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: 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 Millward Brown, Marketing Evolution, Neustar, and Nielsen Visual IQ — and researched, analyzed, and scored their capabilities. This report shows how each provider measures up and helps B2C marketers make the right choice for their firms.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing

    April 5, 2018 Mary Pilecki, Stephanie Liu, Erna Alfred Liousas, Tina Moffett, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

  • For CMO Professionals

    REPORT: The Future Of Marketing Insights

    Advanced Level: Insights Practices For Marketing Innovation

    February 22, 2018Tina Moffett

    Customer-obsessed companies that make insights-driven decisions are growing more than 30% annually on average. CMOs are embracing data, knowledge, and organizational trends to elevate their understanding of customer interactions that drive the business. But CMOs must also support insights innovation or risk not keeping pace with customers' changing behaviors and demands. This report shows how CMOs can blend customer, marketing, and business insights to drive deeper engagement with their customers.

  • 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.

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