About Forrester
Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Ted serves CIOs. He has 24 years of experience in the technology industry, focusing on the effects of disruptive technologies on the workforce and workforce productivity. His research focuses on workforce technologies and the programs that support them, including smartphones, tablets, and their impact on productivity; social business and collaboration tools; cloud email and collaboration tools; and the consumerization of IT.
Ted is the co-author of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Review Press, September 2010). Social, mobile, video, and cloud Internet services give consumers and business customers more information power than ever before. To win customer trust and business, companies must empower their employees to directly engage with and solve the problems of empowered customers using these same technologies.
It is through this empowered lens that the consumerization of IT makes sense: employees solving customer and business problems using readily available technology that they master first at home — social, mobile, video, and cloud. This management book helps CIOs and IT organizations engage directly with business managers and employees to build an empowered strategy: understanding which employees are workforce "HEROes" — highly empowered and resourceful operatives — implementing empowering collaboration and innovation programs, creating a new empowered security architecture, and supporting HEROes with the right technology platforms.
In 2009, Ted launched Forrester's Workforce Technology Assessment, the industry's first benchmark survey of workforce technology adoption. This quantitative approach helps professionals and the teams they work with have a fact-based conversation about employees' technology adoption and requirements.
Prior to joining Forrester in April 1997, Ted was a cofounder of Phios, an MIT spinoff. Before that, Ted worked for eight years as CTO and director of engineering for a software company serving the healthcare industry. Early in his career, Ted was a singer and bass player for Crash Davenport, a successful Maryland-based rock-and-roll band.
Ted has a master's degree in management from the MIT Sloan School of Management. He also holds an M.S. in computer science from the University of Maryland and a B.A. with honors in physics from Swarthmore College.
Why You Should Make Multichannel Measurement A Priority
Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers...
Maximize Display Effectiveness By Optimizing Your Approach
New upstarts like Dotomi and FetchBack have recently invigorated interest in the value of remarketing, but it's a tried-and-true display tactic that's been around for years. Marketers can...

Processes: The Digital Media Buying Playbook
As more and more interactive marketers buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build...


Vision: The Digital Media Buying Playbook
Media buying technology and operations are undergoing a dramatic transformation — marketers are replacing traditional relationship-marketing tactics and opaque ad networks with programmatic...
Continuous Improvement: The Digital Media Buying Playbook
This report of the digital media buying playbook will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic...
Measurement is universally valued by interactive marketers. Approaches and levels of sophistication vary, but nearly everyone recognizes that smart measurement leads to optimized business results...
Digital marketers must embrace audience targeting to efficiently and effectively connect with their target consumers. But navigating the audience targeting vendor landscape — one increasingly...
CCP Games, a massive multiplayer online game provider, knew that its existing approach with key channels like display was suboptimized and that it could drive more efficient customer acquisition if...
How To Get The Right Mix Of Service And Performance
Interactive marketers have more choices than ever when it comes to picking media buying partners. Once dominant, media buying agencies now face stiff competition from a whole host of new specialists...

Follow These Simple Rules To Set Yourself Up For Success
Digital media buyers are hungry for tools that make buying, management, and optimization simpler. Enter demand-side platforms (DSPs). DSPs improve the complex media buying technology stack by...
Many online marketers are paralyzed by the murky unknown of the online display market. In a recent survey, we found that 51% say they are likely to simply continue buying the online media that they...
Last week, I participated in AdExchanger’s first-ever conference, which focused on the overall theme of “human-centered automation.” As a human who’s spent the past five...
Hewlett-Packard, a leading technology provider with a global footprint, saw an opportunity to significantly improve its digital marketing efforts by creating a universal framework for user-level data...

I am back stateside after last week’s trip to Singapore for Microsoft’s audience targeting event, and I’m still recovering. Not only am I (slowly, painfully) readjusting to...
Tools And Technology: The Digital Media Buying Playbook
The linchpins of every effective media buyer's practice are the partner and vendor relationships that allow the buyer to create truly valuable customer experiences. The technology ecosystem for...
Stay Ahead Of Privacy Legislation By Creating A Value-For-Data Exchange
Recent advances in audience targeting point to a digital marketing future that leverages consumer data to create personalized messaging and drive higher conversions. However, this potential is...
Assessment: The Digital Media Buying Playbook
Marketers fall into four categories of digital media buying maturity, based on their strength across their organization, planning and execution, measurement, and technology. This report of the...

It started with the retargeters. A couple weeks back, Yahoo decided to shut off stand-alone retargeters, like Criteo and Dotomi, who were sourcing cheap Yahoo inventory just to resell it at much...
The Ultra-Connected Customer Will Upturn Marketing
In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...
I stink at New Year’s resolutions. My track record is so bad I’ve all but given up making them in my non-work life. But as a professional exercise, it struck me that writing down some New...
Strategic Plan: The Digital Media Buying Playbook
Moving to greater digital media buying maturity requires a plan that improves your practice across all four foundational pillars of maturity over the long term: organization, planning and execution,...
