Alex Cullen

Vice President, Research Director serving Enterprise Architecture PROFESSIONALS

Alex serves Enterprise Architecture Professionals. He is a leading expert on IT planning and strategy, governance, enterprise architecture value, and enterprise architecture practices. Alex leads the team responsible for research and advisory services that address the needs, priorities, and concerns of Enterprise Architecture Professionals and IT strategists.

Previous Work Experience

Alex has been a principal analyst with Forrester, providing clients with insights in the areas of IT strategy and planning, architecture, and process improvement. Prior to joining Forrester, Alex was the director of enterprise architecture and IT process improvement with John Hancock Financial Services. His experience prior to John Hancock includes IT management consultancy, working with Fortune 500 companies on technology strategy and planning and with various high-tech firms in product management and strategy. Alex has published many articles and has spoken at conferences on technology strategy, IT planning, and architecture.


Alex holds a B.A. in fine arts from the University of New Hampshire. He has also participated in and lectured at various executive training programs.

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88 results in Everything

  • Fatemeh Khatibloo
  • For Customer Insights Professionals

    Blog:What Does Acxiom's $310M LiveRamp Bid Mean For Marketers?

    On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash. Several Forrester analysts (Tina Moffett, Susan Bidel,...

    • For Enterprise Architecture Professionals

      Report:Predictions 2015: The Data Economy Goes Mainstream

      CIOs Will Race To Unlock Marketable Data Insights

      The data economy — the market system of buyers and sellers exchanging data to create insights and value — will dramatically expand in 2015. New data sources and new data analytics tools...

      • Downloads: 251
    • For Customer Insights Professionals

      Blog:Acxiom's Untied Kimono

      Yesterday, Acxiom, one of the world's largest data brokers and a key player in the marketing services ecosystem, launched an important new consumer service (still in Beta) called "About The...

      • For Customer Insights Professionals

        Charts & Figures:Marketers Need To Focus On Five Areas To Unlock Consumer Data

      • For Marketing & Strategy Professionals

        Blog:Big Data's Big Meaning For Marketing

        Big data this, big data that. Hardly a day goes by when we're not bombarded with messages about the big data platforms and technologies that will solve all our marketing problems. Let's be...

        • For Customer Insights Professionals

          Report:Prepare For A World Of Consumer-Managed Data

          Executive Overview: The Personal Identity And Data Management Playbook

          Amid the talk of big data, privacy, and personal clouds, another important trend has emerged: Consumers are increasingly aware of the data they create as they move about the Web and engage with...

          • Downloads: 489
        • For Customer Insights Professionals

          Report:Assess Your Customers' Personal Identity And Data Management Attributes

          Assessment: The Personal Identity And Data Management Playbook

          Personal identity and data management (PIDM) changes the way marketers will communicate with their customers. But to understand how, customer insights (CI) professionals need to first understand the...

          • Downloads: 242
        • For Customer Insights Professionals

          Blog:Future-Proof Your Customer Insights Practice with Adaptive Intelligence

          We've been talking about Adaptive Intelligence (AI) for a while now. As a refresher, AI is is the real-time, multidirectional sharing of data to derive contextually appropriate, authoritative...

          • For Customer Insights Professionals

            Report:Personal Identity And Data Management

            Vision: The Personal Identity And Data Management Playbook

            Consumers are leaving a growing digital footprint across channels and media, and they are mindful of the fact that marketers use this data for financial gain. Combined with growing concerns about...

            • Downloads: 1027
          • For Security & Risk Professionals

            Report:Brief: Washington Is Finally Jumping On The Government ID Bandwagon

            Governmentwide Single Sign-On Would Usher In A Customer Experience Revolution

            Although identity federation and trusted identity providers (IdPs) such as Experian,, PayPal, and Verizon Universal Identity Services (UIS) have been around for a long time, they have yet to...

            • Downloads: 51
          • For CIO Professionals

            Report:Reset On Big Data

            Embrace Big Data To Engage Customers At Scale

            Big data rhetoric is at an all-time high. The media is all over the map with its points of view and technology vendors tout products with claims that seem incredible. In the midst of this din, CIOs...

            • Downloads: 845
          • For Customer Insights Professionals

            Charts & Figures:The Federal Trade Commission Personal Data Ecosystem Model

          • For Customer Insights Professionals

            Report:How Dirty Is Your Data?

            Strategic Plan: The Personal Identity And Data Management Playbook

            As personal identity management (PIDM) begins to take shape, companies must think about their customer insights (CI) practices differently. Today's data governance policies — the rules that...

            • Downloads: 573
          • For CMO Professionals

            Report:Brief: The New Art Of Data

            CMOs Must Partner With CIOs To Lead Data Innovation

            Digital customers, channels, and competitors are putting pressure on your firm to leverage more, and messier, data to arm your products, employees, and operations with digital capabilities. But being...

            • Downloads: 189
          • For Customer Insights Professionals

            Blog:Just Published: Forrester's Inaugural Customer Engagement Agency Wave

            When we set out to evaluate the new breed of firm that we call "customer engagement agencies," we sent our initial screener to an incredibly long list of firms -- over sixty, in fact! -- ranging from...

            • For Customer Insights Professionals

              Charts & Figures:Consumers Are Willing To Exchange Information For Value

              Adopt Contextual Privacy To Gain A Market Advantage

            • For Customer Insights Professionals

              Report:Leverage Contextual Privacy To Create Better Location Engagement

              Retail marketers long for the kinds of in-store analytics and in-aisle targeting that eCommerce and digital marketing teams have leveraged for over a decade with web analytics and online measurement...

              • Downloads: 81
            • For Customer Insights Professionals

              Report:Customer Engagement Agency Progress Reflects Industry Maturity

              During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found...

              • Downloads: 280
            • For Customer Insights Professionals

              Report:Evolving Consumer Attitudes On Privacy

              A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

              The tide of privacy is turning. For the past decade, brands have become increasingly dependent on the collection, analysis, and use of consumer data. With many consumer services now subsidized by...

              • Downloads: 100
            • For Marketing Leadership Professionals

              Report:Big Data's Big Meaning For Marketing

              Use Big Data To Deliver Context And Personalization At Scale

              In the age of the customer, it's not enough for your organization to simply meet your customers' needs. Today, your customers often expect you to anticipate their needs, in much the same way as the...

              • Downloads: 740
            • For Customer Insights Professionals

              Blog:Facebook's Mood Manipulation Study: What Does It Mean To Brands?

              By now, most of you will have read or seen multiple media stories about Facebook's recently published mood manipulation study. There's a lot of debate about the ethical implications of the...

              • For Customer Insights Professionals

                Blog:Data Stewardship: It Can Make or Break Your Customer's Trust

                You've heard me go on and on about the importance of personal identity management (PIDM), and the principles you'll need to adopt to thrive in a PIDM-enabled ecosystem, for a year...

                • For Customer Insights Professionals

                  Charts & Figures:Privacy Pages Should Explain Data Practices Clearly

                • For Customer Insights Professionals

                  Charts & Figures:PIDM Task Force Responsibility Assignment Matrix

                • For Customer Insights Professionals

                  Charts & Figures:Mobile Protectionists