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  • Jim Nail

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  • Webinar Chart Your Course To Marketing Measurement Maturity

    Tuesday, July 9, 2019, 11:00 a.m.-11:40 a.m. Eastern time (16:00-16:40 GMT) | 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 Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook
    May 15, 2019 | 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...

  • Blog TV’s Tectonic Shift Just Happened

    May 14, 2019 | Jim Nail

    Did you feel the earthquake that hit the television business today? You should . . . I’ve long used the geologic concept of plate tectonics as a metaphor for the television business. Like the...

  • Report Three Steps To Modernize Marketing Thinking

    Beginner Level: Mindset Practices For Marketing Innovation
    May 13, 2019 | 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 Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation
    May 7, 2019 | Jim Nail, Laura Ramos

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

  • Webinar Changing Expectations Fuel Direct-To-Consumer Disruption

    April 25, 2019 | Anjali Lai, Jim Nail

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...

  • Report Sales Guarantees Creep Into TV Ad Buying

    Don't Assume Proving Sales Is The Holy Grail Of TV Measurement
    April 18, 2019 | Jim Nail, Arleen Chien

    With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the...

  • Report Changing Expectations Fuel Direct-To-Consumer Disruption

    Consumers Redefine Convenience, Quality, And Trust
    April 2, 2019 | Jim Nail, Anjali Lai

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...

  • Forum Consumer Marketing 2019

    Beyond The Direct-To-Consumer Revolution
    April 2, 2019 | New York City | Jim Nail, Anjali Lai, Melissa Parrish

    Direct-to-consumer (DTC) brands have captured consumers’ admiration and loyalty … but most have an unsustainable economic model. Traditional brands are optimized to deliver financial...

  • Blog Empowered Customers’ Needs Fuel The Hot DTC Disruptor Trend

    March 28, 2019 | Jim Nail

    More than 400 digitally native, direct-to-consumer (DTC) disruptor brands have burst on the scene — brands going beyond the online ordering offered by traditional catalog or eCommerce retailer...

  • Blog Apple Services = Yawn; Apple Positioning = Consumer Protector

    March 26, 2019 | Jim Nail

    Apple yesterday laid out a set of new services, including its new streaming TV service, but the overarching story is much bigger. Tim Cook orchestrated a show of Apple flexing the muscle of its 1.4...

  • Report Harness Marketing's Most Powerful Tool: Emotion

    New Techniques Reveal Consumers' Real Decision Process
    February 14, 2019 | Jim Nail

    Emotions are essential to marketing, experience, and loyalty but have long seemed beyond rigorous definition and quantification. But market research firms are translating recent neuroscience and...

  • Webinar Define And Measure Emotion For More Effective Customer Engagement

    February 5, 2019 | Jim Nail

    Emotions are essential to marketing, experience, and loyalty but have eluded the rigorous quantification and measurement that now apply to engagement, conversion, and sales effects of marketing....

  • Blog Super Bowl LIII Ad Themes: Dystopian Robotics And Uplifting Values

    February 4, 2019 | Jim Nail

    Pity The Poor Robots Q2 was all about robots and AI: Pringles, Google “100 Billion Words,” Mercedes A-Class, TurboTax Live, and Sprint, while Michelob slipped a robot ad into early Q3...

  • Blog Gillette’s Latest “We Believe” Response Earns A C- Grade

    January 24, 2019 | Jim Nail

    After I lambasted Gillette for its initial response to the blowback to the “We Believe” campaign, it’s only fair that I acknowledge that the firm has continued to engage with the controversy. Damon...

  • Blog Gillette’s Path Forward With “We Believe”: Own The Controversy

    January 18, 2019 | Jim Nail

    In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking...

  • Blog Gillette’s Biggest Mistake — And How To Fix It

    January 18, 2019 | Jim Nail

    This video gives a 2-minute summary of the biggest mistake Gillette has made with the “We Believe” campaign and what the brand can do now to fix it....

  • Blog Netflix Has Become HBO

    January 18, 2019 | Jim Nail

    In a 2013 article in GQ, Netflix Chief Content Officer Ted Sarandos laid out the then-nascent streaming company’s challenge: “The goal is to become HBO faster than HBO can become...

  • Blog Gillette Just Admitted That It Has No Values

    January 17, 2019 | Jim Nail

    I’ve held off blogging about Gillette’s “We Believe” campaign, as there are plenty of pundits praising and trashing its strategy, execution, and use of the term “toxic...

  • Blog Hulu Signals An Inflection Point For OTT

    January 14, 2019 | Jim Nail

    You’ve likely read the facts: Hulu announced that it has 25 million subscribers and collected $1.5 billion in advertising revenue in 2018. (For more information and analysis, check out this...

  • Report Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    January 11, 2019 | Jim Nail, 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...

  • Webinar Predictions 2019: B2C Marketing

    January 9, 2019 | Jessica Liu, Stephanie Liu, Jim Nail

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preferences and privacy taking center stage in 2018, B2C...

  • Report Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook
    December 7, 2018 | Jim Nail

    Technology, data, and analytics enable a more sophisticated approach to measuring marketing performance than simplistic last-touch methods or brand-lift approaches. But to evolve to a data-driven,...

  • Blog Trends In Marketing Measurement You Need To Follow In 2019

    December 6, 2018 | Jim Nail

    Marketers are held to an ever-higher standard of accountability to ROI and business impact. But many marketers struggle to meet these expectations, hampered by long-established habits and lack of...

  • Report Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...

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