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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121 results in Reports

  • Marketing Measurement
  • 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: 523
  • 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: 776
  • 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: 234
  • 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: 411
  • 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: 1181
  • 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: 640
  • For CMO Professionals

    Report:Health Insurance Brands Must Earn Consumer Trust

    Technographics® TRUE Brand Compass: Health Insurance

    US health insurance brands can now go directly to consumers beyond employer-sponsored programs. With this shift, leading health insurance chief marketing officers (CMOs) must pay more attention to...

    • Downloads: 334
  • 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: 708
  • 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: 523
  • 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: 1253
  • 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: 280
  • For B2C Marketing Professionals

    Report:In-Stream Audio Advertising

    Expand Your Buys, Extend Your Reach, And Get Advertising Traction On Mobile

    In-stream audio is an attractive medium, as it offers a unique user experience supported by targeted reach and guaranteed impressions to support brand goals. In-stream audio advertising is a...

    • Downloads: 338
  • For Customer Insights Professionals

    Report:Embrace The New Marketing Performance Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook

    Marketing measurement has evolved beyond last-touch credit. More and more marketers and customer insights (CI) pros understand that assigning marketing credit must reflect the dynamic purchase path....

    • Downloads: 1141
  • For CMO Professionals

    Report:Financial Service Brands Fail To Earn TRUE Consumer Trust

    Technographics® TRUE Brand Compass: Financial Services

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all industries now have a steeper hill to climb to earn brand preference, referral, and...

    • Downloads: 451
  • 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: 943
  • For CMO Professionals

    Report:CMOs Must Prepare For Lead-To-Revenue Investments Now

    Balance People And Process To Fund L2RM

    This report, originally written for customer insights professionals, includes content relevant to CMOs, especially those leading marketing for business-to-business (B2B) companies. Here's why:...

    • Downloads: 301
  • 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: 1658
  • 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: 103
  • 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: 813
  • For Application Development & Delivery Professionals

    Report:Align AD&D And Marketing Metrics For Delivery

    Performance Management: The Digital Experience Delivery Playbook

    Marketers already have access to customer and business metrics to help them benchmark their success. But when it comes to measuring application development and delivery (AD&D) teams, they look at...

    • Downloads: 263
  • For Customer Insights Professionals

    Report:Marketing Measurement Metamorphoses

    Landscape: The Marketing Measurement And Insights Playbook

    More-powerful technology, growing data volume, and marketers' increasingly data-driven focus are key trends driving significant innovation in the marketing performance measurement sector. This gives...

    • Downloads: 131
  • For B2C Marketing Professionals

    Report:Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution

    Tools And Technology: The Content Marketing Playbook

    Content marketing has rapidly gained marketers' attention as a new way to build deeper relationships with customers. But marketers' ability to sustain a meaningful content marketing strategy rests on...

    • Downloads: 562
  • 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: 966
  • For CMO Professionals

    Report:The Operating Model For Customer Obsession

    We know and have proven that a better customer experience correlates with higher revenue growth. But what does it take to succeed in your quest for the level of customer obsession needed to drive...

    • Downloads: 199
  • 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: 889