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

Five Fundamentals of Integrated Marketing
Why integrated marketing is more than a multichannel play. Oct 9, 2008

Time to Appoint a Chief Customer Experience Officer?
A Garter consultant promotes a framework for improving customer experiences. Sep 11, 2008

A Good E-mail Marketing Program Costs Money
Boosting relevance and sophistication of e-mail programs comes at a price. Here's a breakout of cost components and how to proceed. Aug 28, 2008

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

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

Five Steps to Understanding Customer Retention
Best practices to figuring out a customer's value and whether it's worth retaining her. Jul 3, 2008

Best Practices in Integrated Lead Management
Tactics that B2B marketers can use to increase the effectiveness of lead management efforts and improve relationships with sales. Jun 19, 2008

Beyond Lead Generation: Integrated Lead Management
Why don't sales teams follow up on more leads and why don't more leads result in a sale? Jun 5, 2008

Sony Shows No Integrated Marketing Style Here
If you can't get a simple integrated program like this right, don't integrate at all. May 22, 2008

How Technology Enables Integrated Marketing
Why marketing organizations must take greater ownership of technology. May 8, 2008

More articles by Elana Anderson ...