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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122 results in Reports

  • Marketing Measurement
  • 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: 171
  • For CMO Professionals

    Report:Wireless Brands Fail To Connect With Consumers

    Technographics® TRUE Brand Compass: Wireless

    Wireless brands have traditionally locked in customers with long contracts. But the market is changing as brands like T-Mobile blow up these traditional business models to put the control in the...

    • Downloads: 233
  • For Customer Insights Professionals

    Report:Fuel High-Performance Marketing With Modern Measurement Mechanics

    Processes: The Marketing Measurement And Insights Playbook

    Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester...

    • Downloads: 679
  • 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: 525
  • 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: 1497
  • 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: 652
  • For Customer Insights Professionals

    Report:The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook

    Unified marketing impact analytics (UMIA) promises to apportion credit to all marketing activities. Marketers, under pressure to be more accountable for the financial returns of their efforts,...

    • Downloads: 129
  • 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: 422
  • 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: 160
  • For B2C Marketing Professionals

    Report:Pick The Perfect Marketing Mix Model Partner

    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: 632
  • For B2C Marketing Professionals

    Report:Media Buying's Evolution Challenges Marketers

    Continuous Improvement: The Digital Media Buying Playbook

    In 2014, Forrester teamed with the Association of National Advertisers (ANA) to survey more than 150 senior marketers to better understand how marketers in charge of important media budgets are...

    • Downloads: 563
  • For B2C Marketing Professionals

    Report:Brief: With Exelate Acquisition, Nielsen Recognizes TV's Impending Addressable Future

    TV audiences are splintering across multiple devices; streaming platforms are becoming increasingly available; and the innovation brought on by dynamic ad insertion technologies is finally allowing...

    • Downloads: 143
  • 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: 144
  • 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: 724
  • For B2C Marketing Professionals

    Report:Evaluate Your Marketing Optimization Readiness

    Marketers today face increasing customer power, rapid change in media consumption, and ever-greater pressure for marketing to be accountable for business impact. To respond to these new demands,...

    • Downloads: 531
  • For Customer Insights Professionals

    Report:CI Professionals: Plan For The Future Of Cross-Channel Marketing

    The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But...

    • Downloads: 1141
  • 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: 281
  • 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: 543
  • For B2C Marketing Professionals

    Report:Focus On People, Processes, And Technology To Achieve Mix Optimization Mastery

    Marketing mix optimization (MMO) is a complex endeavor, requiring a fundamental shift in decision-making and marketing measurement processes. To successfully effect this change and really understand...

    • Downloads: 733
  • For B2C Marketing Professionals

    Report:Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

    • Downloads: 2278
  • 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: 536
  • 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: 795
  • For B2B Marketing Professionals

    Report:Lead-To-Revenue Management Benefits Register

    This provisional lead-to-revenue benefits register is a companion toolkit to "Plan, Don't Hope, For Lead-To-Revenue Benefits," the performance management report of the lead-to-revenue playbook. The...

    • Downloads: 23
  • For Customer Experience Professionals

    Report:The State Of Customer Experience Management In Australia, 2014

    The only way to compete effectively in the age of the customer is to become truly customer obsessed. To help firms achieve this goal, this report sheds light on the current state of customer...

    • Downloads: 171
  • For B2C Marketing Professionals

    Report:Manage Your Marketing Mix Modeling Vendors

    In the age of the customer, powerful analytical tools, the wealth of media consumption data, a more granular understanding of consumer behavior, and sales data enable marketing leaders to understand...

    • Downloads: 477