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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44 results in Reports

  • Marketing Methods
  • Consumer Technographics
  • For CMO Professionals

    Report:Visible Value Differentiates Brands And Drives Loyalty

    Consumers Define Which Aspects Of The Brand Experience Are Critical

    Consumers want brand experiences that match their expectations. We asked consumers which aspects of the brand experience help them differentiate between similar brands and ultimately make them loyal...

    • Downloads: 595
  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2011

    And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

    As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

    • Downloads: 861
  • 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: 401
  • 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: 363
  • For Marketing Leadership Professionals

    Report:Understanding The Gap Between Consumers' And Marketers' Use Of Mobile

    Adoption of smartphones is skyrocketing around the globe. Increased sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is...

    • Downloads: 784
  • For CMO Professionals

    Report:Look To Asia To Inspire And Pilot Your Marketing Innovation

    Asian markets are key for international brands: With 60% of the world's population and continuing economic growth, senior marketers are paying close attention to the region's potential. CMOs should...

    • Downloads: 238
  • For Marketing Leadership Professionals

    Report:Drive Higher Brand Engagement On Mobile Devices

    Mobile Marketing Needs To Be A Value Exchange Between Brand And Consumer

    Consumers' use of mobile is nearly ubiquitous in North America, but mobile marketing is still in its early years. Interactive marketers must take advantage of the opportunity to capture consumers'...

    • Downloads: 616
  • For Marketing Leadership Professionals

    Report:The Mobile Mind Shift Index

    Measuring And Analyzing The Shift In Consumers' Expectations

    Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

    • Downloads: 1034
  • For eBusiness & Channel Strategy Professionals

    Report:How Consumers Discover New Brands, Products, And Services

    A Technographics® Data Essentials Report

    Discovery is the first phase of the customer life cycle — it's the crucial time when consumers first find out about new brands, products, and services. If the "Discover" phase is successful,...

    • Downloads: 142
  • For CMO Professionals

    Report:Marketers Need To Put Money Where A Consumer's Mouth Is

    How Consumers Discover New Brands, Products, And Services

    This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

    • Downloads: 372
  • For Marketing Leadership Professionals

    Report:Marketing Via Geosocial Apps: Why And How

    Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow

    Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and...

    • Downloads: 643
  • For Marketing Leadership Professionals

    Report:Chinese Mobile Consumers Are An Attractive But Unique Audience

    How Mobile Marketing Differs In The Largest Smartphone Market In The World

    China is the largest smartphone market in the world, with what appear to be highly sophisticated mobile users. Metro Chinese consumers use mobile for everything from social media to watching video to...

    • Downloads: 160
  • For Marketing Leadership Professionals

    Report:Exploring The In-App Advertising Opportunity

    In-app advertising is top of mind for mobile marketers today as consumers increasingly spend time using mobile applications on smartphones and tablets. These app users are a captive audience, but...

    • Downloads: 371
  • For Marketing Leadership Professionals

    Report:Game On: Education Product Strategists Embrace Gamification

    Classroom Technology Enables New Product Innovation

    "Gamification" is a hot topic in product strategy, especially in US K-12 education. Product strategists in education are helping their customers achieve teaching and learning goals by developing...

    • Downloads: 690
  • 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: 631
  • For eBusiness & Channel Strategy Professionals

    Report:Customer Advocacy 2013: How US Consumers Rate Their Financial Services Firms

    Customers Rate Their Banks, Credit Card Issuers, Insurers, And Investment Firms

    For 10 years Forrester has shown that customer advocacy — the perception on the part of customers that their firm does what's best for them, not just the firm's own bottom line — is the...

    • Downloads: 491
  • For Marketing Leadership Professionals

    Report:Build Your Content Brand By Delivering Customer Value

    Vision: The Content Marketing Playbook

    To counter increasing media fragmentation and consumer disenchantment with advertising, marketers have begun to exploit the power of digital and social media by building large followings around...

    • Downloads: 422
  • For eBusiness & Channel Strategy Professionals

    Report:Moving Traveler Loyalty From "Utility" To "Good"

    Using Ancient Greek Philosophy As A Framework For 21st Century Travel Loyalty

    The Greek philosopher Aristotle believed that there were three levels of friendships: utility, pleasure, and good. The lowest, utility, describes the current state of travel loyalty programs —...

    • Downloads: 568
  • 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: 253
  • For Marketing Leadership Professionals

    Report:Measure Content Marketing For Success

    Performance Management: The Content Marketing Playbook

    Content marketing is one of marketers' biggest winners in terms of net new budget, as they realize that valuable, customer-centric content is an effective way to engage with empowered customers. With...

    • Downloads: 234
  • 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: 278
  • For CMO Professionals

    Report:Marketing Leaders' Approach To Content Creation For Brands

    Four Examples Show How To Experiment In Branded Content Development

    Marketers have long relied on advertising and their agencies to help tell the story of their brands. As consumers become immune to traditional advertising and ad clutter and fragmentation limits ad...

    • Downloads: 759
  • 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: 1451
  • For CMO Professionals

    Report:The Role Of Digital In The Path To Purchase

    New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

    CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

    • Downloads: 1516
  • For Marketing Leadership Professionals

    Report:Don't Confuse Tablet And Mobile Marketing

    Contextual Marketing Demands A Unique Approach To Tablets

    Too many marketing leaders still lump tablets and smartphones in the same mobile bucket. That's a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within...

    • Downloads: 676