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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130 results in Reports

  • Marketing Measurement
  • For B2C Marketing Professionals

    Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    The Nine Providers That Matter Most And How They Stack Up

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

    • Downloads: 1037
  • For B2C Marketing Professionals

    Report:"Viewability" Brings Transparency To The Display Ads Market

    Both Advertisers And Publishers Will Benefit From The Adoption Of A Reliable Method To Measure And Report Ad Impressions

    The emergence of a new standard, which will clearly define what a valid display ad impression is and use gross ratings points (GRPs) as its currency, is the first step toward creating a more...

    • Downloads: 294
  • 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: 583
  • For Customer Insights Professionals

    Report:B2B Measurement Needs A Reboot

    B2B Customer Insights Professionals Must Focus On Consumer Indicators To Drive Business Success

    Business-to-business (B2B) organizations struggle to provide a holistic measurement framework. B2B customer insights (CI) professionals must constantly deal with siloed, incomplete measurement of...

    • Downloads: 209
  • For B2C Marketing Professionals

    Report:Establish A Baseline For Mobile KPIs

    Benchmarks: The Mobile Marketing Playbook

    Marketers continue to advance from being mobile novices to approaching mobile strategically. With this maturity comes the responsibility to prove the success of mobile programs. However, in a rapidly...

    • Downloads: 405
  • For B2C Marketing Professionals

    Report:The Forrester Wave™: Interactive Attribution Vendors, Q2 2012

    Visual IQ, Adometry, And ClearSaleing Lead The Category

    In Forrester's 45-criteria evaluation of interactive attribution vendors, we identified and analyzed the eight significant providers in this category — Adobe, Adometry, C3 Metrics,...

    • Downloads: 1197
  • For eBusiness & Channel Strategy Professionals

    Report:2013 Mobile Trends For eBusiness Professionals

    Some Mobile Trends Will Take Off; Others Are Over-Hyped

    With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

    • Downloads: 1165
  • 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: 913
  • For Customer Insights Professionals

    Report:Make Sense Of Customer Loyalty Measurement

    Performance Management: The Customer Loyalty Playbook

    Do you know how loyal your customers are? Loyalty means a lot of things to a lot of different organizations, and effectively measuring customer loyalty remains a road less traveled by many firms....

    • Downloads: 1387
  • 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: 831
  • 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: 381
  • 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: 1532
  • For CMO 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: 993
  • 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: 2421
  • For B2C Marketing Professionals

    Report:Search Marketing Metrics Are Too Much And Not Enough

    Performance Management: The Search Marketing Playbook

    Marketing leaders struggle to gain insights from the muck of search marketing metrics they track. In this report of the search marketing playbook, we organize metrics to help create order and...

    • Downloads: 464
  • 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: 699
  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Teams' Two Paths To Cross-Channel Measurement Success

    In The Long Term, Cross-Channel Measurement Is An Enterprisewide Concern, But In The Near Term, eBusiness Must Act Now

    eBusiness and channel strategy professionals have a lot on their plates these days: Consumers are moving across channels for sales and service, spanning digital touchpoints like Twitter and public...

    • Downloads: 337
  • 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: 940
  • 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: 684
  • For Customer Insights Professionals

    Report:The State Of Social Intelligence, 2012

    Forrester recently polled 108 listening platform customers to learn about the evolution in companies' social intelligence practices. We reviewed their vendor partnerships, the ways they use listening...

    • Downloads: 1375
  • For Customer Insights Professionals

    Report:Use Cross-Channel Attribution To Understand Marketing Effectiveness

    Vision: The Cross-Channel Attribution Playbook

    Today's customers interact with brands via a wide variety of touchpoints across different stages of the life cycle. But most customer insights (CI) professionals measure campaign success using...

    • Downloads: 910
  • For Customer Insights Professionals

    Report:Adopt The Right Marketing Metrics To Measure Success

    Performance Management: The Cross-Channel Attribution Playbook

    The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't — by recalculating key performance indicators (KPIs) in a more accurate,...

    • Downloads: 510
  • 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: 579
  • For B2C Marketing Professionals

    Report:Social Media Metrics That Matter

    Communicating The Right Data To Different Internal Stakeholders

    Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

    • Downloads: 2922
  • For CMO Professionals

    Report:Customer Life-Cycle Marketing Demands New Metrics

    Performance Management: The Customer Life-Cycle Marketing Playbook

    To win, serve, and retain customers, Forrester believes that modern marketers must make the transition from the traditional marketing funnel to the customer life cycle. Marketers must understand at...

    • Downloads: 1894