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 Mechanics Of Trust

    Take A Three-Pronged Approach To Build Trust With Empowered Customers

    In today's always-on, post-digital world, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a modern,...

    • Downloads: 135
  • For B2B Marketing Professionals

    Report:Make Sales Efficiency A Key Addition To Your B2B Content Marketing Metrics

    Successful B2B marketing depends on content marketing to engage prospects and customers, as well as to support more effective sales execution. Marketers must prove that budgets spent on content...

    • Downloads: 305
  • For B2C Marketing Professionals

    Report:Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns against key metrics. To ensure that they can do this successfully, B2C marketers...

    • Downloads: 986
  • For B2C Marketing Professionals

    Report:Use Analytics To Gauge Your Content Marketing Success

    Benchmarks: The Content Marketing Playbook

    Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about products and features to delivering valuable information that addresses...

    • Downloads: 180
  • For Customer Insights Professionals

    Report:Innovate To Become Attribution Masters

    Cross-channel attribution advances traditional marketing performance measurement approaches by connecting and accurately measuring different interaction points across marketing tactics, channels, and...

    • Downloads: 255
  • For CMO Professionals

    Report:Evaluate Marketing's Customer Life-Cycle Maturity

    The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Making a connection between your customers and your brand means finding new ways to stand out...

    • Downloads: 1007
  • For Customer Insights Professionals

    Report:Embrace Unified Marketing Impact Analytics To Deliver Value Across Interactions

    Vision: The Marketing Measurement And Insights Playbook

    Today's consumers traverse myriad interactions before they buy, and this increasingly complex media environment has made once reliable marketing performance measurement techniques obsolete. As a...

    • Downloads: 276
  • For Customer Insights Professionals

    Report:Use Marketing Dashboards To Uncover Customers' Behavior

    A Practical Guide For Business And Technology Professionals To Build Effective Marketing Dashboards Together

    Customer insights (CI) professionals are tasked with measuring, analyzing, and optimizing marketing activities. But they struggle to find the right dashboard to share insights across the...

    • Downloads: 188
  • 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 Insights Professionals

    Report:Executive Q&A: What You Need To Know About Return On Marketing Investment

    Return on marketing investment (ROMI) measures the financial impact of your marketing investments. ROMI guides your future marketing strategy and planning to the ultimate goal of acquiring and...

    • Downloads: 155
  • For CMO Professionals

    Report:Customer Life-Cycle Marketing Demands New Metrics

    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: 2099
  • For Customer Insights Professionals

    Report:Organize For Marketing Measurement

    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: 469
  • For B2C Marketing Professionals

    Report:Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook

    Marketers are finally adapting to the brave new world of the mobile mind shift — but not at the same pace. While mobile budgets are increasing, the majority of B2C marketers are still in the early...

    • Downloads: 729
  • 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: 997
  • For B2C Marketing Professionals

    Report:Evaluate Your Marketing Optimization Initiative

    With increasing diversity of media, more-powerful consumers, greater demand for return on investment (ROI) accountability, and a tsunami of data, marketing mix models are becoming essential tools to...

    • Downloads: 565
  • 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: 565
  • For Customer Insights Professionals

    Report:Use Cross-Channel Attribution To Understand Marketing Effectiveness

    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: 1082
  • For B2C Marketing 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 B2C marketers understand that assigning marketing credit must reflect the dynamic purchase path. And they're embracing...

    • Downloads: 1282
  • 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: 347
  • For B2C Marketing Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

    • Downloads: 871
  • 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: 366
  • 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: 42
  • For B2C Marketing Professionals

    Report:Maximize Media ROI With A Customer-Centric Approach

    Road Map: The Digital Media Buying Playbook

    Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution,...

    • Downloads: 846
  • For B2C Marketing Professionals

    Report:The State Of Mobile Marketer Tactics: 2016

    Benchmarks: The Mobile Marketing Playbook

    Marketers can leverage many different tactics from native apps to responsive web design (RWD), augmented reality, or beacons to engage consumers. They often lack an understanding of how their peers...

    • Downloads: 125
  • For B2C Marketing Professionals

    Report:Getting The Green Light For Marketing Mix Optimization

    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: 765