Tina Moffett

Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.

I was recently in the market for a new car. My 12-year-old Honda CR-V was on its last legs. I wanted to upgrade my car with leather seats, a navigation system, and lots of trunk space. The new Subaru Outback fit the bill: Not only does it have navigation but it has Bluetooth technology that […]

I’m excited to share that our evaluation of data management platforms — “The Forrester Wave™: Data Management Platforms, Q2 2019” — is now live. In our 34-criterion evaluation, we identified the top seven DMP vendors — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and racked and stacked them on current offering, strategy, […]

Apple first introduced Intelligent Tracking Protection (ITP) in 2017, but the latest update (2.1) creates a new set of challenges for advertisers, publishers, and tech vendors that make money from online behavioral advertising (OBA), attribution, web analytics, testing, and personalization. With new reports that Google may be following suit, we decided it was time to […]

When I started my career in marketing analytics almost 20 years ago, the biggest challenge was wrangling first- and third-party data, joining them together, and analyzing customer patterns. It was like mining for gold; we wanted to discover something unique about our customers, a nugget that our marketing counterparts could use to craft customized messages […]

Every New Year, I find myself making lofty goals: eat better, exercise more, spend less time on social media. By mid-February, those goals are a distant blip in my rearview mirror; the reality of life gets in the way, and I just fail at tracking progress. But this year is different (I swear). I created […]

News flash for marketers using Google for advertising: Measurement just got more difficult. GDPR forced Google to rethink how it gathers, stores, and uses customer and prospect data or face hefty fines that could add up to millions. As a result, Google has restricted advertisers’ ability to access data to measure marketing effectiveness. This means that […]

Marketers, need inspiration to get started with advancing your marketing performance measurement strategy? Look no further! In our latest report, “Case Study: Advanced Measurement Transforms Marketing,” we profile two companies — a retail bank and a global prestige beauty brand — about their implementation and management of their advanced measurement strategy. They both took very […]

Embracing change is such an important piece of life. Whether it is taking a new job, moving to a new community, or experiencing a new culture, change can enrich your life, even though it means overcoming the discomfort of leaving familiar ways behind. B2C marketers have embraced many changes in the media and in consumer […]

I recently heard a story where a loyalty program member of an online retailer had her account hacked. Hackers then went on a shopping spree, and, as a result, she lost a significant amount of money. Sure, the brand failed to keep her information secure — but where they really failed was in their next […]

Marketers need to wrangle the messy interactions across journeys and use solutions to enable data-driven planning. “The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018” report guides marketers in selecting the right vendors based on their capability needs. Want to learn more about the Wave results and key findings? Join our webinar on May 23, 2018 […]

Jim Nail and I are excited to announce the publication of The ForresterTM Wave: Marketing Measurement And Optimization Solutions, Q2 2018.  This report evaluates eight top vendors’  current offering, strategy, and market presence for unified measurement solutions that leave behind siloed measurement approaches, like attribution and mix modeling. The research revealed two strong insights: Unified […]

The mundane exercise of measuring and analyzing marketing performance has gotten a much-needed boost over the past few years thanks to the development of advanced test and learn approaches, attribution modeling, and, even marketing mix modeling. Advanced marketers with rigorous marketing performance standards  must consider advancing their marketing insights, by bridging the gap between marketing […]

Marketers have a new measurement mandate: to measure effectiveness across all channels and tactics by using advanced marketing measurement techniques. Yet, marketers remain in the dark; they are confused, and overwhelmed about the numerous measurement techniques and when to use them.  Why? Put it simply, marketers are not analytics experts.  They may feel uncomfortable with […]

Every year, Restoration Hardware sends me their infamous 5 pound catalogue filled with beautiful furniture, hoping I would defund my kids college accounts and buy a 12 foot long harvest table.   I estimate it costs  $3 to $4 to mail this enormous catalogue, almost double the standard catalogue postage costs.  And that doesn't even include production costs, like design, photo shoot, agency management!  With Restoration Hardware's […]

A few weeks ago, my colleague Jim Nail and I conducted a “Fix Your Measurement Mess” workshop at the 2017 Consumer Marketing Forum in New York. Our workshop became a great conversation starter for participants to understand and take inventory of their challenges and to recognize priority metrics for their own businesses. The 4-hour measurement […]

Over the course of my career as a marketing analytics practitioner and as a Forrester analyst, I’ve tried to tackle some of the most pressing questions around measuring marketing’s effectiveness. I’ve seen a recent surge in marketers using the metric “engagement” as a way to measure marketing success. When I start to question what they […]

B2C marketers have taken ownership of data-driven decisioning from their customer insight colleagues. With the most holistic view of investment, execution, and results, marketers themselves are the ones best equipped to move marketing from gut-feel to results-driven. Thirty-nine percent of marketing measurement professionals in our recent Forrester Wave evaluation revealed that corporate marketing sponsors marketing […]