Elana Anderson

Elana Anderson

Elana Anderson is vice president of product marketing and strategy at Unica Corp. Elana is a highly regarded marketing software expert who previously served as vice president and research director of the marketing practice at Forrester Research. Prior to Forrester, Anderson was a strategy consultant and systems integrator for nearly 15 years, serving as vice president of Customer Operations at Web Dialogs (acquired by IBM), client partner at Tessera Enterprise Systems (acquired by iXL), and consulting manager at Andersen Consulting (now Accenture). Throughout her career, Anderson has lead successful marketing strategy and technology implementation projects for Fortune 500 firms in the retail, high-tech, and financial services markets.

RECENT ARTICLES BY ELANA ANDERSON

Time to Appoint a Chief Customer Experience Officer?

Sep 11, 2008 - A Garter consultant promotes a framework for improving customer experiences. Comments

A Good E-mail Marketing Program Costs Money

Aug 28, 2008 - Boosting relevance and sophistication of e-mail programs comes at a price. Here's a breakout of cost components and how to proceed. Comments

Four Characteristics of Next-Generation Campaign Management

Aug 14, 2008 - Campaign-management technology has long been associated with the creation and deployment of outbound marketing campaigns. It's time to change that. Comments

Taking Relationship Marketing Online

Jul 31, 2008 - Interactive marketing requires a fusion of offline and online skills. Here are some tips to help make that happen and approaches to avoid. Comments

Five Steps to Understanding Customer Retention

Jul 3, 2008 - Best practices to figuring out a customer's value and whether it's worth retaining her. Comments

Best Practices in Integrated Lead Management

Jun 19, 2008 - Tactics that B2B marketers can use to increase the effectiveness of lead management efforts and improve relationships with sales. Comments

Beyond Lead Generation: Integrated Lead Management

Jun 5, 2008 - Why don't sales teams follow up on more leads and why don't more leads result in a sale? Comments

Sony Shows No Integrated Marketing Style Here

May 22, 2008 - If you can't get a simple integrated program like this right, don't integrate at all. Comments

How Technology Enables Integrated Marketing

May 8, 2008 - Why marketing organizations must take greater ownership of technology. Comments

Overcoming Barriers To Relevance

Apr 24, 2008 - How can marketing organizations become better integrated and customer focused? Comments

Five Fundamentals of Integrated Marketing

Apr 10, 2008 - Why integrated marketing is more than a multichannel play. Comments

Overture Closes FAST Deal

Apr 22, 2003 - The Pasadena, Calif., firm completes its $70M purchase of FAST's Web search unit and expects to finish its $140M AltaVista buy in two weeks. Comments

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