Boris Evelson

Vice President, Principal Analyst serving Application Development & Delivery PROFESSIONALS

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.

Previous Work Experience

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.

Education

Boris holds a degree in music education from Moscow Gnessin School Of Music, Russia.

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285 results in Reports

  • Marketing Methods
  • For Customer Insights Professionals

    Report:The New Physics Of Lead-To-Revenue Management

    Vision: The Lead-To-Revenue Playbook

    The need to calibrate marketing spend to revenue generation was the seminal driver of lead-to-revenue management (L2RM). But savvy B2B marketing leaders are going beyond revenue performance...

    • Downloads: 603
  • For Marketing Leadership Professionals

    Report:Under The Hood Of Mobile Marketing: Location-Based Marketing

    Making Marketing Content Relevant To Where People Are

    As marketers step up their mobile marketing efforts, Forrester clients are asking more and more questions about it, and one of the most important facets of the opportunity is location-based...

    • Downloads: 1013
  • For Marketing Leadership Professionals

    Report:iPhone 4S Cements Apple's Product Strategy Leadership Position

    Apple's Cross-Device Product Strategy Drives Product Differentiation And Customer Loyalty

    Let's face it: Many observers, anticipating a redesign and a raft of hardware innovations, reacted with disappointment to Apple's iPhone 4S unveiling. Does it matter? No. Why? Because Apple launched...

    • Downloads: 402
  • For Customer Experience Professionals

    Report:The Business Impact Of Customer Experience, 2012

    This report outlines the business case for customer experience professionals seeking to discover the business benefits of improving customer experience in an experience-driven organization. Years of...

    • Downloads: 2477
  • For Marketing Leadership 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: 337
  • For Customer Insights Professionals

    Report:The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012

    Visual IQ Surfaces At The Top Of A Relatively Immature Market

    In Forrester's 67-criteria evaluation of cross-channel attribution vendors, we found that Visual IQ led the pack because of its expertise in cross-channel attribution methodology, reporting, and...

    • Downloads: 880
  • For Marketing Leadership Professionals

    Report:Marketers Embrace The Power Of Digital Video In China

    With the widespread adoption of online video viewing platforms by Chinese consumers, marketers have seized the moment and increased their investment levels in the new medium. However, marketers have...

    • Downloads: 150
  • For Marketing Leadership Professionals

    Report:Plan A Stream Of Emerging Touchpoint Programs

    No two organizations are the same, and that means there is no universal approach to developing a single emerging touchpoint. Developing a stream of these innovative touchpoints is even more...

    • Downloads: 77
  • For Customer Insights Professionals

    Report:Buyers Want Expertise From Attribution Providers

    Benchmarking: Measure Marketing Performance

    During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 34 customers about their cross-channel attribution efforts and their vendor partnerships....

    • Downloads: 230
  • For Marketing Leadership Professionals

    Report:Predictions 2014: Marketing Leaders Put Insights To Use

    Big Data Makes Way For Smart Data Across Social, Mobile, And Media

    Marketers have more channels to choose from than ever before. In 2014, their choices will become even more numerous, thanks to increasing device proliferation, the Internet of Things, and the...

    • Downloads: 833
  • For Marketing Leadership Professionals

    Report:Understand Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook

    This report highlights the key principles of mobile experience that marketing leaders must weave into the process of crafting mobile marketing strategies. As more people own smartphones than ever...

    • Downloads: 1724
  • For Customer Insights Professionals

    Report:Embrace Cross-Channel Attribution As The New Marketing Measurement Standard

    Executive Overview: The Cross-Channel Attribution Playbook

    Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices,...

    • Downloads: 746
  • For Marketing Leadership Professionals

    Report:Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook

    On average, mobile now represents more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some countries,...

    • Downloads: 588
  • For Marketing Leadership Professionals

    Report:In-Stream Audio Advertising

    Expand Your Buys, Extend Your Reach, And Get Advertising Traction On Mobile

    In-stream audio is an attractive medium, as it offers a unique user experience supported by targeted reach and guaranteed impressions to support brand goals. In-stream audio advertising is a...

    • Downloads: 280
  • For eBusiness & Channel Strategy Professionals

    Report:Getting Mobile Right With Mobility POST

    A Methodical Approach To Building Your Mobile Phone, Tablet, And Wearables Strategies

    Back in 2009, Forrester created the first version of mobile POST — a methodology to help our clients create mobile strategies that align well with the mobile sophistication of their customer...

    • Downloads: 505
  • For Customer Insights Professionals

    Report:To Insource Or To Outsource: Understanding The Customer Intelligence Decision Process

    As customer databases grow in functionality and organizational influence, Customer Intelligence (CI) professionals must choose between insourcing and outsourcing strategies to best facilitate their...

    • Downloads: 374
  • For Customer Insights Professionals

    Report:Take Lead-To-Revenue Management Beyond The Campaign

    Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer

    If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most...

    • Downloads: 115
  • For Marketing Leadership Professionals

    Report:Native Advertising: Handle With Care

    Publishers Must Carefully Balance The Potential For Additional Revenues With The Need For Transparency

    Marketers and agencies alike are seeing great potential in native advertising, which offers the opportunity to present paid-for marketing messaging in editorial content formats. Amid the hype, a few...

    • Downloads: 204
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile's Trojan Horse: The Messaging Platform

    Engage Customers In Their Mobile Moments — Even If The Moments Aren't Yours

    Companies with a strong mobile user base are going public and being acquired for astounding valuations. Some have no revenue, and you likely haven't heard of most of these companies. You are probably...

    • Downloads: 231
  • For eBusiness & Channel Strategy Professionals

    Report:Building Mobile Services? Location Matters

    Intelligent Location Enables Smart Consumer Engagement

    Consumers are very task-oriented on their mobile phones. At most, they allot a minute or two to check a price, get a boarding pass, or pay a bill. As a result, digital business professionals must...

    • Downloads: 183
  • For Marketing Leadership Professionals

    Report:Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook

    Organizations are expanding their use of mobile across functional, geographic, and brand boundaries, and the mobile vendor ecosystem is still fragmented and increasingly convoluted. The result?...

    • Downloads: 394
  • For Marketing Leadership Professionals

    Report:Mobile Apps For Marketing

    When And How Interactive Marketers Should Build Apps For Marketing Purposes

    Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

    • Downloads: 637
  • For Marketing Leadership Professionals

    Report:The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook

    Many marketers realize that more and more customers are mobile-dominant, but few recognize the bigger picture: the ballooning numbers of what Forrester calls always addressable customers —...

    • Downloads: 544
  • For Sales Enablement Professionals

    Report:Lead-To-Revenue Management Automation Made In Europe

    Local Innovative Solutions Help Address European Needs

    Many of the international lead-to-revenue management automation vendors have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters of marketing...

    • Downloads: 227
  • For Marketing Leadership Professionals

    Report:Case Study: Zoetis Sponsors A Mobile App To Build Brand Awareness

    A Mobile Marketing POST Report

    Pfizer Animal Health, a global animal health company, was rebranded Zoetis in 2013. With a new name, the company needed a way to raise awareness in the marketplace. To connect with its audience, it...

    • Downloads: 98