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: Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook

    December 22, 2017 Joe Stanhope, Rusty Warner

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and reporting on campaign performance are trickier because B2C marketing pros often struggle to relate channel-specific metrics to high-level business outcomes. This report provides a framework for B2C marketers to define their key performance indicators (KPIs), build a measurement plan, and embed reporting within a performance management strategy. 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: The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook

    December 1, 2017Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions with individual customers. Brands that seize this potential are assembling enterprise marketing technology ecosystems that Forrester calls contextual marketing engines to create highly engaging environments that drive business growth. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; this version was revised with new data points.

  • For B2C Marketing Professionals

    REPORT: How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook

    November 29, 2017Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with customers who expect relevant content and value exchanges in their moments of need. This report outlines the operational and technological requirements for a CME and provides implementation advice from B2C marketing professionals across multiple vertical segments. This is an update of a previously published report with new examples and updated references; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook

    November 21, 2017Rusty Warner, Shaheen Parks

    B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing business case for technology investments within the broader business technology (BT) context. It also provides an ROI model for B2B marketing technology investments using Forrester's TEI framework. 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 factor in new ideas and data.

  • For B2C Marketing Professionals

    REPORT: Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook

    November 3, 2017 Joe Stanhope, Rusty Warner

    Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the opportunity to shape how their firm uses technology, systems, and processes to win, serve, and retain customers. Forrester's enterprise marketing technology playbook guides B2C marketers as they mature from campaign-based to contextual marketing. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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