Elana Anderson

Elana Anderson, formerly vice president of products at Unica, is responsible for developing product strategies and guiding product development and go-to-market activities for IBM’s Enterprise Marketing Management Group. Anderson has more than 20 years of marketing and technology consulting experience and previously served as vice president and research director of the marketing practice at Forrester Research, where she directed the firm’s customer marketing strategy, relationship marketing, interactive marketing, customer analytics, and marketing technology activities. Prior to joining Forrester, Anderson spent nearly 15 years in various roles exclusively focused on marketing strategy and technology.