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Results, Not Rocket Science:
Multichannel Marketing and
Triggered Programs
BIOGRAPHIES:
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Elana Anderson
Vice President and Research Director
Forrester
Elana leads Forrester’s Marketing Strategy and Technology research group. The team creates research that analyzes the changing role of marketing in an era of media fragmentation, increasing prevalence of addressable and interactive media, and fast changing consumer behavior. Elana’s own research agenda includes customer marketing strategy, relationship marketing, database marketing, customer analytics, and marketing technology. She, together with the rest of the marketing strategy and technology team, also shares her insights on technology and marketing in Forrester's Marketing Blog.
Prior to joining Forrester in 2002, Elana spent 14 years as a consultant, including six years with Andersen Consulting (now Accenture). She has concentrated exclusively on data-driven marketing strategy and technology since 1995. Prior to joining Forrester, Elana was vice president of customer operations for an application service provider of enhanced communication services, including Web conferencing, click to call, and Web collaboration services. Prior to that, she spent more than five years with Tessera Enterprise Systems (acquired by iXL in January 2000), an integrator providing relationship marketing strategy and delivery services. While with Tessera, Elana held delivery-focused roles, including client partner, director of solutions delivery, and project manager. Elana has led successful marketing strategy and technology implementation projects for several Fortune 500 firms in the retail, high-tech, and financial services verticals.
Elana holds a B.A. from the University of Virginia.
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Andrew Frawley
CEO
Clicktactics
Andrew Frawley, a recognized thought leader in analytic CRM, data integration, data warehousing, and database marketing, has over 20 years of operational experience.
Prior to Click Tactics, Frawley founded and served as president, chairman and CEO of Exchange Applications, a pioneer in analytic CRM. He also founded Grant & Partners, a consulting firm centered on customer-focused business strategies, and MarketPulse, which created one of the first analytic CRM offerings.
Frawley received a B.S. in Finance from the University of Maine and earned an MBA from Babson College. He currently serves on the board of WhyData and is an advisory board member for Centrport and Redbird Systems.
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Ray
Schultz
Editorial Director
DIRECT Magazine
Ray
Schultz, the editorial director of DIRECT magazine, has been
covering direct marketing for 20 years. He joined DM News as
a freelance reporter in 1981, and was named editor in 1986.
He moved to DIRECT as editor in 1994. Shortly after joining
DIRECT, Ray started DIRECT Newsline, the industry's first
daily online newsletter. In 2001, he won a Silver Apple
Award and in 2002 was named List Leader of the Year by the
Direct Marketing Association List Council. Prior to covering
the DM beat, Ray wrote for the New York Times Magazine,
National Lampoon, the Soho Weekly News and the East Village
Other. He is now writing a book on the history of direct
mail.
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