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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: Chart Your Course To Marketing Measurement Maturity

    Roadmap: The Marketing Measurement And Insights Playbook

    December 1, 2020Tina Moffett, David Novitzky

    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 roadmap, aligning the right business objectives with the right analytical approach. This report provides the roadmap 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. We revised this edition to factor in new ideas.

  • For B2C Marketing Professionals

    REPORT: Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook

    November 17, 2020Tina Moffett, David Novitzky

    In order to measure the impact of marketing and media campaigns on key business metrics, B2C marketers must build a new approach to marketing performance measurement that includes data and analytics skills, ingestion of non-marketing data into marketing measurement, and collaboration with other functions. This self-assessment helps B2C marketers identify gaps in the essential competencies and activities needed to support a marketing measurement practice to drive an insight-driven business. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: How Data Deprecation Diminishes DMPs And What To Do About It

    August 17, 2020Tina Moffett

    Data deprecation limits advertisers' use of data management platforms (DMPs) for audience building, syndication, and targeting. In a world without third-party cookie data, B2C marketers must rethink how they can use their DMPs. This report helps B2C marketers understand what they need to do to future-proof their existing DMP relationships and optimize audience targeting and syndication in a post-cookie world.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

    Tools And Technology: The Enterprise Marketing Technology Playbook

    July 30, 2020 Mary Pilecki, David Novitzky, Jessica Liu, Stephanie Liu, Tina Moffett, Jim Nail, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 20 most used or talked-about technology categories that underpin moments-based marketing. B2C marketers should read this report to shape their firm's investment approach to martech.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

    Tools and Technology: The Omnichannel Advertising Playbook

    July 30, 2020 Mary Pilecki, Sarah Dawson, Collin Colburn, Tina Moffett, Joanna O'Connell, Ryan Skinner, Joe Stanhope

    Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is evolving, and external forces such as data deprecation are accelerating disruption. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 14 tech categories that support omnichannel advertising. B2C marketers should read this report to shape their firm's investment approach to these technologies.

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