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.
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...

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...
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...
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...
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...
Road Map: The Digital Media Buying Playbook
This report outlines the road map portion of Forrester's solution for interactive marketing executives working on digital media buying. Moving to a higher level of digital media buying maturity...
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...
Performance Management: The Digital Media Buying Playbook
Every digital marketer knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel measurement...

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...

Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers
Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects customized,...
Is Facebook finally getting over itself? Or, rather, is Facebook actually starting to realize that its place in the advertising ecosystem is just that – a place – not the whole answer,...
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,...

Executive Overview: The Digital Media Buying Playbook
Digital media buying is undergoing seismic change. Where there were once legions of junior staff managing relationship-based buys, there are now sophisticated real-time technologies. Participants...

I’ve been given the privilege of traveling to Singapore this week to participate in an Audience Targeting Summit being presented by Microsoft. As audience targeting is a subject that's...
Interactive marketers should integrate their search and display media. These channels have a natural affinity: Many marketers already use both channels and user experiences of search and display now...
The days of the fun — but not very efficient — three-martini lunch are waning. A new breed of technology-centric tools and processes, such as those found in demand-side platforms (DSPs),...
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'...
Landscape: The Digital Media Buying Playbook
Interactive display marketing investment will grow at a compound annual rate of 17% in the United States between 2012 and 2017, while Europe's will grow slightly more slowly. Double-digit growth...
