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: Now Tech: Cross-Channel Campaign Management, Q2 2019

    Forrester's Overview Of 42 Cross-Channel Campaign Management Providers

    May 17, 2019Rusty Warner

    B2C marketers, you can use cross-channel campaign management (CCCM) offerings to better understand your customers, execute your brand strategy across channels, and orchestrate digital and offline customer experiences. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. Use Forrester's Now Tech report to understand the value you can expect from a CCCM provider and to select vendors based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Real-Time Interaction Management, Q1 2019

    The 12 Providers That Matter Most And How They Stack Up

    February 27, 2019Rusty Warner

    In our 33-criterion evaluation of real-time interaction management (RTIM) providers, we identified the 12 most significant ones — Adobe, Certona, Emarsys, FICO, IBM, Infor, Kitewheel, Pegasystems, Pitney Bowes, Salesforce, SAS, and Teradata — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals select the right one for their needs.

  • For B2C Marketing Professionals

    REPORT: Enable Operational Efficiency With MRM

    February 4, 2019Rusty Warner

    B2C marketers use marketing resource management (MRM) solutions to effectively manage their money, people, content, and brand strategy. For our Q3 2018 Forrester Wave™ evaluation of MRM, we surveyed 24 customer references about their respective MRM vendors. This report outlines the current state of MRM from the perspective of these end users.

  • For B2C Marketing Professionals

    REPORT: Case Study: FactCool And Zizzi Leverage Martech Investments To Drive Digital Transformation

    January 15, 2019Rusty Warner, Arleen Chien

    This case study for B2C marketers examines how an online fashion retailer and a casual dining restaurant chain are using their enterprise marketing technology (EMT) investments to lead their firm's digital transformation initiatives. Both companies have differentiated themselves from competitive threats using this approach, as it allows them to better meet customer expectations.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Real-Time Interaction Management, Q1 2019

    Forrester's Overview Of 42 RTIM Providers

    January 11, 2019Rusty Warner

    B2C marketers can use real-time interaction management (RTIM) offerings to orchestrate contextually relevant customer experiences (CX), address customer expectations for mutual value exchanges with their brand, and align marketing with all of their firms' customer-facing functions. But to access these benefits, you'll first have to select from a diverse set of vendors that vary widely. Use Forrester's Now Tech report to understand the value you can expect from a RTIM provider and select vendors based on size and functionality.

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