Gartner Expert

Melissa Davis

VP Analyst

Melissa Davis is a Vice President, Analyst in the Data and Analytics Group. Ms. Davis advises clients on the use of data and analytics to improve the customer experience and deliver business value. This includes strategies, trends and technologies Ms. Davis coverage is also directed to the Chief Data and Analytics officer where she covers D&A strategy, value and maturity.

Previous experience

Previously, Ms. Davis was a brand CIO for a large outdoor apparel company where she launched a customer analytics strategy in addition to developing technology strategies aligned with business objectives. She has a background in customer analytics, digital, retail, customer relationship management (CRM), and enterprise resource planning (ERP) technologies. Ms. Davis has experience across several industries including airline, technology, telecommunications, and apparel and retail.


2018 Gartner Personal Leadership - Spirit of Generosity, IT Leaders & Tech Professionals (ITLTP) Practice

Professional background

VF Corporation

Director Business Technology and Brand CIO - The North Face, JanSport & lucy

Lumen Technologies (formerly Qwest Communications)

Web Channel Manager - E-Commerce

SAP America

Practice Principal - CRM Competency Center

Areas of coverage

Analytics, BI and Data Science Solutions

Data and Analytics Programs and Practices

CRM Strategy and Customer Experience


M.B.A., Information Systems, University of Colorado, Boulder

B.S., Business Administration, University of Maryland, College Park

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Top Issues That I Help Clients Address

1How do I create a customer analytics strategy?

2What are the business benefits of investing in customer analytics?

3What are the trends in customer analytics and their impact to end-user organizations?

4What types of customer data should I collect to deliver the most value?

5What are the trends and vendor landscape in digital analytics including web, product, digital experience and social?