Carlton A. Doty

VP, Group Director serving Customer Insights PROFESSIONALS

Carlton leads the research organization that serves B2B Marketing Professionals as well as Customer Insights (CI) Professionals. He began his Forrester tenure in 2006 as a senior analyst specializing in digital channels, emerging products, and enterprise technology in healthcare. Later, he was a founding member of Forrester's CI practice in 2009. He also led Forrester's consumer product strategy practice, where he managed a team of analysts that focused on innovation and digital disruption.

In addition to leading his global research team at Forrester, Carl posts his thoughts and opinions on Twitter and on his blog.

Previous Work Experience

Prior to joining Forrester, Carlton spent nine years as an IT and eBusiness leader in the health insurance industry. He also has experience with two startups and a large marketing services provider.


Carlton holds a B.S. in civil engineering management from the University of Vermont.

Research Coverage

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3460 results in Blogs

    • Blog:US Mobile Advertising Spending To Reach $40 Billion By 2019

      The advertising industry mega-trend of the last decade — ad dollars shifting from offline to online media — is continuing in this decade, as well. This is because more and more users are...

      • For B2C Marketing Professionals

        Blog:Embrace Utility Marketing — Even If You're Not A US Brand

        Last month I blogged about the impressive growth of always addressable customers among US online adults. We've just seen the data for Europe, and I can confirm what we all knew...

        • For B2B Marketing Professionals

          Blog:Two Upcoming Reports On Marketing Automation Made In Europe

          Forrester is about to publish two of my reports discussing the state of marketing automation in Europe; one focuses on European buyers and the other on European vendors (they are currently with the...

          • For eBusiness & Channel Strategy Professionals

            Blog:You Know Your Customers Aren't Going To Download Your App, Right? Even If They Do, It Doesn't Mean They Want To Open It

            Ok, well, some of them will. Those customers who are mobile-savvy enough (they are the shifted as part of what we call The Mobile Mind Shift) and engage with your brand frequently will. You...

            • For Customer Insights Professionals

              Blog:The Forrester Wave™: Web Analytics, Q2 2014 Shows That Web Analytics Is More Important Than Ever

              At Forrester we have talked about the fact that digital intelligence has replaced web analytics.  Digital intelligence tackles emerging channels, sophisticated consumers, technical challenges,...

              • For B2C Marketing Professionals

                Blog:Introduce The Marketing RaDaR To China

                Marketers in China are becoming more aware of the effectiveness of their marketing spending. They will no longer blindly spend a lump sum on China Central Television’s ad auction, for example....

                • For Customer Experience Professionals

                  Blog:Build Enjoyable Experiences

                  We’ve probably all heard some story about over-the-top customer experience in our day. Like the story about the family on vacation at the Ritz Carlton, Bali. The family of a child with a severe...

                  • For B2C Marketing Professionals

                    Blog:Winners Of The 2015 Forrester Groundswell Awards

                    A few moments ago at Forrester's Forum for Marketing Leaders in New York, I announced the winners of the 2015 Forrester Groundswell Awards. Believe it or not, this is now the ninth...

                    • For B2C Marketing Professionals

                      Blog:Want To Launch Mobile App? Ask Yourself The Tough Questions

                      Mobile website or mobile app? It's not only a common question from marketers -- it’s also the wrong question to ask. So let’s get this out of the way first, interactive marketers: You...

                      • For Sourcing & Vendor Management Professionals

                        Blog:Great Customer Experience Is Tied To Great Sourcing Practices

                        My recent report, “Driving Toward Communications Sourcing Excellence,” looks behind the scenes to find out why Formula One (F1) sourcing professionals enjoy such a great customer...

                        • For Customer Experience Professionals

                          Blog:Sneak Preview: The Latest On The Customer Experience Ecosystem

                          When Forrester first introduced the customer experience (CX) ecosystem concept three years ago, we found that companies’ attempts to innovate their CX were limited by tunnel vision. They...

                          • For B2C Marketing Professionals

                            Blog:Let's Talk About Programmatic

                            Programmatic – one of digital marketing’s buzzwords of 2014. It seems today everyone is doing programmatic ad buying – and if you’re not, then some would say your media...

                            • For Application Development & Delivery Professionals

                              Blog:Continuous Delivery Pipeline tool categories

                              A Continuous Delivery pipeline is a (mostly) automated software tool chain that takes delivered code, builds it, tests it, and deploys it. This simple concept gets complicated by tool chain...

                              • For Infrastructure & Operations Professionals

                                Blog:Cure Your Service Desk With Customer Experience

                                One of the best TV comedies in the UK over the last couple of years has been The IT Crowd. It is about a fictional IT department and plays to all the possible IT stereotypes. One of my favorite...

                                • For CMO Professionals

                                  Blog:Having Faith In Apple Plus Beats

                                  A media frenzy arose last night when the Financial Times suggested it had word from the inside that Apple is closing in on buying Beats Electronics for $3.2 billion. The immediate response from all...

                                  • For Customer Insights Professionals

                                    Blog:Take The “Big” Out Of Big Data With Customer Recognition

                                    I remember my first day at high school. Yikes it was scary. The older kids were BIG! The teachers were BIG (the phys ed teacher was even a little mean), the school was BIG . . . Everything felt so...

                                    • For CIO Professionals

                                      Blog:Look Beyond Traditional Service Providers For Your Digital Transformation Journey

                                      In a recent report on next-generation services, I give several examples of how tech services firms are reinventing their operating models and value propositions to provide a new path to digital...

                                      • For CMO Professionals

                                        Blog:The Post-Digital Agency Landscape Emerges

                                        Next month will mark the (gulp) 20th year of my tenure in "digital strategy." I started working on projects back in 1994 using Mozilla, Usenet, and WebCrawler as my guides. The World (its 2006...

                                        • For eBusiness & Channel Strategy Professionals

                                          Blog:Death of a (B2B) Salesman

                                          Forrester forecasts that 1 million US B2B salespeople will lose their jobs to self-service eCommerce by the year 2020. B2B buyers now favor do-it-yourself online options for researching and buying...

                                          • For CIO Professionals

                                            Blog:US Tech Market Growth Slows As Election And Political Uncertainties Dampen Economic Growth And Tech Buying

                                            Earlier in 2012, I was fairly bullish about the US tech market, expecting growth of 7% to 7.5% for the near depending on whether or not telecommunications services was included (see April 24, 2012,...

                                            • For CIO Professionals

                                              Blog:Double Down On Data: Who Ya Gonna Call?

                                              An explosion of data is revolutionizing business practices. The availability of new data sources and delivery models provides unprecedented insights into customer and partner behavior and enables...

                                              • For B2C Marketing Professionals

                                                Blog:Why You Should Read The Mobile Mind Shift

                                                Worldwide, people use mobile devices pretty much continuously. Mobile access on smartphones and tablets creates a dramatic change in behavior as people use, then expect, and then demand service from...

                                                • Blog:Game Time — What Can We Learn From Gaming Apps?

                                                  Want to track how many calories you burned on your lunch run? There’s an app for that. Want to turn your face into an Emoji? There’s an app for that. Want to kill time by making patterns...

                                                  • For Customer Insights Professionals

                                                    Blog:Announcing The 2013 Customer Analytics And Measurement Survey

                                                    Last year, my colleague Srividya Sridharan published The State Of Customer Analytics 2012 (subscription required). Using the results of her annual customer analytics adoption survey, she...

                                                    • For B2C Marketing Professionals

                                                      Blog:What Will You Do Differently In 2015?

                                                      The start of a new year provides an opportunity to take stock of our environment and do things a bit differently. This year, I am addressing the role microvideo can play within a marketing...