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

Andy is a member of Forrester's Business Technology Futures team, which serves CIOs and their business partners by predicting the long-term business impact of information technology. His research focus is on smart computing and analytics and tech-driven business transformation, analyzing the shifting economics of the industry, including spending, budgeting, and the influence of macroeconomic trends.
He also researches the growing customization of IT systems for industry-specific applications, especially in the utilities, energy, and professional services sectors. He is also a thought leader in the sourcing and procurement technology markets.
Andy has extensive experience in the technology market and in strategic planning, both as an analyst and a practitioner in the business world. He came to Forrester through its acquisition of Giga Information Group in 2003, where he had worked as a vice president and research leader since 1998. Prior to joining Giga, Andy held a variety of vice president positions at American Express in the chairman's office, technologies, strategic planning, and re-engineering. Before joining American Express, Andy worked as an economist, writer, and editor for various organizations, including Shearson Lehman Brothers; the US House of Representatives' Committee on Banking, Finance, and Urban Affairs; and the Council on Wage and Price Stability in the Executive Office of the President.
Andy has been a regular participant in Forrester's IT Forum conferences, delivering keynote addresses in 2006 and 2007 with colleagues on the future of software. He has also been a recurring presenter at Conference Board conferences on eProcurement and eSourcing. He has been quoted in leading business and technology publications, including BusinessWeek, The Economist, The New York Times, and The Wall Street Journal.
Andy earned a B.A. in philosophy from Haverford College and a Ph.D. in history from Johns Hopkins University.
We're gearing up to write a lot of research about mobile marketing (and mobile content and mobile commerce) in the next few months -- and we'd love your help in benchmarking the state of the...
Display Ad Spending Will Accelerate While Growth In Search Marketing Slows
European interactive ad spending survived the recession better than other marketing channels: Search marketing spending grew 15% across Western Europe in 2009, and online display ad spending grew by...
Provide Each Local Team With The Right Mix Of Assets And Support
There are lots of reasons multinational companies' global and local interactive marketing teams are rarely on the same page: Global teams prefer uniform programs and technologies, local teams fear a...

Interactive Marketers Should Set A Long-Term Social Marketing Plan Now
Don't worry, I'm not planning on going anywhere just yet! In fact, I love what I do at Forrester: Put simply, I look for the most interesting and difficult-to-answer questions in interactive...
In our new report "Mix Art And Science For Marketing Success," we introduce a new model: The Marketing RaDaR. This model (which serves as an update to our previous 'interactive brand...
Because I’ve just published a new Western European forecast – and because I often get asked how we define which geographies we cover – I thought I’d clarify what we mean by...
The Eight Providers That Matter Most And How They Stack Up
In Forrester's 49-criteria evaluation of social relationship platform (SRP) vendors, we identified the eight most significant vendors — Adobe, Hearsay Social, salesforce.com's Buddy Media,...
It was more than 10 years ago that I listened to my first sermon about the growing importance of mobile as a marketing channel. It was late 2000 or early 2001; I was working at DoubleClick at...
Measurement And Staffing Challenges Keep Social From Taking Off
As more European consumers use social media, more European interactive marketers are adopting the channel as well. But there are still key challenges to overcome. First, marketers fail to measure the...
And The One Way They Shouldn't
Every year social media users around the world post hundreds of billions of pieces of social content about the products and services marketed to them. But few marketers track this data, and even...
One of the first tasks I settled on when I returned to Europe this year was to update our online ad forecast. After months of research, I’ve just published that report, ‘Western European...
How To Navigate The Regulatory Minefield And Build Effective Social Media Programs
Financial services firms are beginning to adopt social technologies: In fact, we found that 79% of companies in the industry have some social media presence. But, held back by regulatory concerns and...
Today, my colleagues and I are meeting to review the 2012 entries to the Forrester Groundswell Awards. As always, we’ve got some fantastic submissions this year – which you can see on our...
Yes, really. If you make decisions about your company's interactive marketing programs in China, I want to give you some data you probably don't have access to: Survey data on how your peers...
European marketers are as excited about social media today as ever before. In fact, according to our annual survey, three-quarters of interactive marketers in Europe either already use social media...
A couple months ago I talked about the reasons interactive marketing is ready to lead your brand -- namely, that it offers scale that can compete with any other channel, it provides more...
Business Case: The Social Marketing Playbook
The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI...

Overcome Your Digital Challenges By Finding, Training, And Keeping Talented Staff
China's 1.4 billion residents have more disposable income than they used to, and digital channels offer undoubtedly the best way to reach affluent Chinese consumers. But interactive marketing in...

This quarter I'll be writing a report on the rise of the digital brand -- focused on how interactive tools have changed the ways in which we convey the meaning of our brand to our customers,...
How And Where To Tap Into China's Hypersocial Online Population
Chinese online adults are among the most socially active we survey anywhere in the world — so if you're aiming to reach Chinese audiences you'd be wise to invest in social media. But this...

The 2010 Viral Video WebTrack And Consumer Survey
More people are watching online video than ever before, and most share their favorite videos with their friends — but that doesn't mean creating a successful viral video is getting any easier....
Working in Europe, I'm constantly hearing about social media programs designed for one country accidentally reaching users in other countries -- especially when they're done in English....