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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39 results in Reports

  • Marketing Methods
  • Consumer Technographics
  • 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 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: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 B2C Marketing Professionals

    Report:Profiling Brand-Loyal And Price-Conscious US Consumers

    A Technographics® Data Essentials Document

    Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

    • Downloads: 117
  • For B2C Marketing Professionals

    Report:Your Customers Demand Valuable Content

    Landscape: The Content Marketing Playbook

    Consumers are no longer passive "eyeballs" to be tracked, targeted, and messaged to; they're now active and critical in how they hunt for, filter, and consume information and entertainment across...

    • Downloads: 832
  • 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: 755
  • For B2C Marketing Professionals

    Report:The Future Of Mobile Wallets Lies Beyond Payments

    Select Your Mobile Wallet Partners To Craft Valuable Mobile Moments

    Despite the accelerating rate of disruption and innovation in mobile payments, no one, including Apple, has yet cracked mobile wallets. Forrester believes that several players will emerge as winners...

    • Downloads: 885
  • For CMO Professionals

    Report:Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

    How Research Touchpoints Affect Consumer Spending

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

    • Downloads: 1164
  • 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: 705
  • 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: 93
  • For eBusiness & Channel Strategy Professionals

    Report:Customer Advocacy 2015: Drive Cross-Sell And Loyalty By Focusing On Advocacy

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent

    For 12 years, Forrester has shown that customer advocacy — the perception on the part of customers that a firm does what's best for them, not just what's best for the firm's own bottom line — is the...

    • For B2C Marketing Professionals

      Report:The French Shopper Journey: Use The Customer Life Cycle To Anticipate What Customers Will Do Next

      The Customer Life Cycle Helps B2C Marketers Prioritize Channels And Touchpoints At Each Phase Of Your Customers' Path To Purchase

      B2C marketers must plan beyond the marketing funnel to support consumers across their entire life cycle. This report takes a closer look at French consumers' path to purchase, highlighting their use...

      • Downloads: 27
    • For B2C Marketing Professionals

      Report:Optimize Your Search Marketing With Mobile

      Smartphone penetration is surging, and mobile search usage is on the rise. This means that mobile should be a priority — not an experiment — for search marketers. This report provides...

      • Downloads: 590
    • 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: 330
    • 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: 200
    • 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: 559
    • For B2C Marketing Professionals

      Report:Measure Content Marketing For Success

      Performance Management: The Content Marketing Playbook

      Content marketing is one of marketers' biggest winners in terms of net new budget, as they realize that valuable, customer-centric content is an effective way to engage with empowered customers. With...

      • Downloads: 629
    • 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: 227
    • 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: 318
    • For B2C Marketing Professionals

      Report:Google Glass: What Marketers Need To Know

      Utility-Based Marketing Is In; Advertising Is Out

      Google Glass, the new head-mounted device from Google, has the potential to be the next great platform for app development — as disruptive and fertile a platform as the iPhone has been....

      • Downloads: 723
    • 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: 279
    • For B2C Marketing Professionals

      Report:The State Of Mobile Technology For Marketers, 2014

      Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part...

      • Downloads: 1244
    • 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: 739
    • 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: 475
    • For B2C Marketing Professionals

      Report:2016 Mobile And App Marketing Trends

      Integrating Mobile In Your Strategy As A Key Brand Differentiator

      More than 50% of searches are happening on a mobile device and US consumers spent more time with mobile apps than watching TV in 2015. In India, Flipkart — the largest eCommerce player — has...

      • Downloads: 249