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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276 results in Reports

  • Marketing Methods
  • For Customer Insights Professionals

    Report:Three Must-Haves For Loyalty Strategy Success

    Processes: The Customer Loyalty Playbook

    Successful loyalty strategies boost customer retention, engagement, and the bottom line. But today, many companies fail because they haven't established the foundation they need to build basic...

    • Downloads: 1022
  • For CMO Professionals

    Report:Marketers Need To Put Money Where A Consumer's Mouth Is

    How Consumers Discover New Brands, Products, And Services

    This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

    • Downloads: 386
  • For CMO Professionals

    Report:The Convergence Of Brand, Customer Experience, And Marketing

    Organization: The Brand Experience Playbook

    The line between the brand, marketing, and customer experience (CX) disciplines has blurred as people gain access to companies and products on their own terms. This requires an explicit architecture...

    • Downloads: 1169
  • For B2C Marketing Professionals

    Report:Use The Five P's To Test Interactive Displays

    Understand The Opportunities And Challenges Before Activating

    Interactive displays offer interactive marketers the chance to enhance customer engagement outside of the home and to test budding technologies like gestural recognition and touchscreen interfaces....

    • Downloads: 286
  • For CMO Professionals

    Report:Look To Asia To Inspire And Pilot Your Marketing Innovation

    Asian markets are key for international brands: With 60% of the world's population and continuing economic growth, senior marketers are paying close attention to the region's potential. CMOs should...

    • Downloads: 245
  • 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: 461
  • For B2C Marketing Professionals

    Report:Evaluate Your Marketing Optimization Readiness

    Assessment: The Marketing Mix Optimization Playbook

    Marketers today face increasing customer power, rapid change in media consumption, and ever-greater pressure for marketing to be accountable for business impact. To respond to these new demands,...

    • Downloads: 488
  • 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: 311
  • For B2C Marketing Professionals

    Report:It's Time To Integrate Facebook Into Your Marketing Site

    Using Facebook Login To Your Advantage

    This report, originally written for eBusiness and channel strategy professionals, contains important insight and recommendations for interactive marketing professionals as well. Since the...

    • Downloads: 441
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display Advertising Forecast, 2014 To 2019 (Western Europe)

    ForecastView Spreadsheet

    Online display advertising in Western Europe is growing at a 10.3% compound annual growth rate (CAGR) over the next five years. Drivers for growth include a growing online population together with an...

    • Downloads: 7
  • For B2B Marketing Professionals

    Report:Mobile Is A Mainstream Content Source For Tech Buyers

    Deliver What They Want Where They Want It

    Mobile is becoming the new face of engagement. By 2016, smartphones and tablets will put power in the pockets of a billion business application buyers and/or users. Mobile is not simply another...

    • Downloads: 314
  • For Customer Insights Professionals

    Report:Craft A Customer Loyalty Strategy That Raises Your Maturity

    Strategic Plan: The Customer Loyalty Playbook

    Companies that attempt to drive loyalty with a cookie-cutter strategy and ignore customer insights (CI) struggle and lack meaningful results. CI professionals seeking to build a loyalty strategy that...

    • Downloads: 491
  • For B2C Marketing Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

    • Downloads: 630
  • 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: 896
  • For Customer Insights Professionals

    Report:Is It The Right Time For A US Loyalty Coalition?

    The Climate Is Shifting For Loyalty Programs That Reward Across Multiple Partners

    Coalition loyalty programs like Air Miles, Fly Buys New Zealand, Nectar, and Payback get a lot of press for their ability to reward consumer spend across categories and impact business performance...

    • Downloads: 236
  • For Customer Insights Professionals

    Report:The State Of Loyalty Programs 2013

    Forrester recently surveyed 50 loyalty program marketers about their loyalty program strategies in an effort to understand the size, structure, and performance of their programs. This report contains...

    • Downloads: 1831
  • For B2B Marketing Professionals

    Report:Establish Your Content Marketing Life Cycle

    B2B Content Managers Must Plan More Than A Calendar

    Consumers have more power at their disposal than ever before and B2B content managers must adapt their strategies to stay relevant. It is no longer adequate to market to a singular, monolithic...

    • Downloads: 374
  • 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: 1609
  • For eBusiness & Channel Strategy Professionals

    Report:2014 European Mobile Banking Functionality Benchmark

    Garanti Tops Our Review Of European Banks' Mobile Services

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the retail mobile banking offerings of 11 retail banks across Europe on more than 35 criteria. The banks have laid strong...

    • Downloads: 311
  • For B2C Marketing Professionals

    Report:Brief: Connect With The Power Of Microvideo

    Learn The Basics Of Microvideo

    Marketing leadership professionals are missing a key opportunity to connect with customers through microvideo channels. It's increasingly difficult to keep the attention of customers, and these...

    • Downloads: 79
  • For Customer Insights Professionals

    Report:Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Executive Overview: The Customer Loyalty Playbook

    In the age of the customer, it's more important than ever to engage effectively with your customers — how, when, and where they desire. To do this, customer insights (CI) professionals must...

    • Downloads: 1081
  • For B2C Marketing Professionals

    Report:Brief: Email Marketing Gets Responsive

    Mobile access to email is exploding, forcing marketers to develop a strategy for creating mobile-friendly email messages. This report recommends strategies for how to improve the performance of email...

    • Downloads: 291
  • For B2C Marketing Professionals

    Report:Seven Steps To A Needs-Based Marketing Strategy

    Now more than ever, brands are able to achieve their marketing objectives through new technologies and touchpoints. This constant stream of technology is both a blessing and a curse for strategy...

    • Downloads: 430
  • For B2C Marketing Professionals

    Report:Mobile App Discovery: Best Practices To Promote Your App

    Most brands would love to have their apps among the top 25 most downloaded apps on the Apple App Store or Google Play. With more than one million apps available, there's a great risk that your app...

    • Downloads: 572
  • 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 marketing leaders who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketing leaders...

    • Downloads: 1756