Brendan   Witcher

Brendan Witcher

VP, Principal Analyst Serving eBusiness & Channel Strategy Professionals

Brendan serves digital business strategy professionals. He is an expert on eCommerce business, consumer behavior, and technology trends in the digital engagement space. He is also an authority on technology developments that affect both online and offline commerce industries, as well as vendors that help deliver today's leading strategies and tactics in digital excellence.

In his research, Brendan covers such consumer-oriented, cross-vertical topics as eCommerce trends, personalization, omnichannel, customer experience management best practices, engagement strategies, and conversion optimization. Brendan applies this knowledge to numerous industries and spends most of his time consulting with companies that are at the forefront of dealing with digital disruption.

In addition to keynoting at global industry events and advising executive teams on digital strategy, Brendan is sought after for comments and insights by industry media such as Bloomberg, CNBC, NPR, PBS, The Economist, The Wall Street Journal, Time, and USA Today.

Previous Work Experience

Before joining Forrester, Brendan amassed 25 years of experience working for enterprise organizations in multichannel retail and hospitality. During that time, he led significant digital transformation projects, including selecting and integrating enterprise platforms as well as eCommerce support systems and customer-facing technology solutions. He has held multiple leadership positions with Guitar Center and Harry & David, including roles in strategic planning, eCommerce operations, digital marketing, business analytics, customer insights, and CRM. In addition, he has served as an adjunct professor for Southern Oregon University's MBA program.

Education

Brendan graduated from Columbia College with a B.A. in business management. He later earned an MBA with a focus on marketing and a postbaccalaureate in financial analysis/accounting, both from Southern Oregon University.

Brendan Witcher

VP, Principal Analyst Serving eBusiness & Channel Strategy Professionals

Brendan serves digital business strategy professionals. He is an expert on eCommerce business, consumer behavior, and technology trends in the digital engagement space. He is also an authority on technology developments that affect both online and offline commerce industries, as well as vendors that help deliver today's leading strategies and tactics in digital excellence.

In his research, Brendan covers such consumer-oriented, cross-vertical topics as eCommerce trends, personalization, omnichannel, customer experience management best practices, engagement strategies, and conversion optimization. Brendan applies this knowledge to numerous industries and spends most of his time consulting with companies that are at the forefront of dealing with digital disruption.

In addition to keynoting at global industry events and advising executive teams on digital strategy, Brendan is sought after for comments and insights by industry media such as Bloomberg, CNBC, NPR, PBS, The Economist, The Wall Street Journal, Time, and USA Today.

Previous Work Experience

Before joining Forrester, Brendan amassed 25 years of experience working for enterprise organizations in multichannel retail and hospitality. During that time, he led significant digital transformation projects, including selecting and integrating enterprise platforms as well as eCommerce support systems and customer-facing technology solutions. He has held multiple leadership positions with Guitar Center and Harry & David, including roles in strategic planning, eCommerce operations, digital marketing, business analytics, customer insights, and CRM. In addition, he has served as an adjunct professor for Southern Oregon University's MBA program.

Education

Brendan graduated from Columbia College with a B.A. in business management. He later earned an MBA with a focus on marketing and a postbaccalaureate in financial analysis/accounting, both from Southern Oregon University.

Brendan Witcher's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: Omnichannel Commerce Metrics That Matter

    Performance Management: The Omnichannel Commerce Playbook

    August 15, 2018Brendan Witcher

    To achieve key business goals with omnichannel programs, digital strategy professionals need to ensure that they have the right metrics in place. But not all metrics are created equal, and success can elude a retailer if it misses or ignores actionable insights from them. This report lays out the core categories of omnichannel metrics, recommends how to align them with business objectives, and offers a step-by-step process for collecting and using these metrics. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Mastering The Art Of Omnichannel Retailing

    Executive Overview: The Omnichannel Commerce Playbook

    August 3, 2018Brendan Witcher

    Digital business leaders know that many customers today use a variety of digital and physical touchpoints as they move along the path to purchase. This complexity creates challenges for retailers as they implement new strategies and tactics to meet the ever-changing expectations of omnichannel customers. This playbook helps digital business leaders identify, plan, and launch omnichannel services while also acting as a guide for retailers on best practices, pitfalls, and the measures of success for omnichannel shopping. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Envisioning The Future Of Omnichannel Commerce

    Vision: The Omnichannel Commerce Playbook

    July 25, 2018Brendan Witcher

    Omnichannel is not a new concept, but B2C, B2B, and even B2B2C companies still grapple with how to transform from multichannel to omnichannel. Omnichannel capabilities cover four key areas: view of the customer, engagement, fulfillment, and pricing. This report helps digital business professionals understand how and why these areas are separate projects, as well as why these capabilities are critical to successfully win and retain business from empowered customers. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Top Retail Technology Investments In 2018

    Retailers Must Distinguish Hot From Hype In Tech Investments

    May 30, 2018Brendan Witcher

    Retailers must forge through the crowded digital landscape to determine which technologies will most effectively meet their customers' unique expectations. For our annual top trends study, we interviewed more than 30 industry professionals from over 20 retailer companies to ask about retail technology investments this year. This report gives digital business professionals insights into which technologies retailers are investing in and to what extent.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Paving The Path To Omnichannel Commerce

    Road Map: The Omnichannel Commerce Playbook

    May 16, 2018Brendan Witcher

    Digital business professionals have prioritized omnichannel programs for years, but many are unsure of where to start. This report guides digital business pros on how to craft an omnichannel road map that successfully bridges gaps between the organization's current capabilities and its vision for future omnichannel programs. Digital business pros will learn how to chart strategies to select technology, gain internal stakeholder support, break down operational barriers, and measure progress. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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