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Carlton A.  Doty

Carlton A. Doty

VP, Group Director Serving Customer Insights Professionals

Carlton (Carl) runs a global research organization that serves B2C Marketers, B2B Marketers, and Customer Insights Professionals. He began his Forrester tenure in 2006 as a Senior Analyst specializing in digital channels, emerging products, and enterprise technology in healthcare. In 2009, he co-founded Forrester's Customer Intelligence research practice. In 2010, Carl assumed responsibility for Forrester's consumer product strategy practice, covering innovation and leading the research efforts behind Forrester's book, Digital Disruption.

Carl occasionally posts his thoughts and opinions on Twitter and on his Forrester 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.

Education

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

Carlton A. Doty

VP, Group Director Serving Customer Insights Professionals

Carlton (Carl) runs a global research organization that serves B2C Marketers, B2B Marketers, and Customer Insights Professionals. He began his Forrester tenure in 2006 as a Senior Analyst specializing in digital channels, emerging products, and enterprise technology in healthcare. In 2009, he co-founded Forrester's Customer Intelligence research practice. In 2010, Carl assumed responsibility for Forrester's consumer product strategy practice, covering innovation and leading the research efforts behind Forrester's book, Digital Disruption.

Carl occasionally posts his thoughts and opinions on Twitter and on his Forrester 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.

Education

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

Research Coverage

Carlton A. Doty's Research

Most RecentMost Popular
  • For CIO Professionals

    REPORT: Autonomous Vehicles Will Reshape The Global Economy

    Six Transformative Ripple Effects Of Autonomous Transport

    July 20, 2017 Laura Koetzle, Carlton A. Doty

    Each week brings a new story about autonomous vehicle experiments by disruptive tech companies that threaten the future of century-old auto manufacturers. This is not one of those stories. We instead uncover the downstream impact of widespread automation in transportation, whose ripple effects go beyond the debatable future of personal vehicles to span government, media, shipping, insurance, data security, and everything in between. CIOs: Learn how and when these changes will unfold to prepare your business for the challenges and opportunities ahead.

  • For B2C Marketing Professionals

    REPORT: The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook

    March 31, 2016Carlton A. Doty, Rusty Warner

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage now, B2C marketing pros must deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions with individual customers. Brands that seize this potential — such as McCormick & Company's spinoff Vivanda, NASCAR, and Nike — are assembling proprietary digital platforms that Forrester calls contextual marketing engines. Contextual marketing engines create sticky, highly engaging environments for customer interaction and yield proprietary data that you cannot replicate by traditional marketing methods or third-party data sources. The results translate into unprecedented levels of customer engagement, increased revenue, and better product experiences. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: Predictions 2016: The Path From Data To Action For Marketers

    How Marketers Will Elevate Systems Of Insight

    November 9, 2015 Brian Hopkins, Carlton A. Doty, Jennifer Belissent, Ph.D.

    The ballooning scale and diversity of customer data in 2016 will provide rich new sources of insight, equipping firms to engage with customers in novel ways and disrupt entire industries. But customer insights (CI) pros and other marketers and strategists have only scratched the surface when it comes to using insights to drive transformational customer experiences. In this brief, Forrester predicts what will happen in the seven hottest areas — data management, big data, analytics, business intelligence, insights services, data monetization, and systems of insight — and tells you what to do about it.

  • For Enterprise Architecture Professionals

    REPORT: Predictions 2016: The Path From Data To Action For Technologists

    How Technology Managers Will Elevate Systems Of Insight

    November 9, 2015 Brian Hopkins, Carlton A. Doty, Jennifer Belissent, Ph.D.

    The blistering speed of change in data and analytics will heat up more in 2016, making it harder than ever for enterprise architects and technology managers to make sense of it all. In this brief, Forrester predicts what will happen in the seven hottest areas — data management, big data, analytics, business intelligence, insight services, data monetization, and systems of insight — and tells you what to do about it.

  • For Customer Insights Professionals

    REPORT: Health Insurers: Prepare For Survival Of The Fittest

    Customer Insights Are Critical To Your Evolution

    September 2, 2015Rebecca McAdams, Carlton A. Doty

    Whether or not health insurers are ready, the age of the customer is the new reality and it demands customer obsession. The only successful strategy is to focus your business decisions on consumer knowledge to win, serve, and retain customers. Customer insights (CI) professionals must take charge of delivering the actionable intelligence required to support customer obsession. This report will set the stage for a necessary shift in the culture of health insurers and provide tactical ways to get started on their journey to become more intelligent enterprises fixated on the patient.

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