Analyst Columns:

The G2 on Application Research

Subscribe to receive the latest applications research from expert analysts at G2.

By submitting this form, you are agreeing to receive research communications from G2.
Robert Mahowald - The G2 on Applications Innovation

Robert Mahowald

Vice President
Applications Research

The G2 on Applications Innovation

Stephanie Graham - The G2 on Brand Perception

Stephanie Graham

Research Analyst
Marketing & Digital Advertising

The G2 on Brand Perception

jazmine betz - the g2 on collaboration technology

Jazmine Betz

Research Analyst
Content Management & Collaboration

The G2 on Collaboration Technology

Marshall Lager - The G2 on Customer Experience

Marshall Lager

Senior Research Analyst
Retail & E-Commerce

The G2 on Customer Experience


The G2 on Brand Perception



How to Improve Brand Perception with Social Listening

Developments in artificial intelligence are making sentiment analysis an essential part of measuring and improving brand perception through social listening.

Read More

Influencer Marketing: Building Trust with Tech

As influencer marketing faces increasing scrutiny, what steps can brands take to ensure they’re building trust with their customers?

Read More

The G2 on the Digital Transformation of Brand Perception

Digital transformation is changing how consumers share their brand experiences. Learn how businesses are using tech to discover what customers are saying about them.

Read More


The G2 on Collaboration Technology



The Causes of Productivity Loss

Multiple factors are to blame for decreased productivity at work, but there are ways businesses can support their workforce to ensure employees are successful.

Read More

State of the Collaboration SaaS Market in China

Collaboration tools like instant messengers and cloud storage are receiving special attention in the Chinese SaaS market⁠—what does that market look like at the moment and why?

Read More

The G2 on Collaboration Technology: Multicultural Collaboration

Effectively "going global” requires cultural understanding that impacts both your employees and your international market. Learn how multicultural collaboration methods can help.

Read More


The G2 on Customer Experience



Why Customer Relationship Management (CRM) Is Still Relevant

Customer relationship management (CRM) is still going strong, both as a technology and as a concept. The need to know and follow up with customers from any place in the organization is more important than ever.

Read More

CX Tech: Artificial and Intelligent

Artificial intelligence (AI) has made tremendous inroads with businesses and consumers alike. Here’s the how and why of it.

Read More

The G2 on Customer Experience: CX Technology

Customer experience is about much more than customer enjoyment, and it's a much broader topic than any single technology can cover.

Read More
Courtney Moran - The G2 on Diversity

Courtney Moran

Senior Research Analyst
Human Resources Tech

The G2 on Diversity

Gabriel Gheorghiu - The G2 on Industry 4.0

Gabriel Gheorghiu

Research Principal
ERP & Commerce

The G2 on Industry 4.0

Emily Malis - The G2 on Martech

Emily Malis

Research Principal
Marketing & Digital Advertising

The G2 on Martech


The G2 on Diversity



The Impact of AI on Diversity Recruiting

How can companies improve diversity recruiting efforts when AI has issues and even tech companies cannot hit their goals?

Read More

The G2 on Diversity: Software’s Impact on Diversity

Diverse companies outperform their competitors. Learn more about software’s impact on diversity in this monthly series.

Read More

The G2 on Industry 4.0



The Pros and Cons of Different Automation Types

While full automation is several decades off, other types of automation are now more common in a variety of sectors, like manufacturing and supply chain sectors.

Read More

The G2 on Industry 4.0: Understanding Industrial Revolution on a Global Scale

Industrial revolutions changed the world in many ways, but Industry 4.0 is different. Learn how and why it matters.

Read More

The G2 on Martech



Supply Path Optimization & Its Impact on Programmatic Advertising

Supply path optimization (SPO) has seen continued improvements, pushing marketers to go straight to ad exchanges instead of demand side platforms (DSPs).

Read More

5G’s Disruption to Digital Marketing

The rise of 5G could alter and disrupt the digital marketing landscape, causing brands to think of new ways to interact throughout their customer’s experiences.

Read More

The G2 on Martech: Continued Growth of CDPs and How They Leverage AI

AI and machine learning are used to strengthen the capabilities of CDPs, including the enablement of automated data prep, enrichment, and segmentation.

Read More
Tricia Dempsey - The G2 on Office Tech

Tricia Dempsey

Research Analyst
Office & Design

The G2 on Office Tech

Lauren Fram - The G2 on Omnichannel Commerce

Lauren Fram

Research Analyst
Retail & E-Commerce

The G2 on Omnichannel Commerce

Michael Gigante

Michael Gigante

Research Analyst
CAD, PLM & Supply Chain

The G2 on Sustainable Design


The G2 on Office Tech



Top Design Tech Takeaways from Adobe Max Conference

The Adobe Max Conference was an insightful experience that highlighted the exciting future in store for the design industry.

Read More

A Look Into Subscription-Based Software Models

Subscription-based software models have proliferated across industries. In my October monthly column, I take a deeper dive into how this model impacts businesses.

Read More

The G2 on Omnichannel Commerce



How to Incorporate Omnichannel into Holiday Retail Strategy

The holidays have arrived, and it's the perfect time to stress test your retail strategy. These are the best ways to incorporate omnichannel into your holiday retail plans.

Read More

Building an Evolving Omnichannel Software Space on G2

Omnichannel retail is on the rise, but how does that translate to software? Here I discuss the struggle to create a comprehensive omnichannel software space.

Read More

The G2 on Sustainable Design



Building Energy Modeling: The Future of Sustainability

Building energy modeling (BEM) allows architects to simulate building energy use. Although it has been slow to adoption, BIM software integrations and a high ROI will boost adoption rates in the near future.

Read More

The G2 on Sustainable Design: An Introduction to BIM

Many architects are turning to Building Information Modeling (BIM) software to aid in the design and construction of sustainable urban structures.

Read More

All Applications Research Columns

Don’t fall behind.

Subscribe to the latest software news & updates from the expert analysts at G2.

By submitting this form, you are agreeing to receive marketing communications from G2.