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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39 results in Reports

  • Marketing Methods
  • Consumer Technographics
  • For Customer Experience Professionals

    Report:Banks And Retailers: You Cannot Price Your Way Out Of Bad Customer Experiences

    Why Customer Experience Matters More To Loyalty Than Price

    Have you ever wondered whether it makes more sense to invest in customer experience or in dropping your prices to improve customer loyalty? We tested the relationship between customers' perceptions...

    • Downloads: 740
  • For B2C Marketing Professionals

    Report:Understand Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook

    This report highlights the key principles of mobile experience that marketing leaders must weave into the process of crafting mobile marketing strategies. As more people own smartphones than ever...

    • Downloads: 1955
  • For CMO Professionals

    Report:Big-Box Retailers Must Be Trusted And Essential To Build Their Brand

    Technographics® TRUE Brand Compass: Big-Box Retail

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all consumer industries now have a steeper hill to climb to earn brand preference, referral,...

    • Downloads: 311
  • For B2C Marketing Professionals

    Report:Harness The Power Of The Second Screen

    When And How It Makes Sense For Marketers To Integrate Second-Screen Experiences Into Their Plans

    Consumers today are rarely without a mobile, tablet, or laptop device close to hand, even when engaged in other activities such as watching TV. Being active on these second screens is now a normal...

    • Downloads: 256
  • For B2C Marketing Professionals

    Report:Marketers Embrace The Power Of Digital Video In China

    With the widespread adoption of online video viewing platforms by Chinese consumers, marketers have seized the moment and increased their investment levels in the new medium. However, marketers have...

    • Downloads: 192
  • For B2C Marketing Professionals

    Report:Convergence Disrupts Europe's TV Ad Market

    Consumers' Adoption Of New Viewing Platforms Will Reshape Europe's Television Ad Industry

    As European viewers get used to more choices — with more channels, pay services, and viewing devices — an increasing share of their viewing will fall outside the bounds of established...

    • Downloads: 233
  • 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: 1142
  • For B2C Marketing Professionals

    Report:A Marketer's Guide To The Mobile Mind Shift

    Landscape: The Mobile Marketing Playbook

    Your customers are on smart mobile devices. The question is: how many, what do they expect, and what are they doing? The average US smartphone owner spends over an hour per day interacting with their...

    • Downloads: 1247
  • 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: 400
  • 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: 504
  • For CMO Professionals

    Report:Telecom Brands Are Not Connecting

    Technographics® TRUE Brand Compass: Telecom

    Customers' dissatisfaction with telecom providers is well documented. These firms are known for frustrating customers with confusing programming bundles, poor customer service, and opaque pricing....

    • Downloads: 273
  • For eBusiness & Channel Strategy Professionals

    Report:Customer Advocacy 2014: How US Consumers Rate Their Financial Institutions

    Customers Rate Their Banks, Credit Card Providers, Insurers, And Investment Firms

    The traditional competitive barriers in retail financial services are crumbling. Digital touchpoints render branch distribution strength impotent. Digital technologies are cheaper and easier to...

    • Downloads: 395
  • For Customer Experience Professionals

    Report:The India Customer Experience Index, 2015

    A Benchmark Of How Well Brands In India Use The Customer Experience To Create And Sustain Customer Loyalty

    For the first time, Forrester has applied the Customer Experience Index (CX Index™) methodology to appraise how well companies in India are delivering customer experiences that create and...

    • Downloads: 56
  • For eBusiness & Channel Strategy Professionals

    Report:Customer Advocacy 2013: How US Consumers Rate Their Financial Services Firms

    Customers Rate Their Banks, Credit Card Issuers, Insurers, And Investment Firms

    For 10 years Forrester has shown that customer advocacy — the perception on the part of customers that their firm does what's best for them, not just the firm's own bottom line — is the...

    • Downloads: 688
  • For B2C Marketing Professionals

    Report:Chinese Mobile Consumers Are An Attractive But Unique Audience

    How Mobile Marketing Differs In The Largest Smartphone Market In The World

    China is the largest smartphone market in the world, with what appear to be highly sophisticated mobile users. Metro Chinese consumers use mobile for everything from social media to watching video to...

    • Downloads: 221
  • For B2C Marketing Professionals

    Report:Build Your Content Brand By Delivering Customer Value

    Vision: The Content Marketing Playbook

    To counter increasing media fragmentation and consumer disenchantment with advertising, marketers have begun to exploit the power of digital and social media by building large followings around...

    • Downloads: 690
  • 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: 1785
  • 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: 1158
  • 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: 437
  • For B2C Marketing Professionals

    Report:In-Stream Audio Advertising

    Expand Your Buys, Extend Your Reach, And Get Advertising Traction On Mobile

    In-stream audio is an attractive medium, as it offers a unique user experience supported by targeted reach and guaranteed impressions to support brand goals. In-stream audio advertising is a...

    • Downloads: 334
  • For B2C Marketing Professionals

    Report:Don't Confuse Tablet And Mobile Marketing

    Contextual Marketing Demands A Unique Approach To Tablets

    Too many marketing leaders still lump tablets and smartphones in the same mobile bucket. That's a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within...

    • Downloads: 726
  • For Customer Experience Professionals

    Report:Ten Things To Know About Forrester's Customer Experience Index

    Frequently Asked Questions About The Customer Experience Index Methodology, Diagnostic Tool, And Benchmark

    Companies need a way to measure changes in the quality of their own customer experience (CX) and how it compares with the one that competitors deliver. Forrester's Customer Experience Index...

    • Downloads: 190
  • 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: 229
  • 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: 446
  • 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: 587