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  • Tina Moffett

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  • For B2C Marketing Professionals

    Report

    Report Collaborate With Finance To Prove Marketing's Business Value

    Align Goals To Ensure Marketing Continues To Contribute To The Bottom Line
    May 17, 2017 | Tina Moffett

    Competition, consumer choice, and innovation force firms to scrutinize key financial metrics to meet revenue goals and keep up with market demand. B2C marketers are now more accountable and must...

  • For B2C Marketing Professionals

    Report

    Report Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook
    March 31, 2017 | Tina Moffett

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns against key business metrics. To ensure that they can do this successfully, B2C...

  • 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 Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    February 22, 2017 | Tina Moffett

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed and insights are derived continuously, enabling a more...

  • For B2C Marketing Professionals

    Report

    Report Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook
    January 31, 2017 | Tina Moffett

    B2C marketers struggle with measurement because of the influx of data caused by constant customer connectivity. As a result, marketers fall back on elementary last-touch measurement approaches....

  • 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 Measure Marketing Engagement Right Or Not At All

    What You Think Is Valuable Engagement For Your Brand May Not Really Be That Valuable
    January 19, 2017 | Tina Moffett, Samantha Merlivat

    B2C marketers are measuring engagement to gauge the success of online marketing campaigns, but engagement rate are meaningless — and in some cases harmful — if not measured correctly. Read this...

  • For B2C Marketing Professionals

    Report

    Report Link Insights To Action With A Measurement-Driven Organization

    Organization: The Marketing Measurement And Insights Playbook
    November 8, 2016 | Tina Moffett

    Firms are eager to develop a unified marketing impact analytics (UMIA) approach as the next step in optimizing marketing budgets. But how do they manage the process? This report helps B2C marketing...

  • For Customer Insights Professionals

    Report

    Report Vendor Landscape: Customer Journey Analytics Providers

    Align Journey Analytics Objectives With The Right Partner

    Customer experience (CX) and customer insights (CI) professionals use journey analytics to help them identify what customers are doing, thinking, and feeling; the touchpoints that they use; and the...

  • 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 Marketers: Stop Using Vanity Metrics To Value Your Marketing

    Performance Management: The Marketing Measurement And Insights Playbook
    September 6, 2016 | Tina Moffett

    B2C marketers have a glut of metrics to help them determine marketing effectiveness. But more metrics don't necessarily mean better insights. Marketers must let go of vanity-based metrics — such as...

  • 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 Customer Experience Professionals

    Report

    Report Brief: Learning From Three Early Adopters Of Customer Journey Analytics

    Companies use journey analytics to improve key customer journeys, evaluate opportunities for journey innovations, and boost retention, enrichment, and advocacy loyalty. Forrester conducted in-depth...

  • For Application Development & Delivery Professionals

    Report

    Report Boost Customer Insights With Actionable Marketing Dashboards

    A Practical Guide For Technology And Business Professionals To Collaboratively Build Effective Marketing Dashboards
    March 7, 2016 | Boris Evelson, Tina Moffett

    In this report, application development and delivery (AD&D) pros will learn about the strategies, goals, objectives, and challenges that their customer insights (CI) colleagues face when defining...

  • For Customer Insights Professionals

    Report

    Report Use Marketing Dashboards To Uncover Customers' Behavior

    A Practical Guide For Business And Technology Professionals To Build Effective Marketing Dashboards Together
    March 7, 2016 | Tina Moffett, Boris Evelson

    Customer insights (CI) professionals are tasked with measuring, analyzing, and optimizing marketing activities. But they struggle to find the right dashboard to share insights across the...

  • 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 Customer Insights Professionals

    Report

    Report Q&A: The Seven Things You Need To Know About Unified Marketing Impact Analytics

    December 11, 2015 | Tina Moffett

    Unified marketing impact analytics (UMIA) calls for customer insights professionals to leverage different marketing analytics approaches to achieve a single view of marketing performance. CI pros...

  • For Customer Insights Professionals

    Report

    Report Drive Customer Obsession With Journey Analytics

    Use Quantitative And Qualitative Customer Data To Analyze, Optimize, And Predict Behavior

    Customers use a range of touchpoints to discover, explore, buy, and engage with products and services. Yet companies continue to optimize touchpoints in isolation, struggle to prove the value of...

  • For Customer Insights Professionals

    Report

    Report Fuel High-Performance Marketing With Modern Measurement Mechanics

    August 10, 2015 | Tina Moffett

    Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester...

  • For Customer Insights Professionals

    Report

    Report Executive Q&A: What You Need To Know About Return On Marketing Investment

    April 17, 2015 | Tina Moffett

    Return on marketing investment (ROMI) measures the financial impact of your marketing investments. ROMI guides your future marketing strategy and planning to the ultimate goal of acquiring and...

  • For Customer Insights Professionals

    Report

    Report Brief: Customize Your Cross-Channel Attribution Technology RFP

    March 24, 2015 | Tina Moffett

    Forrester frequently takes inquiries about cross-channel attribution technology capabilities, the vendor landscape, and key considerations for vendor selection. We've found that customer insights...

  • For Customer Insights Professionals

    Report

    Report The State Of Cross-Channel Attribution Technologies 2015

    Benchmarking Marketers' Cross-Channel Attribution Initiatives
    March 9, 2015 | Tina Moffett

    During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 71 customers about their cross-channel attribution efforts and their vendor partnerships....

  • For Customer Insights Professionals

    Report

    Report Adopt The Right Marketing Metrics To Measure Success

    February 24, 2015 | Tina Moffett

    The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't — by recalculating key performance indicators (KPIs) in a more accurate,...

  • For Customer Insights Professionals

    Report

    Report Use Cross-Channel Attribution To Understand Marketing Effectiveness

    December 18, 2014 | Tina Moffett

    Today's customers interact with brands via a wide variety of touchpoints across different stages of the life cycle. But most customer insights (CI) professionals measure campaign success using...