About Forrester
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Boris serves the Application Development & Delivery role. He is a leading expert in business intelligence (BI) — a set of processes, methodologies, and technologies used to transform raw data into meaningful, useful, and action-oriented enterprise information. Boris delivers strategic guidance, helping enterprises define BI strategies, governance, and architectures and identify vendors and technologies that help them put information to use in business processes and end user experiences.
Boris' current research focuses on the practical and actionable best practices for building BI infrastructure and applications, such as BI business cases, architectural options, organizational structures, and vendor selection. Boris continues to explore emerging trends in next-generation BI, such as agile BI architecture and development approaches, in-memory analytics, advanced data visualization, convergence of structured data and unstructured content analytics, process-driven and operational BI, and many others.
Boris has more than 30 years of experience with enterprise software and applications implementation, management consulting, and strategic advisory skills. Most recently, Boris was a managing partner at Textra, a boutique strategic advisory firm serving all IT constituents: users, vendors, and investors. Boris cofounded Textra after spending several years as a VP and a strategic technology advisor at JPMorgan/LabMorgan, where he led many successful internal BI initiatives, advising the bank's large enterprise software clients on enterprise adoption issues and product and marketing strategies. Prior to JPMorgan, Boris served as a senior manager of data warehousing and customer relationship management (CRM) practices at PricewaterhouseCoopers. Boris started his career at Citibank, where, among many other successful projects, he implemented the bank's first global credit risk data warehouse.
Boris holds a degree in music education from Moscow Gnessin School Of Music, Russia.
A Readiness Framework For Successful Implementation
Customer Intelligence (CI) professionals are increasingly tasked with assessing marketing effectiveness across all channels within the organization. But without access to next-generation attribution...
As an analyst on Forrester's Customer Insight's team, I spend a lot of time counseling clients on best-practice customer data usage strategies. And if there's one thing I've learned,...
Customer Intelligence (CI) professionals should constantly evaluate their need for next-generation marketing measurement processes, including cross-channel attribution. Successfully implementing...

Customer Intelligence (CI) professionals should apply the principles of agile development — collaboration, self-organization, and iterative development — to speed delivery and create...
Preparing For A World Of Consumer-Managed Data
Consumers are leaving an exponentially growing digital footprint across channels and media, and they are awakening to the fact that marketers use this data for financial gain. This, combined with...
How 13 Vendors Stack Up In An Emerging Market
In Forrester's 19-criteria evaluation of emerging customer engagement agencies (CEAs), we found that only OgilvyOne Worldwide has made a significant-enough shift in this segment of its business to be...

The database marketing service provider (MSP) market continues to evolve, with a variety of entrants competing for space. Forrester's recent evaluation, "The Forrester Wave™: US Database...
Eighteen months ago, when I started down the path of what would become our body of Personal Identity Management (PIDM) research, there were only a few customer intelligence professionals who...
Why Retailers Must Invest In Maturing Their CI Capabilities
Multichannel retailers, who often have a direct-marketing provenance, have marts and warehouses full of customer data. But very few of them are turning that data into Customer Intelligence (CI) the...
Using Cross-Channel Attribution To Understand Marketing Effectiveness
In an environment where media fragmentation is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing...
As you may have read, I've just published a report entitled "Untangling the Attribution Web" (subscription required). In the course of researching that report, it became clear...
With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines,...

My Customer Intelligence colleagues and I, like many others, can't help but wonder how Carol Bartz's departure from Yahoo! is going to play out for the digital behemoth. Shar...
You've heard me go on and on about the importance of personal identity management (PIDM), and the principles you'll need to adopt to thrive in a PIDM-enabled ecosystem, for a year...
By now, you’ve likely read a whole host of stories about Google’s reported play at competing with Amazon’s Prime "one-day shipping" program. The crux of it? The internet giant is...
This week, some Wells Fargo customers in South Carolina and Florida got a nasty surprise. Turns out, a "malfunctioning printer" printed multiple customers' account information (including...
Yesterday, Google announced that, effective March 1, it would be creating a single view of users across the majority of its products and services and creating a single, simplified, global privacy...
Why Firms Need To Share Data To Become Customer-Obsessed
Enterprises seeking to better understand their customers, market, and competitive landscape can't afford to limit their insights to only what they already know — the data they generate...
During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found...
What are some great examples of automated, highly personalized, multichannel communications programs? My company has a few programs in pilot mode, but it seems that this concept of highly automated,...
Why Marketers Must Create Partnerships To Succeed In The Future
The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...
Most marketers and customer intelligence (CI) pros tend to lump together most types of customer data. Sure, things like passwords and social security numbers are considered more "sensitive," but for...