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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256 results in Reports

  • Marketing Methods
  • For CMO Professionals

    Report:How To Build Your Brand With Branded Content

    Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

    • Downloads: 836
    • Comments: 3
    • Rating:
  • For Marketing Leadership Professionals

    Report:Predictions 2014: Mobile Trends For Marketers

    Navigate Beyond The Hype To Drive Near-Term Results

    In 2014, there will be more than 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That's why mobile will affect more than...

    • Downloads: 659
    • Rating:
  • For CMO Professionals

    Report:Engage Women With Personal And Relevant Social Interactions

    Women have the potential to drive a brand's reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social...

    • Downloads: 837
  • For CMO Professionals

    Report:The New Layers Of TV Audience Insight

    Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on....

    • Downloads: 560
  • For Customer Insights Professionals

    Report:The Loyalty Program Participant Profile

    Landscape: The Customer Loyalty Playbook

    Consumers have a healthy appetite for loyalty programs and are drawn in by discounts and savings. But consumers aren't necessarily just interested in the cold hard cash. Loyalty program members also...

    • Downloads: 1312
  • For Marketing Leadership Professionals

    Report:Mobile Marketing Metrics Best Practices

    Navigating The Splintered Landscape Of Mobile Analytics

    Like with social media before it, marketers are struggling to demonstrate mobile's return on investment (ROI). Many brands are beginning to develop a mobile marketing strategy but their priorities...

    • Downloads: 1029
    • Rating:
  • For Customer Insights Professionals

    Report:Measuring Loyalty Program Effectiveness

    Performance Management: The Customer Loyalty Playbook

    This report outlines Forrester's performance management solution for customer intelligence executives working on driving customer loyalty. Measuring the performance of loyalty programs remains a...

    • Downloads: 1159
  • For Marketing Leadership Professionals

    Report:Gamification Of Marketing Strategies Boosts Consumer Engagement

    Gamification is a buzzword among interactive marketers, but its true meaning and application remain an enigma. Applying game mechanics to your marketing efforts can lead to positive engagement...

    • Downloads: 1153
  • For Marketing Leadership Professionals

    Report:Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook

    This report for interactive marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of interactive marketers...

    • Downloads: 435
    • Rating:
  • For Marketing Leadership Professionals

    Report:It's Time To Integrate Facebook Into Your Marketing Site

    Using Facebook Login To Your Advantage

    This report, originally written for eBusiness and channel strategy professionals, contains important insight and recommendations for interactive marketing professionals as well. Since the...

    • Downloads: 421
    • Rating:
  • For eBusiness & Channel Strategy Professionals

    Report:2D Bar Codes: Emerging Role In Sales

    An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency

    2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute well...

    • Downloads: 247
  • For Marketing Leadership Professionals

    Report:Case Study: Blue Shield Of California Drives Leads With Mobile Search

    Blue Shield of California (Blue Shield) trialed mobile search marketing after noticing an increase in quote requests from mobile visitors. What can you learn from its early initiative in this space?...

    • Downloads: 359
  • For Sales Enablement Professionals

    Report:B2B Marketing Tactics: Learning From Other Verticals

    In Forrester's report, "Marketing Tactics Of Top Tech Performers," we analyzed how top-performing tech companies apply various marketing tactics and metrics, and their resultant effectiveness. In...

    • Downloads: 372
  • For Sales Enablement Professionals

    Report:European B2B Marketers Will Invest In Automation In 2013

    Local Vendors Continue To Innovate

    Wake up, marketing automation vendors: The European market is getting hot! Forrester's Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey shows us that the rate of investment is...

    • Downloads: 244
    • Rating:
  • For Marketing Leadership Professionals

    Report:How To Make The Most Of Google Enhanced Campaigns

    In mid-2013, Google introduced Google enhanced campaigns, an update to its AdWords system for pay-per-click ad management. This report explains what marketers should understand about Google enhanced...

    • Downloads: 168
  • For Customer Insights Professionals

    Report:Marketing Tactics Of Top Tech Performers

    An Artful Mix Of Old And New Yields Revenue Impact For Marketing Leaders

    Tech marketers at top-performing tech companies demonstrate similar go-to-market strategies that set them apart from their peers at companies with average performance. The strategic mix leverages...

    • Downloads: 841
    • Comments: 4
    • Rating:
  • For Customer Insights Professionals

    Report:Loyalty Program Service Providers Struggle To Delight Their Customers

    In researching the Forrester Wave™ evaluation of loyalty program service providers, we surveyed 94 loyalty program service provider customers about their vendor partnerships. We found that...

    • Downloads: 511
  • For Marketing Leadership Professionals

    Report:US Marketers: Stay Ahead Of 2D Bar Code Adoption

    Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use

    The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime, anywhere...

    • Downloads: 360
  • For Marketing Leadership Professionals

    Report:Craft A Maturity-Based Mobile Strategy

    Strategic Plan: The Mobile Marketing Playbook

    This report helps interactive marketers craft a strategic plan for their mobile marketing. Mobile is hot. As with most hot topics in technology, marketers may be tempted to adopt strategies that are...

    • Downloads: 534
  • For Marketing Leadership Professionals

    Report:Get To Know Mobile Tactics

    Tools And Technology: The Mobile Marketing Playbook

    Smartphone adoption is increasing and propelling your audience into the growing segment of always addressable customers. A key touchpoint for these mobile-savvy and connected consumers, smartphones...

    • Downloads: 557
    • Rating:
  • For Marketing Leadership Professionals

    Report:B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets

    B2C 2014 Marketing Budget Trends

    Forrester's Q3 2013 North American B2C Marketing Budget Online Survey presents a mix of good news and bad news from marketers. The good: Unlike those surveyed two years ago at the tail end of the...

    • Downloads: 193
  • For Customer Insights Professionals

    Report:Tackle Behavioral Targeting To Modernize Customer Interactions

    Benchmarks: The Cross-Channel Campaign Management Playbook

    For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the...

    • Downloads: 811
    • Rating:
  • For eBusiness & Channel Strategy Professionals

    Report:Online Retailing In Australia 2011: Marketing, Merchandising, And Customer Service

    Despite the momentum in Australian online retail, the sector is still quite focused on the basics of customer engagement. When it comes to marketing, this means online retailers don't just prioritize...

    • Downloads: 287
  • For Customer Insights Professionals

    Report:Using A Results Chain To Model Your Lead-to-Revenue Process

    This results chain toolkit is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Forrester recommends that B2B marketing leaders use a results chain model to frame and...

    • Downloads: 32
    • Rating:
  • For Customer Insights Professionals

    Report:Drive Smarter Customer Loyalty With Customer Intelligence

    Executive Overview: The Customer Loyalty Playbook

    Customer loyalty is a hot topic. Companies look to loyalty programs to enhance customer knowledge and drive customer retention, revenue, and engagement. But, while they see the potential of loyalty...

    • Downloads: 799
    • Rating: