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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117 results in Reports

  • Marketing Measurement
  • 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: 704
  • For B2C Marketing Professionals

    Report:Lessons From The 2013 Forrester Groundswell Awards

    Outstanding marketers at both B2C and B2B companies took a variety of approaches in Forrester's 2013 Groundswell Awards, and each of them demonstrated strong and measurable business results. Use this...

    • Downloads: 127
  • 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: 499
  • 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: 135
  • 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 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: 860
  • For Customer Insights Professionals

    Report:Embrace Cross-Channel Attribution As The New Marketing Measurement Standard

    Executive Overview: The Cross-Channel Attribution Playbook

    Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices,...

    • Downloads: 992
  • For B2C Marketing Professionals

    Report:Measurement Is A Digital Media Buyer's Best Friend

    Performance Management: The Digital Media Buying Playbook

    Every digital marketing leader knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel...

    • Downloads: 784
  • 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: 526
  • 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: 877
  • For B2C Marketing Professionals

    Report:Best Practices For Display Marketing

    Processes: The Digital Media Buying Playbook

    As more and more marketing leaders buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build a...

    • Downloads: 693
  • 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: 486
  • 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: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: 372
  • For CMO Professionals

    Report:Quality Of Products And Service Support Positive Brand Resonance For Insurance Firms

    Technographics® TRUE Brand Compass: General Insurance

    Brands in the general insurance business — life, auto, and home — must prove that they are trusted across every touchpoint as consumers increase their expectations. This will force...

    • Downloads: 265
  • For CMO Professionals

    Report:Invest In The Brand Building Experience

    Business Case: The Brand Experience Playbook

    In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders seeking to defend or increase their...

    • Downloads: 820
  • For B2C Marketing Professionals

    Report:Adopt A Staged Approach For Successful Marketing Optimization

    Road Map: The Marketing Mix Optimization Playbook

    Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps tame the flood of data from an increasingly fragmented media and marketing landscape,...

    • Downloads: 795
  • For B2B Marketing Professionals

    Report:Lead-To-Revenue Management Benefits Realization Plan

    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: 28
  • 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: 116
  • For Customer Insights Professionals

    Report:Forrester's Attribution ROI Calculator

    Cross-channel attribution measurement accurately allocates credit across different marketing tactics and media assets, resulting in quantifying the customer purchase path. This toolkit, part of...

    • Downloads: 41
  • For B2C Marketing Professionals

    Report:Expanding Publishers' Monetization With Sell Side Platforms And Exchanges

    Premium publishers with direct sales teams that wish to meet marketers' growing demands to buy and execute programmatically, complete with the ability to integrate first- and third-party data, are...

    • Downloads: 206
  • 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: 590
  • 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: 386
  • 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: 1630
  • For Customer Experience Professionals

    Report:Voice Of The Customer Vendor Go-To-Market Strategies, 2014

    Exercise Due Diligence When Selecting VoC Vendors

    When companies select vendors to support their voice of the customer (VoC) programs, they must look not only at vendor capabilities but also at other factors that drive success in the vendor...

    • Downloads: 443