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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118 results in Reports

  • Marketing Measurement
  • For Customer Insights Professionals

    Report:Organize For Marketing Measurement

    Organization: The Cross-Channel Attribution Playbook

    Firms are eager to develop a fully integrated marketing performance measurement strategy as the next step in optimizing marketing budgets and plans. But how do they manage the process? This report...

    • Downloads: 408
  • 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: 975
  • 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: 368
  • 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: 685
  • 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: 73
  • 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: 125
  • 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: 476
  • For B2C Marketing Professionals

    Report:Media Buying's Evolution Challenges Marketers

    Continuous Improvement: The Digital Media Buying Playbook

    The rise of digital media and the increasing use of new, automated, impression-by-impression platforms for planning, buying, and measuring all forms of media have upended traditional marketing and...

    • Downloads: 391
  • 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: 811
  • 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: 1179
  • 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: 340
  • For B2C Marketing Professionals

    Report:Extract Business Value From Your Mix Model

    Case Study: USAA Leverages A New Model And Processes To Drive Marketing Decisions

    USAA, a large financial services firm, has successfully leveraged marketing mix optimization to uncover the strategic drivers of the business. The insights helped USAA recalibrate marketing and media...

    • Downloads: 253
  • 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: 266
  • For CMO Professionals

    Report:Brand Health Measurement Is Ripe For Digital Disruption

    Tools And Technology: The Brand Experience Playbook

    Chief marketing officers (CMOs) have long turned to brand health measurement to keep a pulse on how the marketplace perceives their brand. But how relevant are these traditionally slow-moving and...

    • Downloads: 690
  • 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: 620
  • For Customer Insights Professionals

    Report:Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Cross-Channel Attribution Playbook

    Customer insights (CI) professionals are constantly asked to measure the impact of marketing and media campaigns on key metrics, including gross margin and customer profitability. They must measure...

    • Downloads: 774
  • For B2C Marketing Professionals

    Report:Measure Content Marketing For Success

    Performance Management: The Content Marketing Playbook

    Content marketing is one of marketers' biggest winners in terms of net new budget, as they realize that valuable, customer-centric content is an effective way to engage with empowered customers. With...

    • Downloads: 550
  • 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: 491
  • For B2B Marketing Professionals

    Report:Plan, Don't Hope, For Lead-To-Revenue Benefits

    Performance Management: The Lead-To-Revenue Playbook

    A great number of benefits are forecast to build the lead-to-revenue management (L2RM) business case. Unfortunately, benefits don't always happen according to plan. In fact, they don't always happen...

    • Downloads: 135
  • 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: 447
  • 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: 380
  • For B2C Marketing Professionals

    Report:The Scientific Method Comes To Marketing

    Executive Overview: The Marketing Mix Optimization Playbook

    When making their investment decisions across the marketing mix, marketing leaders face the constant challenge of coping with the proliferation of communication and engagement platforms, more elusive...

    • Downloads: 933
  • For CMO Professionals

    Report:Measure Brand Resonance With The TRUE Brand Compass

    Landscape: The Brand Experience Playbook

    Technology-empowered consumers today have access to more information on brands than ever before and demand more of these brands. In turn, chief marketing officers (CMOs) are challenged to understand...

    • Downloads: 722
  • 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: 1619
  • For B2C Marketing Professionals

    Report:Benchmark Your North American Social Marketing Efforts

    Benchmarks: The Social Marketing Playbook

    North American marketers have fully embraced social tactics to help them meet their reach, depth, and relationship objectives, using an average of 7.5 social tactics each. In this report, we show you...

    • Downloads: 365