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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270 results in Reports

  • Marketing Methods
  • For B2C Marketing Professionals

    Report:Advance Through The Stages Of Mobile Maturity

    Road Map: The Mobile Marketing Playbook

    This report provides a road map for B2C marketers who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketers must keep up...

    • Downloads: 1871
  • 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: 560
  • For Customer Experience Professionals

    Report:The US Customer Experience Index, Q1 2015

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

    Three-quarters of companies want to improve their customer experience (CX) in 2015. Forrester's first US Customer Experience Index (CX Index™) benchmark of 2015 sets the baseline that will tell...

    • Downloads: 1357
  • 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: 224
  • For Customer Experience Professionals

    Report:The US Customer Experience Index, Q3 2015

    Benchmarks: The Customer Experience Maturity Playbook

    Forrester's Customer Experience Index (CX Index™) helps customer experience (CX) professionals understand the ups and downs of CX quality over time. The CX Index franchise scores more than 900...

    • Downloads: 735
  • For B2B Marketing Professionals

    Report:Content Matters Across The Entire Life Cycle

    Include Post-Purchase Activity To Increase B2B Content Effectiveness

    Business-to-business (B2B) CMOs so fixate on acquisition in their content marketing efforts that they fail to deliver content that addresses the day-to-day realities that customers face when living...

    • Downloads: 366
  • For B2C Marketing Professionals

    Report:CMOs Must Build An Affinity Channels Strategy To Reach New Audiences

    How To Navigate Fragmenting Media Audiences Across Niche, Focused Digital Media Networks

    Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima,...

    • Downloads: 359
  • For B2C Marketing Professionals

    Report:Forrester Research Interactive Marketing Forecast By Industry, 2013 To 2018 (US)

    ForecastView Spreadsheet

    Breaks out company spending on interactive marketing segmented by 12 industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid search,...

    • Downloads: 16
  • For B2B Marketing Professionals

    Report:Metrics That Matter In L2RM Assessment Tool: Measurement And Performance

    This assessment tool enables you to score various lead-to-revenue management performance and marketing metrics.

    • Downloads: 33
  • For CMO Professionals

    Report:It's Time To Put Shoppers Back Into Shopper Marketing

    Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

    CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

    • Downloads: 413
  • For B2C Marketing Professionals

    Report:Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook

    Mobile's share of web traffic is accelerating dramatically and now is over 40% in several countries. For some companies, including many in media, more than half of all visits come via mobile devices....

    • Downloads: 1055
  • For B2C Marketing Professionals

    Report:Make Sense Of Customer Loyalty Measurement

    Performance Management: The Customer Loyalty Playbook

    Do you know how loyal your customers are? Loyalty means different things to different organizations, and effectively measuring customer loyalty remains a road less traveled by many firms. This report...

    • Downloads: 1657
  • For eBusiness & Channel Strategy Professionals

    Report:Create Mobile Moments With Messaging

    A Guide To Using Mobile Messaging To Engage Customers

    Mobile moments are the new competitive battleground. Mobile messaging creates mobile moments, or the ability to serve your customers proactively in their moment of need. Mobile messaging improves...

    • Downloads: 427
  • For B2B Marketing Professionals

    Report:Build An Adaptive, Efficient Process To Elevate Leads To Revenue

    Processes: The Lead-To-Revenue Playbook

    A well-designed and documented lead-to-revenue management (L2RM) process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous incremental...

    • Downloads: 861
  • For B2C Marketing Professionals

    Report:Executive Q&A: How Personalized Video Works And What It Can Do For You

    Marketing leaders are shifting budgets toward new content and interaction methods to counter a reduced effectiveness in traditional digital advertising and marketing. Enter personalized video, which...

    • Downloads: 205
  • For B2C Marketing Professionals

    Report:The State Of Loyalty Strategies 2016

    Benchmarks: The Customer Loyalty Playbook

    Forrester recently surveyed 60 marketers about their loyalty strategies in an effort to understand how they manage and measure customer loyalty and what challenges get in the way of success. This...

    • 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: 307
  • For B2C Marketing Professionals

    Report:The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook

    Many marketers realize customers are mobile-dominant today, but few recognize the bigger picture: the ballooning numbers of customers who have undergone what Forrester calls the mobile mind shift —...

    • Downloads: 886
  • For B2C Marketing Professionals

    Report:Messaging Apps: Mobile Becomes The New Face Of Social

    Messaging Apps Will Force Digital Platforms To Evolve

    You've surely heard of the second-largest acquisition in tech history, Facebook's purchase of WhatsApp for $19 billion. However, you may not have heard of KakaoTalk, Kik, Line, Secret, Snapchat,...

    • Downloads: 487
  • For eBusiness & Channel Strategy Professionals

    Report:Build A Pervasive Corporate Mobile Competency

    Mobile strategy has evolved since 2010. Then, a mobile strategy equated to a mobile services road map and technology platform choices. An individual or small team could both create a strategy and...

    • Downloads: 691
  • For eBusiness & Channel Strategy Professionals

    Report:Building Mobile Services? Location Matters

    Intelligent Location Enables Smart Consumer Engagement

    Consumers are very task-oriented on their mobile phones. At most, they allot a minute or two to check a price, get a boarding pass, or pay a bill. As a result, digital business professionals must...

    • Downloads: 320
  • 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: 246
  • For B2C Marketing Professionals

    Report:Native Advertising: Handle With Care

    Publishers Must Carefully Balance The Potential For Additional Revenues With The Need For Transparency

    Marketers and agencies alike are seeing great potential in native advertising, which offers the opportunity to present paid-for marketing messaging in editorial content formats. Amid the hype, a few...

    • Downloads: 269
  • For B2B Marketing Professionals

    Report:Evaluate Your Channel Partner Loyalty Initiative

    Tips For Improving Your Return On Loyalty Investment

    In 2012, Forrester surveyed channel professionals to get a pulse on the progress vendors are making toward successfully building channel partner loyalty programs. The results show that the majority...

    • Downloads: 315
  • For Customer Insights Professionals

    Report:Brief: Measure Your Mobile Marketing Performance

    Successful Chinese Firms Match Customers' Activities Across Mobile Campaigns

    Mobile has become the most powerful channel for customer engagement and commerce in China; spending on mobile advertising is rising far faster than ad purchases on traditional media. Chinese...

    • Downloads: 47