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.
Vision: The Cross-Channel Attribution Playbook
Today's customers interact with brands via a wide variety of touchpoints and at different stages of the brand life cycle. But companies measure campaign success using last-touch methods that fail to...
Benchmarking: Measure Marketing Performance
During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 34 customers about their cross-channel attribution efforts and their vendor partnerships....
Visual IQ Surfaces At The Top Of A Relatively Immature Market
In Forrester's 67-criteria evaluation of cross-channel attribution vendors, we found that Visual IQ led the pack because of its expertise in cross-channel attribution methodology, reporting, and...


Organization: The Cross-Channel Attribution Playbook
This report, part of the cross-channel attribution playbook, is designed to help firms plan and coordinate activities across roles and functions and to clarify task responsibilities in successfully...
Strategic Plan: The Cross-Channel Attribution Playbook
A key piece in cross-channel attribution is developing a strategy that outlines where the organization needs to progress to achieve attribution nirvana. To be successful at cross-channel attribution,...

Assessment: The Cross-Channel Attribution Playbook
Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations must...
Processes: The Cross-Channel Attribution Playbook
Establishing a cross-channel attribution measurement framework requires a tremendous amount of due diligence, planning, and process across the organization. In this report of the cross-channel...

Executive Overview: The Cross-Channel Attribution Playbook
Traditional campaign measurement focuses on simple, one-sided metrics, often giving credit to the last interaction an organization had with a customer and delivering an incomplete view of marketing...
