NEW YORK Longtime Forrester Research marketing analyst Jim Nail has left the firm to take an executive position at Cymfony, a business intelligence software supplier.
At Watertown, Mass.-based Cymfony, Nail will serve as chief of marketing and strategy, charged with educating the marketing and communications industries about the value of mining business intelligence from myriad online sources. Cymfony's research tools employ search technology to keep tabs on consumers who are using blogs, message boards and news groups, as well as mainstream media outlets.
Nail, 49, was for eight years an analyst at Forrester, where he concentrated on marketing strategies using digital media.
"You get to see all sorts of interesting and promising areas emerging," Nail said of his time at Forrester. "This one just lured me away."
Cymfony, whose clients include Alcatel, Verisign and Novell, closed a $7 million round of venture financing in July. It competes in the emerging field of plumbing blogs, message boards and other online sources to research market and customer trends. Other companies in the space include Umbria, Intelliseek and BuzzMetrics, which is partially owned by Adweek parent VNU.
"Marketers are not in control of their messaging like they were before, even two years ago," Nail said. "For them to do their jobs, they need to have their finger on the pulse of what the market is saying about them."
Prior to joining Forrester in 1997, Nail was founder and marketing director of AdSmart, a Web advertising network. He spent 15 years at ad agencies, including Ogilvy & Mather Direct, Bates and Hill, Holliday.