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.


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

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286 results in Reports

  • Marketing Methods
  • For eBusiness & Channel Strategy Professionals

    Report:Your Customers Will Not Download Your App

    Develop A Strategy To Borrow Mobile Moments And Engage Your Customers Effectively — Where They Already Are

    Few eBusiness professionals will see the majority of their customers download their app, nor will they own enough mobile moments to win, serve, and retain their customers effectively. Most apps...

    • Downloads: 469
  • For eBusiness & Channel Strategy Professionals

    Report:Digital Financial Services Teams Should Embrace Game Mechanics

    Digital teams at financial services firms have been slower than digital teams in other industries to adopt game mechanics. But the success of game mechanics in sectors like airlines and education has...

    • Downloads: 552
  • For Customer Insights Professionals

    Report:Brief: Demystifying Real-Time Interaction Management

    Anchor Your Contextual Marketing Engine With This System Of Engagement

    Customer obsession requires marketers to rethink campaigns and instead deliver self-perpetuating cycles of insight-driven interactions. We believe that firms will assemble contextual marketing...

    • Downloads: 263
  • For B2C Marketing Professionals

    Report:Mobile Advertising: It's Time To Get Personal

    Dump Your Desktop Approach For Integrated, Individualized Mobile Ads

    Nearly a third of the world's population is equipped with smartphones, and saturation reaches more than two-thirds in major markets like Hong Kong, the UK, and the US. This creates a huge mobile...

    • Downloads: 523
  • For B2C Marketing Professionals

    Report:Make Content Partnerships Work For Your Brand

    Link Content Partnerships With Key Elements Of Your Brand Strategy To Drive Results

    Partnerships with media organizations can play a key role in helping brands plan and execute their content marketing strategies. Media organizations can give marketers access to audiences they may...

    • Downloads: 327
  • For B2C Marketing Professionals

    Report:How To Re-Energize Your Branded Content

    Continuous Improvement: The Content Marketing Playbook

    The bar for content quality — whether it's from a brand or a publisher — is continually rising. Marketers' best and only real route to nailing customers' expectations is to embrace an...

    • Downloads: 96
  • For Customer Insights Professionals

    Report:Marketers Are Using Data To Fuel Effective Mobile Campaigns

    Learn From Chinese Enterprises Making Effective Use Of Mobile Data To Power Contextual Marketing

    Chinese consumers, who comprise the world's largest mobile installed base, make dynamic use of mobile data in their daily lives. To thrive, organizations in China must excel at leveraging mobile data...

    • Downloads: 154
  • For eBusiness & Channel Strategy Professionals

    Report:2014 Global Mobile Banking Functionality Benchmark

    Garanti Tops Our Review Of Global Banks' Mobile Services

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of 32 large retail banks in Western Europe, North America, and Australia. In general, the firms...

    • Downloads: 636
  • For B2C Marketing Professionals

    Report:Plan A Stream Of Emerging Touchpoint Programs

    No two organizations are the same, and that means there is no universal approach to developing a single emerging touchpoint. Developing a stream of these innovative touchpoints is even more...

    • Downloads: 103
  • For Customer Experience Professionals

    Report:Case Study: Best Western Great Britain Wins Validation For Customer Experience Strategy

    In 2010, Best Western International in Great Britain was a midmarket brand struggling to stand out in a sea of budget hotels and prove its value to customers. Partnering with customer experience...

    • Downloads: 156
  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Scotiabank Boosts Sales With Targeted Mobile Cross-Selling

    The Bank Has Employed Mobile Messaging, Targeted Offers, And Prefilled Forms To Deepen Relationships With Customers

    Mobile is the new battleground in Canadian retail banking. In 2013, digital executives at The Bank of Nova Scotia — commonly referred to as Scotiabank — looked at the state of mobile...

    • Downloads: 194
  • For B2C Marketing Professionals

    Report:Create Marketing Your Customers Can Use

    How To Infuse Marketing Programs With Usefulness

    Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical locations....

    • Downloads: 403
  • For B2C Marketing Professionals

    Report:Gamification: "Level Up" Your Strategic Approach

    Over the past year, marketers have made the shift from learning about the meaning of gamification to incorporating it into their strategies. But so far, the results have been mixed, as the...

    • Downloads: 597
  • 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: 413
  • For B2B Marketing Professionals

    Report:Tools For Defining And Documenting L2R Processes

    The goal of lead-to-revenue (L2R) process management is not to move hundreds or thousands of "leads" through a process of sequential attrition until tens or hundreds of deals emerge. The goal of the...

    • Downloads: 182
  • For Customer Insights Professionals

    Report:Craft A Loyalty Strategy That Raises Your Maturity

    Strategic Plan: The Customer Loyalty Playbook

    Companies that attempt to drive loyalty with points and discounts alone will miss their mark. Customer insights (CI) professionals seeking to build a loyalty strategy that stands out need a game plan...

    • Downloads: 635
  • 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: 1181
  • For B2C Marketing Professionals

    Report:Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook

    This report for marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of marketers are still in the early...

    • Downloads: 640
  • For Customer Experience Professionals

    Report:The Canada Customer Experience Index, 2015

    Benchmarking The Canadian Brands That Create The Most Loyalty With Their Customer Experience

    Six in 10 Canadian companies want to improve their customer experience (CX) in 2015. Forrester's Canada Customer Experience Index (CX Index™) benchmarks 194 companies that do business in Canada...

    • Downloads: 258
  • For B2C Marketing Professionals

    Report:Reinvent Customer Relationships With WeChat Mobile

    Leverage The Power Of WeChat's Mobile Ecosystem In China

    WeChat is the largest mobile social app in Asia Pacific. Offering advanced features and services that go far beyond messaging to both consumers and marketers, it dominates Chinese consumers' mobile...

    • Downloads: 142
  • For Application Development & Delivery Professionals

    Report:Brief: CPG's Digital Future

    How CPG Brands Will Adapt To Digital Disruption

    Consumer packaged goods (CPG) brands face intense threats from an accelerating rate of new product introduction and the erosion of brand loyalty. They also face grueling competition in a race to...

    • Downloads: 253
  • For Customer Experience Professionals

    Report:How Customer Experience Drives Revenue: A New And Improved Look

    How CX Professionals Can Make The Case For CX

    Customer experience (CX) professionals who want to drive CX transformation need to show how CX drives business outcomes. Forrester's new Customer Experience Index (CX Index™) framework helps CX...

    • Downloads: 528
  • For B2C Marketing Professionals

    Report:The Mobile Mind Shift Index

    Measuring And Analyzing The Shift In Consumers' Expectations

    Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

    • Downloads: 1145
  • For CMO Professionals

    Report:How To Build A Strong B2B Brand Experience

    Processes: The Brand Experience Playbook

    As business buyers gain control over their purchase process with easy access to product specs, peer reviews, and competitive intelligence, business-to-business (B2B) organizations must depend on a...

    • Downloads: 892
  • For B2B Marketing Professionals

    Report:Best Practices For Social Content Hubs

    A social content hub can be an effective tactic for providing prospective buyers with a dynamic destination to explore your products and offerings. But before you invest in the resources and...

    • Downloads: 300