Your Customer Obsession

    Hint: Customer-Obsessed Companies Embrace Metrics Differently
    July 14, 2016 | Tina Moffett, Jim Nail

    Customer-obsessed companies put customers and their experiences at the center of their business. And they need metrics to quantify the business result of customer obsession and to incent...

  • For CIO Professionals

    Report

    Report How Metrics Drive Your Customer Obsession

    Hint: Customer-Obsessed Companies Embrace Metrics Differently
    July 14, 2016 | Tina Moffett, Jim Nail

    Customer-obsessed companies put customers and their experiences at the center of their business. And they need metrics to quantify the business result of customer obsession and to incent...

  • For B2C Marketing Professionals

    Report

    Report Programmatic Transforms Digital Media Buying

    Marketers Embrace Programmatic Despite Fraud And Transparency Concerns
    May 3, 2016 | Jim Nail

    What a difference two years makes: Programmatic buying has transformed from a curiosity in 2014 to a method a majority of survey respondents use today. The second Association of National...

  • For B2C Marketing Professionals

    Report

    Report Thriving In A Post-Digital World

    Adopt New Marketing Rules To Connect With Entitled Customers
    April 26, 2016 | Shar VanBoskirk, Jim Nail

    We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not more...

  • For B2C Marketing Professionals

    Report

    Report Brief: Binge Viewing Won't Kill TV Advertising

    TV Advertisers Should Take Advantage Of This New Viewing Behavior
    April 20, 2016 | Jim Nail

    The archives of TV episodes and movies that over-the-top video services like Netflix offer lure viewers to binge watch multiple consecutive hours of content. B2C marketers worry that this viewing...

  • For B2C Marketing Professionals

    Report

    Report OTT Ushers In A New Era For TV

    Marketers Must Prepare Now For The Inflection In TV Viewing Behavior
    April 8, 2016 | Jim Nail

    Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows...

  • For B2C Marketing Professionals

    Report

    Report Pave The Path To Measurement Success

    Road Map: The Marketing Measurement And Insights Playbook
    February 24, 2016 | 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...

  • For B2C Marketing Professionals

    Report

    Report Brief: TV And Digital Video Convergence Accelerates

    Marketers Take Early Steps Toward An Omnichannel Video Future
    January 11, 2016 | Jim Nail

    Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Video Advertising Demand-Side Platforms, Q4 2015

    The 10 Providers That Matter Most And How They Stack Up
    November 30, 2015 | Jim Nail

    In our 21-criteria evaluation of video advertising demand-side platform (DSP) providers, we identified the 10 most significant vendors and researched, analyzed, and scored them. This report shows...

  • For B2C Marketing Professionals

    Report

    Report Brief: Digital Platforms Free Video From TV's Shackles

    As Video Consumption Blossoms Online, Cross-Platform Video Advertising Demands New Rules
    August 17, 2015 | Jim Nail, Collin Colburn

    Digital video consumption is booming and increasingly converging with traditional television. Consumers not only choose to view TV via over-the-top (OTT) devices and services but also broaden their...

  • For B2C Marketing Professionals

    Report

    Report Making Sense Of The Video Ad Ecosystem

    How Consolidation Will Take The Video Ad Ecosystem To Its Audience-Centric Future
    August 5, 2015 | Jim Nail

    The convergence of TV content with digital formats and distribution will dramatically change decades-old practices for how advertising is planned, bought, and measured. A rush of video ad-tech...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: Verizon Buys AOL To Recast Ad Tech's Foundations

    Forget About The Media Assets, This Deal Is All About Audience Targeting Capabilities
    May 13, 2015 | Luca S. Paderni, James L. McQuivey

    On May 12, 2015, Verizon announced its acquisition of AOL for a reported $4.4 billion dollars. This move is in keeping with the company's ongoing commitment to investing in technology and talent to...

  • For B2C Marketing Professionals

    Report

    Report 2015: The Year Of The Big Digital Shift

    B2C Marketers Boost Digital Budgets Despite Lingering Knowledge Gaps
    April 8, 2015 | Jim Nail

    A recovering economy is fueling increases in marketing budgets, while shifting consumer behaviors — particularly the embrace of digital and mobile tools — feed these increases into the...

  • For B2C Marketing Professionals

    Report

    Report Brief: With Exelate Acquisition, Nielsen Recognizes TV's Impending Addressable Future

    March 10, 2015 | Jim Nail

    TV audiences are splintering across multiple devices; streaming platforms are becoming increasingly available; and the innovation brought on by dynamic ad insertion technologies is finally allowing...

  • For Infrastructure & Operations Professionals

    Report

    Report Bolster Your Brand With A Greener Technology Ecosystem

    How Technology Strategy Contributes To Brand Positioning And Differentiation
    February 17, 2015 | Sophia I. Vargas, Jim Nail

    Your customers, employees, partners, and possibly regulators demand increasing transparency in company operations and products. Among the various aspects of transparency they seek is greater...

  • For B2C Marketing Professionals

    Report

    Report Making Sense Of New Video Consumption Behavior

    The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes
    January 22, 2015 | Jim Nail

    Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also...