Successful Personalization at Scale: Key Findings from the Forrester Wave, Experience Optimization Platforms

Drew Burns
Group Product Marketing Manager, Adobe Target

Drew Burns is a Group Manager, Product Marketing for the Adobe Target application and is a personalization evangelist, working with enterprise companies for over a decade on launching and scaling personalization programs in the retail, travel, financial services, media & publishing, B2B/technology, automotive and many other industries.

James McCormick
Principal Analyst Serving Customer Insights Professionals

James serves Customer Insights Professionals. He is the leading global analyst tracking and defining the value and impact of digital customer information on digitally transforming businesses. His digital intelligence models recognize the big data and advanced analytics approaches that transformed businesses have taken to continually optimize and evolve decisions, experiences, and actions. With his research and experience, he works with senior leaders on insights strategies for sustained market differentiation. James also works with all sizes of technology and services vendors in the digital data, analytics, personalization, and optimization space to define their business strategy, go-to-market, and product road maps.

His responsibilities at Forrester include leading the research on digital intelligence, insights-driven business, and location intelligence; providing end user and vendor strategic advisory; keynoting at industry events; and maintaining a role of key market influences in his field.

Previous Work Experience
Prior to joining Forrester, James held a number of leadership posts running consulting teams that delivered marketing, eCommerce, location intelligence, and performance management solutions and services.

Education
James graduated from the University of Cape Town, South Africa, with a B.Sc. in geology. He followed this up with a B.Sc. (honors) in geographic information systems (GIS).

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