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.

Education

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

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115 results in Reports

  • Marketing Measurement
  • For B2C Marketing Professionals

    Report:Data Defines The Future Of Social Relationship Platforms

    How And Why Emerging SRPs Are Overtaking Established Vendors

    More marketers use branded Facebook pages and Twitter accounts than use any other social tactic, but barely one-half say they're satisfied.Many don't know what content to post, or when; others don't...

    • Downloads: 376
  • 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: 630
  • For Customer Insights Professionals

    Report:Determine The Best Attribution Provider Based On Long-Term Measurement Needs

    Customer insights (CI) professionals increasingly look to attribution experts for guidance and tools to help calculate true channel and customer purchase path. While there is a broad array of vendors...

    • Downloads: 408
  • For Customer Insights Professionals

    Report:Case Study: China CITIC Bank Uses Analytics To Boost Credit Card Profits

    Optimized Customer And Marketing Analytics Were The Key To Increasing Transaction Value And Profits

    Recent Forrester research has found that marketing and customer insights professionals in China have started using tools such as data mining, predictive analytics, and modeling. China CITIC Bank,...

    • Downloads: 124
  • For Customer Insights Professionals

    Report:The State Of Cross-Channel Attribution Technologies 2015

    Benchmarks: The Cross-Channel Attribution Playbook

    During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 71 customers about their cross-channel attribution efforts and their vendor partnerships....

    • Downloads: 474
  • 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: 870
  • For B2B Marketing Professionals

    Report:Benchmark B2B Social Marketing Efforts

    B2B marketers have fully embraced social tactics to help them meet their reach, depth, and relationship objectives. What they don't know is whether their adoption of social tactics is consistent with...

    • Downloads: 511
  • For B2C Marketing Professionals

    Report:Get Approval To Fund Your Social Marketing Initiative

    Business Case: The Social Marketing Playbook

    Despite widespread adoption and organizational acceptance of social media, marketers still struggle with how to build a business case to secure resources for social marketing. This report gives...

    • Downloads: 5909
  • 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: 557
  • For Customer Insights Professionals

    Report:Measure The Impact Of Cross-Channel Attribution

    Business Case: The Cross-Channel Attribution Playbook

    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: 353
  • 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 B2C Marketing Professionals

    Report:Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

    • Downloads: 2196
  • For Customer Experience Professionals

    Report:Voice Of The Customer Vendor Landscape, 2014

    A Customer Experience Professional's Guide To The VoC Vendor Market

    Companies use voice of the customer (VoC) programs to collect and analyze customer feedback, inform customer experience improvements, and track the results of those improvements. To manage the...

    • Downloads: 882
  • For B2C Marketing Professionals

    Report:Getting The Green Light For Marketing Mix Optimization

    Business Case: The Marketing Mix Optimization Playbook

    Consumers, empowered by technology, increasingly rely on digital sources of information to make better-informed purchase decisions. Marketing leaders need to gain insights into the touchpoints that...

    • Downloads: 737
  • For B2C Marketing Professionals

    Report:Mobile Advertising: It's Time To Get Personal

    Dump Your Desktop Approach For Integrated, Individualized Mobile Ads

    Nearly a third of the world's population is equipped with smartphones, and saturation reaches more than two-thirds in major markets like Hong Kong, the UK, and the US. This creates a huge mobile...

    • Downloads: 512
  • For B2C Marketing Professionals

    Report:The Forrester Wave™: SEO Platforms, Q4 2012

    Rio SEO Leads, With BrightEdge Following As A Strong Performer

    Forrester's 21-criteria evaluation of SEO platforms evaluates the four largest providers of tools for organic search auditing, ranking support, measurement, and project management: BrightEdge,...

    • Downloads: 711
  • For B2B Marketing Professionals

    Report:Drive Continuous Improvement With A Holistic Measurement System

    Continuous Improvement: The Lead-To-Revenue Playbook

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing's activities (and budget) to the result of revenue generation. But creating a system for sustained,...

    • Downloads: 613
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Key Metrics And Initiatives

    eCommerce continues to grow at a rapid pace; on average, the retailers surveyed for Forrester and Shop.org's annual The State of Retailing Online study experienced 28% growth in sales in 2012 over...

    • Downloads: 1549
  • 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: 606
  • For B2C Marketing Professionals

    Report:Social Media Measurement In China

    Marketers are increasingly funding social media programs in China, hoping for phenomenal returns. But most are still beginners at social measurement — focusing on simplistic metrics such as...

    • Downloads: 227
  • For Customer Insights Professionals

    Report:Five Keys To Unlock Additional Funding For Customer Loyalty

    Business Case: The Customer Loyalty Playbook

    Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Many executives intuitively understand that customer...

    • Downloads: 148
  • For CMO Professionals

    Report:It's Time To Put Shoppers Back Into Shopper Marketing

    Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

    CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

    • Downloads: 389
  • For B2B Marketing Professionals

    Report:Lead-To-Revenue Management Benefits Register

    This provisional lead-to-revenue benefits register is a companion toolkit to "Plan, Don't Hope, For Lead-To-Revenue Benefits," the performance management report of the lead-to-revenue playbook. The...

    • Downloads: 23
  • For Customer Insights Professionals

    Report:Build Capabilities For Measurement Success

    Strategic Plan: The Cross-Channel Attribution Playbook

    Firms fail at marketing measurement; they cannot keep up with the customer's complex purchase path and their changing cross-channel marketing efforts. A clear measurement strategy enables customer...

    • Downloads: 480
  • For CMO Professionals

    Report:Predictions 2015: CMOs Boldly Reach For More Influence In The Enterprise

    More Internal Influence Will Require Marketing Optimization

    It's the middle of the decade, and chief marketing officers (CMOs) find themselves in the middle of a dilemma. The CMO role has yet to emerge fully from its historical communications, promotion, and...

    • Downloads: 492