Adam Sarner is a research director at Gartner, responsible for global coverage on CRM, with a focus in marketing automation. This includes multichannel campaign management, lead management, marketing analytics, segmentation, loyalty marketing, online marketing, and social CRM strategy and technology. In addition, he is a member of the Customer-Centric Web team at Gartner, concentrating on customer experience and company/customer engagement over the Web. Mr. Sarner has defined and writes about the power of "Generation Virtual" — their growing use of anonymous online personas and their unstoppable influence on business and culture, online and off. Before covering marketing automation, Mr. Sarner covered the e-commerce market within CRM.