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  • Jim Nail

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  • Report Spend On Marketing Performance Measurement Doubles By 2023

    Benchmarks: The Marketing Measurement And Insights Playbook
    September 17, 2018 | Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Demand for software and services...

  • Report Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook
    September 14, 2018 | Jim Nail

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns on key business metrics. This requires marketers to go beyond reports of siloed...

  • Report Brands Forget The Rules Of Modern Marketing When Crisis Hits

    Manage Risk And Reputation With A Customer-Obsessed Approach
    August 23, 2018 | Emily Collins, Jim Nail

    Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with...

  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    August 15, 2018 | Jim Nail, Michelle Bishop

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

  • Report Customer-Obsessed Marketing Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook
    July 19, 2018 | Tina Moffett, Jim Nail

    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...

  • Report Embrace A Unified Marketing Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook
    July 2, 2018 | Jim Nail, Tina Moffett

    Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

  • Report The Digital Transformation Of Video Advertising Arrives

    Addressable And Advanced TV Buying Hits The Inflection Point
    May 16, 2018 | Jim Nail

    Television advertising has resisted the tide of technological change — until now. The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey shows that adoption of...

  • Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018

    Tools And Technology: The Marketing Measurement And Insights Playbook
    April 16, 2018 | Jim Nail, Tina Moffett

    In our 34-criteria evaluation of marketing measurement and optimization solutions, we identified the eight most significant providers — Analytic Partners, Data2Decisions, Ipsos MMA, IRI, Kantar...

  • Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Omnichannel Advertising Playbook

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and...

  • Report Ignite Customer-Centric Thinking Companywide

    Advanced Level: Mindset Practices For Marketing Innovation
    March 16, 2018 | Laura Ramos, Jim Nail

    Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote...

  • Report Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation
    March 16, 2018 | Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will require...

  • Report Three Steps To Modernize Marketing Thinking

    Beginner Level: Mindset Practices For Marketing Innovation
    March 16, 2018 | Jim Nail, Laura Ramos

    Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers'...

  • Report Pave The Path To Marketing Measurement Success

    Road Map: The Marketing Measurement And Insights Playbook
    January 2, 2018 | Jim Nail, Tina Moffett

    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 Master The Mechanics Of Marketing Measurement

    Two Measurement Mainstay Approaches That Will Guarantee Better Insights
    December 21, 2017 | Tina Moffett, Jim Nail

    Despite the progress that B2C marketers have made in marketing measurement maturity, they remain confused and overwhelmed about the numerous measurement techniques and when to use them. In-market...

  • Report The Marketing Measurement Action Gap

    December 21, 2017 | Jim Nail

    Marketing measurement has long been a challenging discipline. But an elite segment of B2C marketers has embraced marketing measurement and optimization technologies to dramatically improve their...

  • Report Predictions 2018: Data Drives Media Disruption

    Who Has Data, And How The Way They Use It Will Determine Success

    The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C...

  • Report How To Advertise To Consumers Who Hate Ads

    Create Customer-Obsessed Advertising By Making Ads That Are Human, Helpful, And Handy
    July 21, 2017 | Jim Nail, Drew Green

    With advertisers struggling against ad blocking, cord cutting, and fragmented audiences, the ad industry seems doomed. But while these trends are factual and challenging, they are not necessarily...

  • 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...

  • 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...

  • 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...