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
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
Overcoming Barriers To Relevance - How can marketing organizations become better integrated and customer focused? Apr 24, 2008
Five Fundamentals of Integrated Marketing - Why integrated marketing is more than a multichannel play. Apr 10, 2008
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