Tina Moffett

Senior Analyst

Forrester Bio

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Privacy Topples Attribution Measurement . . . For Now

Tina Moffett October 11, 2018

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 […]

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Marketers, You Need Better Measurement — Two Companies Can Show You The Light

Tina Moffett August 27, 2018

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 […]

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Unify Your Marketing Performance Measurement Approaches

Tina Moffett August 6, 2018

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 […]

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Use Journey Analytics To Power Your Marketing Strategy

Tina Moffett July 6, 2018

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 […]

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Select The Right Measurement Vendors Using The Forrester Wave™

Tina Moffett May 16, 2018

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 […]

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Introducing The Forrester Wave: Marketing Measurement And Optimization Solutions, Q2 2018

Tina Moffett April 17, 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 […]

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Revolutionize Your Marketing Insights

Tina Moffett March 1, 2018

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 […]

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Lost In The Dark On Marketing Measurement? We'll Show You The Light.

Tina Moffett December 21, 2017

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 […]

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Collaborate With Finance To Prove Marketing's Business Value

Tina Moffett May 19, 2017

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 […]

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Fix Your Marketing Measurement Mess: Key Takeaways And What You Can Do

Tina Moffett May 1, 2017

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 […]

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Marketers Are Measuring Engagement All Wrong

Tina Moffett January 26, 2017

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 […]

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The Marketers' Responsibility In Measurement

Tina Moffett November 15, 2016

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 […]

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Webinar: The Marketing Measurement And Optimization Solutions Wave

Tina Moffett November 9, 2016

You’ve heard it before – consumers move from their smartphones to their desktops, from in front of their living room TV to driving by a highway billboard, from their emails to their Facebook News Feed.  With this convoluted and dynamic path to purchase,  are you prepared to understand and measure every touchpoint your brand has […]

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What Marketers Can Learn From The Chicago Cubs

Tina Moffett November 3, 2016

Bleary eyed baseball fans are waking up to the unimaginable: the beloved Cubs broke their 108 year old dry spell and won the World Series. Their quest to World Series champions was a mix of talent, dedication, heart…and data.  Data, you say? Yes, data. Baseball franchises are enamored with using data to make smarter trades, […]

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The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016

Tina Moffett October 12, 2016

Gone are the days of marketing mix providers.  So long cross-channel attribution technologies.  There’s a new sheriff in town—Marketing Measurement And Optimization Solutions. Today, Jim Nail and I are excited to publish The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016.  The 2016 Marketing Measurement and Optimization Wave combines the previous Marketing Mix Modeling Wave […]

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Facebook Offline Conversion and Site Metrics: Use With Caution

Tina Moffett June 16, 2016

In collaboration with Jim Nail.   On Tuesday, Facebook announced new solutions for businesses to drive people to their stores and measure the amount of store visits and in-store sales following their Facebook mobile ad campaigns.  Before breaking out the bubbly, let’s break down Facebook’s new measurement capabilities, and evaluate what it means for marketers.   […]

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Neustar Acquires MarketShare To Close The Data to Insights Gap

Tina Moffett November 9, 2015

Last Thursday, marketing data and analytics company, Neustar, agreed to acquire marketing analytics technology provider MarketShare Partners, for $450 million.  Neustar is an information services company, providing everything from complex registry management to deliver marketing insights. MarketShare Partners provides advanced analytics technology to help c-level executives improve marketing’s impact on revenue.     The Neustar […]

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Introducing The Marketing Measurement and Insights Playbook

Tina Moffett October 7, 2015

It’s no secret that marketers are under increasing pressure to be accountable, while an increasingly fragmented media environment compounds the perennial challenges of marketing measurement.  Meanwhile, consumer insights pros are improving skills and gaining ever more powerful tools to harvest and analyze the data from web, mobile, and social marketing. The scale and speed requirement […]

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Just published: The Forrester Wave: Cross-Channel Attribution Providers

Tina Moffett November 7, 2014

Blogged in collaboration with Rebecca McAdams, Research Associate, serving Customer Insights professionals. Consumers are connected, constantly influenced by marketing messages, their friend’s social posts, blog posts, reviews, mobile messages, and Twitter posts. In fact, US Adults have an average of three connected devices.  Consumers are leaving breadcrumbs of information behind, across multiple channels and devices.  […]

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Make the Case for Cross-Channel Attribution

Tina Moffett June 5, 2014

By now, we know that attribution is essentially the answer to many marketers’ prayers: more accurate performance metrics, better cross channel insights, and a more informed marketing spend.  While the benefits to attribution are clear,  many CI pros and marketers still need to make the case for attribution.  They need funding, and support from their […]

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