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Rusty   Warner

Rusty Warner

Principal Analyst Serving B2C Marketing Professionals

Rusty serves B2C Marketing Professionals. His research focuses on marketing technologies, including customer analytics, cross-channel campaign management, enterprise marketing platforms, real-time interaction management, and digital customer experience delivery. Rusty helps organizations ensure that marketing technology investments are aligned with strategies to meet shifting customer expectations and support the BT agenda — technologies, systems, and processes to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 25 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, business analysis, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (formerly Alterian), focused on solutions for marketing automation, customer analytics, campaign management, and email marketing.

Prior to SDL, Rusty was with NCR and Teradata for 22 years in both the US and Europe. As head of Europe, the Middle East, and Africa (EMEA) marketing for Teradata, he built a "virtual" team to ensure effective marketing execution across 25 countries, with responsibility for all internal and external marketing activities, customer communications and events, program deployment, press and analyst relations, joint marketing with partners, product marketing, and sales support. He also has extensive global consulting and sales support experience based on customer engagements in 35 countries, with particular emphasis on EMEA.

Education

Rusty graduated summa cum laude from West Virginia University, with a Bachelor of Science degree in computer science. In addition to being a National Merit Scholar and a member of Phi Beta Kappa, he was WVU's Mr. Mountaineer (outstanding senior) and Outstanding Greek Man (top fraternity senior). Rusty relocated to the United Kingdom in 1996 and holds dual American and British citizenship.

Rusty Warner

Principal Analyst Serving B2C Marketing Professionals

Rusty serves B2C Marketing Professionals. His research focuses on marketing technologies, including customer analytics, cross-channel campaign management, enterprise marketing platforms, real-time interaction management, and digital customer experience delivery. Rusty helps organizations ensure that marketing technology investments are aligned with strategies to meet shifting customer expectations and support the BT agenda — technologies, systems, and processes to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 25 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, business analysis, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (formerly Alterian), focused on solutions for marketing automation, customer analytics, campaign management, and email marketing.

Prior to SDL, Rusty was with NCR and Teradata for 22 years in both the US and Europe. As head of Europe, the Middle East, and Africa (EMEA) marketing for Teradata, he built a "virtual" team to ensure effective marketing execution across 25 countries, with responsibility for all internal and external marketing activities, customer communications and events, program deployment, press and analyst relations, joint marketing with partners, product marketing, and sales support. He also has extensive global consulting and sales support experience based on customer engagements in 35 countries, with particular emphasis on EMEA.

Education

Rusty graduated summa cum laude from West Virginia University, with a Bachelor of Science degree in computer science. In addition to being a National Merit Scholar and a member of Phi Beta Kappa, he was WVU's Mr. Mountaineer (outstanding senior) and Outstanding Greek Man (top fraternity senior). Rusty relocated to the United Kingdom in 1996 and holds dual American and British citizenship.

Rusty Warner's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Rethink Your Approach To MRM

    Customer Obsession Demands Operational Agility

    September 6, 2017Rusty Warner

    Marketing resource management (MRM) is a conflation of enterprise marketing technology (EMT) components that manage financial planning, content production, brand compliance, and even human alignment. B2C marketers often find legacy MRM solutions burdensome, but today's MRM tools offer more flexible alternatives. This report explores core MRM requirements and provides practical advice for B2C marketing professionals charged with maximizing MRM investments to meet evolving customer expectations.

  • For B2C Marketing Professionals

    REPORT: Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook

    July 7, 2017Rusty Warner

    Planning and implementing enterprise marketing technology (EMT) is at the top of the B2C marketing professional's to-do list. But you can't do it alone. You and your business technology (BT) counterparts must maximize your firm's EMT investments to improve customer experience and spark continuous interactions with your customers. This report provides a blueprint for planning an enterprise marketing technology strategy based on an assessment of your current capabilities. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Drive The BT Agenda With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook

    June 27, 2017 Joe Stanhope, Rusty Warner

    Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams to transform into nimble, customer-obsessed organizations. Business-to-consumer (B2C) marketers must form a marketing technology office (MTO) to bridge the gap between marketing and technology management and create a shared business technology (BT) agenda. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to include additional supporting research.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Real-Time Interaction Management, Q2 2017

    Advanced Analytics And Cross-Channel Integration Are Fueling RTIM Adoption

    June 6, 2017Rusty Warner

    In our 32-criteria evaluation of real-time interaction management (RTIM) providers, we identified the 12 most significant ones — Adobe, Emarsys, FICO, IBM, IgnitionOne, Infor, Pegasystems, Pitney Bowes, Rocket Fuel, Salesforce, SAS, and Teradata — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: Vendor Landscape: Real-Time Interaction Management

    Contextual Marketing Demands Real-Time Unification

    May 5, 2017Rusty Warner

    Empowered customers expect businesses to engage them with personalized and contextually relevant interactions. B2C marketing professionals must assemble a contextual marketing engine that includes systems of insight (SoI) and engagement (SoE) to simultaneously serve these customers and meet business goals. Real-time interaction management (RTIM) addresses these needs, but technology selection and integration are complicated. This report outlines the RTIM market and helps B2C marketers narrow down vendor options based on their specific requirements.

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