TJ Keitt

Senior Analyst serving Customer Experience PROFESSIONALS

TJ serves Customer Experience Professionals. His research focuses on the business of collaboration software, which includes adoption, business models, pricing, and positioning, and how information workers affect the adoption and deployment of collaboration software within their business. His research of the collaboration space also deals with how these technologies are applied to facilitate interactions between companies — vendor to partner, vendor to supplier, vendor to customer — for purposes of marketing, product development, and innovation. In addition, TJ researches serious gaming, which is the use of games and gaming dynamics for business or educational purposes and the use of virtual worlds for collaboration and training. His work helps professionals understand the technology and demographic trends that are affecting the markets they serve and provides guidance on how best to position their products to meet these challenges. TJ has been cited in ComputerWorld and the Financial Times.

Previous Work Experience

Prior to joining Forrester, TJ was an analyst at a new product development firm, conducting voice of the customer and litigation-related market research for technology and other firms.


TJ has a B.S. in public relations and an M.S. in applied communication research from Boston University.

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118 results in Reports

  • Marketing Measurement
  • For CMO Professionals

    Report:Wireless Brands Fail To Connect With Consumers

    Technographics® TRUE Brand Compass: Wireless

    Wireless brands have traditionally locked in customers with long contracts. But the market is changing as brands like T-Mobile blow up these traditional business models to put the control in the...

    • Downloads: 210
  • For B2C Marketing Professionals

    Report:Pick The Perfect Marketing Mix Model Partner

    Tools And Technologies: The Marketing Mix Optimization Playbook

    Marketing mix models are a combination of processes and technologies that smart marketers increasingly adopt to understand the business impact of individual elements in their plans. Picking the right...

    • Downloads: 614
  • For B2B Marketing Professionals

    Report:B2B Marketing's Big Data Destiny

    How To Make Business Buyer Data Actionable

    Business-to-business (B2B) CMOs who make business decisions based on internal data, with all of its imperfections and gaps, risk the same fate as hikers who head off into the wilderness without a...

    • Downloads: 501
  • For B2B Marketing Professionals

    Report:Gear Up To Support B2B Marketing's Big Data Destiny

    This report, originally written for chief marketing officers, includes content relevant to customer insights (CI) professionals that focus on business-to-business (B2B) activities. Here's why: B2B...

    • Downloads: 281
  • For B2B Marketing Professionals

    Report:Brief: Redesign B2B Dashboards Around Customers To Deliver Actionable Insights

    Most B2B marketers rely on static slide decks and tedious spreadsheets to demonstrate the impact of their marketing spend. Yet they are being held to higher expectations regarding ROI and faster...

    • Downloads: 402
  • For B2B Marketing Professionals

    Report:B2B Marketing Tactics: Learning From Other Verticals

    In Forrester's report, "Marketing Tactics Of Top Tech Performers," we analyzed how top-performing tech companies apply various marketing tactics and metrics, and their resultant effectiveness. In...

    • Downloads: 534
  • For B2B Marketing Professionals

    Report:Metrics That Matter In L2RM Assessment Tool: Measurement And Performance

    This assessment tool enables you to score various lead-to-revenue management performance and marketing metrics.

    • Downloads: 33
  • For B2C Marketing Professionals

    Report:Mix Art And Science For Marketing Success

    Vision: The Marketing Mix Optimization Playbook

    In the age of the customer, people have access to more media and information channels than ever before— and marketers are struggling to allocate budget effectively across channels and properly...

    • Downloads: 1224
  • For B2C Marketing Professionals

    Report:Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook

    This report for marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of marketers are still in the early...

    • Downloads: 632
  • For CMO Professionals

    Report:Engage The Enterprise To Reach Brand Experience Maturity

    Benchmarks: The Brand Experience Playbook

    In 2014, Forrester surveyed senior marketers to get a pulse on their progress toward building a resonant brand experience. The results show that marketers are still in the early stages of brand...

    • Downloads: 697
  • For B2C Marketing Professionals

    Report:Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook

    In Europe and in the US, mobile now represents, on average, more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile...

    • Downloads: 880
  • For B2C Marketing Professionals

    Report:Brief: Asia Pacific Firms Measure The Wrong Social Metrics

    Marketers Must Align Social Marketing Objectives To Business Outcomes

    Marketers are increasingly funding social media programs in Asia Pacific. But most are still beginners at social measurement — focusing on simplistic metrics such as fans, followers, and...

    • Downloads: 83
  • For Customer Insights Professionals

    Report:Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

    • Downloads: 614
  • For CMO Professionals

    Report:Measure And Manage Brand Health

    Continuous Improvement: The Brand Experience Playbook

    Managing brand health has become more complicated as the expansion of offline and online channels creates a vast array of consumer data that can be used for analysis in the post-digital age. The four...

    • Downloads: 908
  • For B2C Marketing Professionals

    Report:The Right Way To Measure Social Marketing

    Performance Management: The Social Marketing Playbook

    Measurement remains social marketers' no. 1 challenge — and too often, the metrics that marketers use harm their understanding of performance rather than help it. This report explains the two...

    • Downloads: 212
  • For B2B Marketing Professionals

    Report:Metrics That Matter For B2B Marketers

    Revenue Impact Should Top How CMOs Measure Marketing Performance

    CMOs frequently ask Forrester which metrics they should monitor and report. Business-to-business (B2B) CMOs need to do more than measure activities like click-through rates and event attendees; they...

    • Downloads: 1225
  • For B2B Marketing Professionals

    Report:Results Chain Modeling For L2RM Benefits Realization

    This toolkit is a companion to "Plan, Don't Hope, For Lead-To-Revenue Benefits," the performance management report of the lead-to-revenue playbook. In that report, we introduced three techniques that...

    • Downloads: 15
  • For Customer Insights Professionals

    Report:The Forrester Wave™: Cross-Channel Attribution Providers, Q4 2014

    The Eight Providers That Matter Most And How They Stack Up

    In Forrester's 56-criteria evaluation of cross-channel attribution vendors, we identified the eight most significant cross-channel attribution providers with advanced algorithmic-based models —...

    • Downloads: 631
  • For B2C Marketing Professionals

    Report:Quick Take: AOL Acquires Convertro, Adding Attribution To Its Ad Tech Stack

    AOL Leapfrogs Competitors To Deliver Marketers' Holy Grail

    On May 6, 2014, AOL announced its acquisition of attribution vendor Convertro for a reported $101 million dollars. This move is in keeping with the company's ongoing commitment to investing in...

    • Downloads: 101
  • For CMO Professionals

    Report:Use The Customer Life Cycle To Power Your Transformation To Customer Obsession

    Benchmarks: The Customer Life-Cycle Marketing Playbook

    Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and...

    • Downloads: 596
  • For B2C Marketing Professionals

    Report:Apply Best Practices To Your Email Marketing

    Processes: The Email Marketing Playbook

    This report highlights key processes that constitute best practices for interactive marketers whose responsibilities include email marketing. In an FAQ format, we address longstanding issues such as...

    • Downloads: 1648
  • For B2C Marketing Professionals

    Report:The Search Marketing Operations Scorecard

    Processes: The Search Marketing Playbook

    Marketing leaders looking to evolve current search marketing efforts into customer-obsessed discovery marketing programs will find they can't do so without setting up a solid operational foundation...

    • Downloads: 889
  • For Customer Insights Professionals

    Report:Measure The Impact Of Cross-Channel Attribution

    Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution...

    • Downloads: 362
  • For Customer Insights Professionals

    Report:Brief: Track Your Brand Health With Social Data

    Social listening and brand health tracking have both been valuable enterprise marketing tools for years, but now is the time for the two to come together. Surveys lend structure and allow for...

    • Downloads: 113
  • For B2C Marketing Professionals

    Report:Evaluate Your Social Marketing Capabilities

    Assessment: The Social Marketing Playbook

    Despite widespread investment in social media tactics, marketing leaders still struggle to deliver solid business outcomes with their social efforts. And "social exceptionalism" — doing social...

    • Downloads: 2561