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Alan Webber

Research Director, Digital Strategy & Customer Experience

Alan Webber is Research Director for Digital Strategy and Customer Experience.  In this role, Alan leads IDC's Customer Experience research program as well as supporting IDC's Chief Marketing Officer research efforts. Specific areas of research interest for Alan are the impact that technology changes have on how business and customers engage and interact, the digital transformation of the customer experience, and the impact of algorithms and analytics.


Alan has more than 25 years of analyst, management, and technology experience working with private sector firms and public sector organizations. Alan can provide strategic advice and market intelligence on emerging and existing customer experience and customer engagement technologies, business practices, and market trends. 

During his career, Alan has been a Partner and Principle Analyst at the Altimeter Group covering digital strategy, a Principal Analyst covering customer experience at Forrester Research, and has led various technology, strategic planning, customer engagement, and performance management initiatives for US Government agencies.


  • Obtained B.A., M.A., and an M.S. from Colorado State University
  • ABD for Ph.D. from George Washington University
  • Currently an adjunct faculty member at the Naval Postgraduate School in Monterey, CA for the US Navy where he lectures on the impact of disruptive technologies
  • Alan has been quoted in numerous business and technology publications including B2B Magazine, Business Week, The Washington Post, the Wall Street Journal, Government Computer News, Fortune Magazine, Congressional Quarterly, Computerworld, CIO Magazine, CIO Today, Government Technology, and French CIO Magazine


This IDC Perspective offers CMOs and their marketing operations and technology teams five insights drawn from Adobe Summit 2018. The Summit's theme was "from marketing to experience." IDC analysts reflect on how conversations with Adobe and...
This IDC Survey presents findings from the 2018 CMO survey. Customer experience is eclipsing product as a primary differentiator. Enterprises will fail in their attempts to improve customer experience unless marketing contributes in a much ...
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