Tina   Moffett

Tina Moffett

Senior Analyst Serving B2C Marketing Professionals

Tina serves B2C Marketing Professionals, focused on prescriptive and predictive marketing analytics (including marketing mix modeling, cross-channel attribution, and test and learn approaches), measurement strategies, best-in-class marketing and customer metrics, customer journey analytics, tools and technologies that support marketing insights, and insights to action strategies.

Previous Work Experience

Tina has 10 years' experience in customer and marketing analytics across brands, agencies, and marketing consulting firms. Prior to joining Forrester, she was an associate director at a major digital advertising agency, where she managed marketing and customer measurement and analytics efforts for a major media company. Prior to that, she was a senior manager at a major credit card company building marketing and customer models and creating reporting standards, dashboards, and metrics of success to drive marketing planning decisions and customer-based marketing strategies.

Education

Tina holds a B.A. in economic theory and English from Assumption College and a master's degree in applied economics from Southern Methodist University.

Tina Moffett

Senior Analyst Serving B2C Marketing Professionals

Tina serves B2C Marketing Professionals, focused on prescriptive and predictive marketing analytics (including marketing mix modeling, cross-channel attribution, and test and learn approaches), measurement strategies, best-in-class marketing and customer metrics, customer journey analytics, tools and technologies that support marketing insights, and insights to action strategies.

Previous Work Experience

Tina has 10 years' experience in customer and marketing analytics across brands, agencies, and marketing consulting firms. Prior to joining Forrester, she was an associate director at a major digital advertising agency, where she managed marketing and customer measurement and analytics efforts for a major media company. Prior to that, she was a senior manager at a major credit card company building marketing and customer models and creating reporting standards, dashboards, and metrics of success to drive marketing planning decisions and customer-based marketing strategies.

Education

Tina holds a B.A. in economic theory and English from Assumption College and a master's degree in applied economics from Southern Methodist University.

Tina Moffett's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Marketers: Stop Using Vanity Metrics To Value Your Marketing

    Performance Management: The Marketing Measurement And Insights Playbook

    January 11, 2018Tina 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 shares, likes, click-through rates, and impressions — and embrace metrics that clearly link marketing success to business value. This report, part of the marketing measurement and insights playbook, identifies the top metrics you should stop measuring now and introduces a group of metrics that prove the value of marketing. This is an update of a previously published report. Forrester reviews and updates reports periodically for continued relevance and accuracy. This version includes textual and graphics updates and the inclusion of the customer life cycle.

  • For B2C Marketing Professionals

    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 decisions. Marketers must have a clear marketing analytics road map, aligning the right business objectives with the right analytical approach. This report, as part of the marketing measurement and insights playbook, provides the road map to help plan and successfully deploy a measurement initiative. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This version includes expanded content and updated figures.

  • For B2C Marketing Professionals

    REPORT: Master The Mechanics Of Marketing Measurement

    Two Measurement Mainstay Approaches That Will Guarantee Better Insights

    December 21, 2017Tina 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 tests are a proven and relatively simple approach, but marketers must be more rigorous in their execution. Alternatively, they can apply more sophisticated analytical approaches, but must correct deficiencies in their analytical knowledge and experience. This report outlines foundational marketing measurement approaches and when to use them.

  • For B2C Marketing Professionals

    REPORT: Link Insights To Action With A Measurement-Driven Organization

    Organization: The Marketing Measurement And Insights Playbook

    October 3, 2017Tina Moffett

    Firms are eager to develop a more advanced marketing performance measurement approach as the next step in optimizing marketing budgets. B2C marketers must coordinate measurement goals and responsibilities as well as clarify tasks that deliver cross-channel marketing messages, strategies, and measurement. In this report, Forrester outlines the resources' responsibilities, using a RASCI chart, to help B2C marketers accurately measure cross-channel strategies. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook

    September 8, 2017Tina Moffett

    Measurement continually challenges B2C marketers because constant customer connectivity generates myriad paths to purchase. As a result, marketers fall back on elementary last-touch measurement approaches. Marketers must develop a cross-channel measurement strategy enabling them to quickly measure outcomes and complex channel relationships. It's crucial for marketers to invest in the right people, technology, and processes to create a data-driven culture. Embracing a new measurement strategy will help marketers create a data-driven strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Webinar: Pave The Path To Marketing Measurement Success

Date: February 8, 2018
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