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Nigel Fenwick

Vice President, Principal Analyst serving CIOs

Nigel serves CIOs and business technology leaders, focusing on the role of technology as an enabler of business outcomes. His research focuses on the intersection of technology and marketing and includes coverage of business and technology strategy, digital business, social business strategy, marketing technology, and technology trends and their impact on competitive advantage.

Previous Work Experience

Ever since becoming an executive director and CIO at Reebok UK at the age of 26, Nigel has consistently led many technology industry trends: He was the first CIO to partner with Infosys to pioneer the offshore development model; he was the first CIO to introduce a marketing role to IT; and he was an early advocate of the business relationship management role that is now so critical to many IT organizations. Nigel went on to a successful career in retail technology marketing with Radius Retail and Transatlantic Software before becoming an entrepreneur, starting up an eCommerce research publishing business and a GPS fleet management software business. He joined Forrester as the general manager of the IT Leadership Boards business in 2006, growing the business more than 300% in three years. Having spent equal time over his career in IT, marketing, and general management, Nigel now brings a unique business technology perspective to his research at Forrester.

Since becoming an analyst, Nigel's leading-edge research has focused on business at the intersection of IT and marketing. Recognized as a visionary with insight into emerging trends, Nigel has published research on social business strategy, business technology strategy, innovation, retail, and marketing. His latest research on digital business examines the role of technology in delivering outstanding customer experience.


Education

Nigel holds a B.A. (hons) in computing in business from the University of Huddersfield and an M.B.A. with concentrations in marketing and international business from Warwick Business School at the University of Warwick.

Research Coverage:

Business Technology, Customer Experience Management, IT Management, IT Serving the Business, IT Talent Management, Marketing of IT, Media Mix, Social Computing, Social Media, Strategy & Strategic Planning, Strategy, Planning & Governance of IT, Web 2.0

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  • Robert Brosnan
  • Past 18 months

  • For Customer Insights Professionals

    Blog:Carrier IQ: When CI Should Be Damned

    Robert BrosnanNovember 30, 2011

    Did you see the news about Carrier IQ covertly capturing Android users' activities for analysis by carriers? Trevor Eckhart, who analyzed the application, writes: Carrier IQ software, which...

    • For Customer Insights Professionals

      Blog:Four Reasons Why ExactTarget's IPO Helps CI Pros

      Robert BrosnanNovember 28, 2011

      ExactTarget filed an S-1 last Wednesday, November 23, the first step towards an initial public offering (IPO) by the end of March, 2012.1 The company grew substantially over the past several years...

      • For Customer Insights Professionals

        Blog:Is It Time For Customer Decision Management?

        Robert BrosnanFebruary 27, 2012

        The essential shape of the enterprise marketing landscape hasn’t changed much over the years. In last week’s Revisiting The Enterprise Marketing Software Landscape, I dissect...

        • For Customer Insights Professionals

          Report:Revisiting The Enterprise Marketing Software Landscape

          Consolidation And Growth Drive A Dynamic Software Marketplace

          Robert BrosnanFebruary 14, 2012

          Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing in...

          • Downloads: 903
          • Rating:

        • For Customer Insights Professionals

          Report:Plan Customer-Centric Campaign Management Requirements

          Assessment: The Cross-Channel Campaign Management Playbook

          Robert BrosnanAugust 21, 2012

          This report outlines the capabilities assessment of Forrester's solution for customer intelligence (CI) professionals working on marketing technology. Transforming marketing programs into...

          • Downloads: 277

        • For Customer Insights Professionals

          Report:Take A Startup Approach To Develop Customer Relationships

          Organization: The Cross-Channel Campaign Management Playbook

          Robert BrosnanMarch 19, 2013

          Customers, empowered by always connected digital devices, can engage with brands at any time, from any place, and at any point within the customer life cycle. To respond with relevance in real time,...

          • Downloads: 455

        • For Customer Insights Professionals

          Report:Measure The Strength Of The Marketing Technology Stack

          Performance Management: The Cross-Channel Campaign Management Playbook

          Robert BrosnanMarch 15, 2013

          The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

          • Downloads: 165
          • Rating:

        • For Customer Insights Professionals

          Blog:Move Beyond The Campaign

          Robert BrosnanFebruary 22, 2013

          Standing in an aisle of a big box retailer, I bought a new electric shaver from a competing retailer’s online store. The store’s shaving display reminded me that my razor was dying. Not...

          • For Customer Insights Professionals

            Report:Tackle Behavioral Targeting To Modernize Customer Interactions

            Benchmarks: The Cross-Channel Campaign Management Playbook

            Robert BrosnanOctober 09, 2012

            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: 639
            • Rating:

          • For Customer Insights Professionals

            Report:Enable Customer Obsession With Cross-Channel Campaign Management

            Executive Overview: The Cross-Channel Campaign Management Playbook

            Robert BrosnanAugust 20, 2012

            Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to...

            • Downloads: 330
            • Rating:

          • For Customer Insights Professionals

            Blog:Siebel & Eloqua: Can You Outrun Your Future?

            Robert BrosnanApril 25, 2013

            "Logan: That's the way things are. The way things have always been." In Redwood City this week, the answer I heard from Oracle was an emphatic yes. At Oracle's Industry Analyst World, the...

            • For Customer Insights Professionals

              Report:Move Beyond Campaigns To Tap Hidden Customer Potential

              Robert BrosnanMay 09, 2013

              Cross-channel campaign management (CCCM) tools are the heart of the enterprise marketing platform, yet campaigns are too rigid and too rooted in batch-based techniques to allow firms to achieve...

              • Downloads: 97

            • For Customer Insights Professionals

              Blog:Oracle Acquires Eloqua: A Do-Over For The Era Of Digital Disruption

              Robert BrosnanDecember 20, 2012

              Today, Oracle announced that it will acquire Eloqua, a marketing automation firm. Oracle positions the deal as a comprehensive customer experience cloud that enables business to create an...

              • For Customer Insights Professionals

                Blog:Take Forrester's Marketing Technology Survey

                Robert BrosnanJuly 11, 2012

                Using, investigating, or buying marketing technology? If so, we want to hear from you. Take the survey and receive a complimentary copy of the completed research. Take the marketing technology survey...

                • For Customer Insights Professionals

                  Blog:Just Published: The Forrester Wave: Cross-Channel Campaign Management, Q1 2012

                  Robert BrosnanJanuary 31, 2012

                  Cross-channel campaign management (CCCM) tools face mounting pressure to evolve in the face of continuous, interactive, customer-led dialogue. CCCM capabilities have matured dramatically, but...

                  • For Customer Insights Professionals

                    Blog:Teradata's eCircle Acquisition: Portfolio Or Platform Play?

                    Robert BrosnanMay 02, 2012

                    Today Teradata announced plans to acquire of Munich-based eCircle, a digital and email marketing provider. With the acquisition, Teradata continues two trends: Extending core offerings through...

                    • For Marketing Leadership Professionals

                      Blog:MOVE BEYOND THE CAMPAIGN

                      Robert BrosnanFebruary 22, 2013

                      Standing in an aisle of a big box retailer, I bought a new electric shaver from a competing retailer’s online store. The store’s shaving display reminded me that my razor was dying. Not...

                      • For Customer Insights Professionals

                        Report:The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012

                        How Eleven Vendors Tackle A Mature, Yet Rapidly Evolving, Category

                        Robert BrosnanJanuary 31, 2012

                        In Forrester's 81-criteria evaluation of cross-channel campaign management (CCCM) vendors, we identified, researched, and scored 12 products from 11 providers: Alterian, Aprimo, ExactTarget, IBM,...

                        • Downloads: 1804
                        • Rating:

                      • For Customer Insights Professionals

                        Report:Mastering New Marketing Automation Approaches

                        Tools And Technology: The Cross-Channel Campaign Management Playbook

                        Robert BrosnanOctober 19, 2012

                        The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't keep up...

                        • Downloads: 463
                        • Rating:

                      • For Customer Insights Professionals

                        Blog:ExactTarget Acquires iGoDigital And Pardot

                        Robert BrosnanOctober 11, 2012

                        ExactTarget today announced plans to acquire two companies: Pardot and iGoDigital. The acquisitions signal that ExactTarget, only recently public, intends to use its cash reserves to grow...

                        • For Customer Insights Professionals

                          Report:Model The ROI Of Cross-Channel Campaign Management

                          Business Case: The Cross-Channel Campaign Management Playbook

                          Robert BrosnanAugust 20, 2012

                          Enterprise marketing technologies promise to better engage customers, improve marketing performance, and boost efficiency. This report, part of Forrester's marketing technology playbook, helps...

                          • Downloads: 340
                          • Rating:
                         
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