Boris Evelson

Vice President, Principal Analyst serving Application Development & Delivery PROFESSIONALS

Boris serves the Application Development & Delivery role. He is a leading expert in business intelligence (BI) — a set of processes, methodologies, and technologies used to transform raw data into meaningful, useful, and action-oriented enterprise information. Boris delivers strategic guidance, helping enterprises define BI strategies, governance, and architectures and identify vendors and technologies that help them put information to use in business processes and end user experiences.

Boris' current research focuses on the practical and actionable best practices for building BI infrastructure and applications, such as BI business cases, architectural options, organizational structures, and vendor selection. Boris continues to explore emerging trends in next-generation BI, such as agile BI architecture and development approaches, in-memory analytics, advanced data visualization, convergence of structured data and unstructured content analytics, process-driven and operational BI, and many others.

Previous Work Experience

Boris has more than 30 years of experience with enterprise software and applications implementation, management consulting, and strategic advisory skills. Most recently, Boris was a managing partner at Textra, a boutique strategic advisory firm serving all IT constituents: users, vendors, and investors. Boris cofounded Textra after spending several years as a VP and a strategic technology advisor at JPMorgan/LabMorgan, where he led many successful internal BI initiatives, advising the bank's large enterprise software clients on enterprise adoption issues and product and marketing strategies. Prior to JPMorgan, Boris served as a senior manager of data warehousing and customer relationship management (CRM) practices at PricewaterhouseCoopers. Boris started his career at Citibank, where, among many other successful projects, he implemented the bank's first global credit risk data warehouse.

Education

Boris holds a degree in music education from Moscow Gnessin School Of Music, Russia.

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282 results in Reports

  • Marketing Methods
  • For B2C Marketing Professionals

    Report:2013 Interactive Marketing Predictions

    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'...

    • Downloads: 1178
  • For B2C Marketing Professionals

    Report:Content Marketers Should Use Messaging Apps To Build Long-Term Customer Relationships

    Marketers Miss Depth And Relationship Opportunities On The Path To Purchase

    The Asia Pacific (AP) region is a leader in innovative messaging apps. Apps like WeChat, Line, and KakaoTalk are transforming into digital platforms where users interact and trade, giving marketers...

    • Downloads: 103
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display And Search Marketing Forecast, 2014 To 2019 (Asia Pacific)

    ForecastView Spreadsheet

    Total display and search advertising spending within the five Asia Pacific countries (Australia, China, India, Japan, and South Korea) covered in this forecast is expected to grow at a five-year...

    • Downloads: 8
  • For B2B Marketing Professionals

    Report:The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014

    Due Diligence Required: These Vendors Are Great At Marketing

    In Forrester's 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the nine most significant solution providers in the category — Act-On, Adobe,...

    • Downloads: 1025
  • For Customer Insights Professionals

    Report:The Loyalty Partner Primer

    Benchmarks: The Customer Loyalty Playbook

    During the Forrester Wave™ evaluation of loyalty program service providers, we surveyed 98 customers about their vendor partnerships. We found that users are largely satisfied with the...

    • Downloads: 398
  • For B2C Marketing Professionals

    Report:Vendor Landscape: Mobile Engagement Automation Solutions

    Mobile Moments Demand Speed, Speed Demands Automation

    With over 30 billion mobile moments happening each day in the US alone, marketers need automation to deliver against high customer expectations in real time. Vying to help is a new class of vendors:...

    • Downloads: 175
  • For B2C Marketing Professionals

    Report:2015 Mobile App Marketing Trends

    Orchestrate Your Brand Presence, Beyond Your Own Apps, By Borrowing Mobile Moments

    With more than 80% of consumers spending mobile time on apps, brands will continue to place their bets on their own apps to successfully engage with consumers. It's an app world, after all! This...

    • Downloads: 645
  • For B2B Marketing Professionals

    Report:B2B Marketing Tactics: Learning From Other Verticals

    In Forrester's report, "Marketing Tactics Of Top Tech Performers," we analyzed how top-performing tech companies apply various marketing tactics and metrics, and their resultant effectiveness. In...

    • Downloads: 553
  • For Customer Insights Professionals

    Report:The Loyalty Program Participant Profile

    Landscape: The Customer Loyalty Playbook

    Consumers have a healthy appetite for loyalty programs and are drawn in by discounts and savings. But consumers aren't necessarily just interested in the cold hard cash. Loyalty program members also...

    • Downloads: 1900
  • For B2C Marketing Professionals

    Report:Mobile Is The Real Driver For US Social Media Growth

    ForecastView Document

    We recently published the Forrester Research Social Media Forecast, 2014 To 2019 (US). This report discusses how the mobile channel (which includes smartphones and tablets) will be a catalyst for the...

    • Downloads: 33
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2014: Mobile Trends In eBusiness

    Navigate Beyond The Hype To Drive Near-Term Results

    In 2014, there will be more than 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That's why mobile will affect more than...

    • Downloads: 938
  • For B2B Marketing Professionals

    Report:Make Sales Conversations An Integral Part Of Your Content Marketing Plans

    Top Marketers Keep A Customer Focus To Align Sales And Marketing Messages

    B2B marketing content fuels both effective demand creation and successful sales conversations. This report describes how B2B marketers can help sales become an effective content concierge by...

    • Downloads: 178
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Marketing And Merchandising

    Forrester partnered with Shop.org for its annual report of eCommerce benchmarks, gathered from a survey of retailers that sell online. We published the first 2013 report earlier this year, covering...

    • Downloads: 1088
  • For B2B Marketing Professionals

    Report:The Shape-Shifting Tech Industry Channel Ecosystem

    Hybrid Partners Are The New Norm

    While cloud computing has been a boon for the tech industry in general, for channel partners the story is different. Channel partners have to deal with shrinking product margins, skills shortages,...

    • Downloads: 419
  • For eBusiness & Channel Strategy Professionals

    Report:2013 Mobile Trends For eBusiness Professionals

    Some Mobile Trends Will Take Off; Others Are Over-Hyped

    With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

    • Downloads: 1190
  • For B2B Marketing Professionals

    Report:Vendor Landscape: Channel Incentive Program Management Solutions

    Bringing Order To Program Chaos

    B2B marketers are prolific in their use of incentive programs to drive channel partners' (agents, brokers, distributors, resellers, etc.) behavior, productivity, and loyalty. But the majority of B2B...

    • Downloads: 5
  • For B2C Marketing Professionals

    Report:Exploring The In-App Advertising Opportunity

    In-app advertising is top of mind for mobile marketers today as consumers increasingly spend time using mobile applications on smartphones and tablets. These app users are a captive audience, but...

    • Downloads: 456
  • For eBusiness & Channel Strategy Professionals

    Report:It's Only The First Inning Of Omnichannel Retail

    Vision: The Omnichannel Commerce Playbook

    Omnichannel retail is still in its early days. Most eBusiness leaders who are investing in "omnichannel" are typically looking to fulfillment tactics like "endless aisle" in stores and in-store...

    • For B2C Marketing Professionals

      Report:Predictions 2015: Most Brands Will Underinvest In Mobile

      Brands Embracing The Mobile Mind Shift Will Pull Ahead Of Those Treating Mobile As Just Another Channel

      In 2015, marketing leaders who have embraced the mobile mind shift will accelerate spending to create an insurmountable gap between themselves — the industry leaders — and the laggards...

      • Downloads: 542
    • For B2C Marketing Professionals

      Report:Vendor Landscape: Gamification Solutions For Strategy And Execution

      Differentiation Emerges As The Market Matures

      Once a victim of the shiny object syndrome, gamification now enjoys the attention of B2C marketers ready to implement it. The vendor landscape has also come of age, making it harder to pinpoint...

      • Downloads: 83
    • For B2B Marketing Professionals

      Report:Make Sales Efficiency A Key Addition To Your B2B Content Marketing Metrics

      Successful B2B marketing depends on content marketing to engage prospects and customers, as well as to support more effective sales execution. Marketers must prove that budgets spent on content...

      • Downloads: 232
    • For B2C Marketing Professionals

      Report:Case Study: BBC Radio1 Reaches Young UK Users With Mobile-Specific Ads

      A Mobile-Unique Approach Creates Engagement And Drives Results

      BBC Radio 1 reinvigorated its program The Breakfast Show with new content and a new host, with the goal of appealing to younger users and growing its audience. To reach these highly mobile listeners,...

      • Downloads: 91
    • For B2C Marketing Professionals

      Report:The ROI Of "Owner" Communities

      A Tool To Help Tech Marketers Uncover The Economic Value Of Their Communities

      Two of the most common questions we receive from B2B marketers are "How do I know if it's worth having a community?" and "How can I prove to my executives that my community is worth their...

      • Downloads: 426
    • For B2B Marketing Professionals

      Report:The 10 Most Innovative Partner Co-Marketing Tactics

      Becoming A Trusted Marketing Advisor Requires Focus And Follow-Through

      B2B partner marketers are tasked with improving the marketing prowess of their partner communities, but progress has been slow to date. With the rise of social media and avant-garde digital marketing...

      • Downloads: 483
    • For B2C Marketing Professionals

      Report:Lift Content Marketing Spending Power Through Brand Partnerships

      Cooperate Across Categories On Content Marketing For Reach, Lead Generation, Advocacy, And Content Expertise

      More and more marketers are producing content to target the same audiences. This hurts brands in two ways: Consumers drown in stories, making it harder for marketers to reach them and create a...

      • Downloads: 203