Srividya Sridharan

Research Director serving Customer Insights PROFESSIONALS

Srividya (Sri) serves Customer Insights Professionals. She leads a team of analysts focusing on helping businesses collect, manage, analyze, and apply customer data to win, serve, and retain customers. Specifically, her team focuses on customer analytics, marketing technology, customer loyalty, and the role of privacy in marketing.

Previously, Sri was a senior analyst on the Customer Insights team, focusing on customer analytics best practices and technologies, services, and analytical applications that help firms convert customer data into meaningful insights. Sri continues to help marketing clients address their customer analytics needs, map out customer intelligence requirements and strategies, and navigate the analytics technology and services landscape.

Previous Work Experience

Sri has over eight years' experience in marketing and customer analytics, product management, marketing management, and business analysis both on the client and agency side. Most recently, she managed digital media measurement and analytics for multiple clients across verticals at Allen & Gerritsen, a Boston-based advertising agency. Previously, she worked at Cognizant, a global provider of information technology, consulting, and business process outsourcing services managing marketing communications programs. Prior to Cognizant, Sri worked at Sify Technologies — an India-based Internet service provider — managing the consumer broadband product portfolio including planning, executing, and measuring multichannel marketing campaigns.


Srividya holds an M.S. in integrated marketing communications with a specialization in customer and marketing analytics from Northwestern University, Chicago, and an MBA from India.

Srividya Sridharan's Research

  • For Customer Insights Professionals

    Report: TechRadar™: Customer Analytics Methods, Q1 2014

    Forrester has identified 15 key customer analytics methods that customer insights professionals must master. Customer insights professionals are faced with tough decisions about which combinatio...

    • Downloads: 447
  • For Application Development & Delivery Professionals

    Report: Build An Agile Customer Data Support Organization

    In a customer-centric world, designing, architecting, building, and deploying processes and applications based solely on business requirements no longer works. Leading organizations need to take...

    • Downloads: 240
    • Rating:
  • For Customer Insights Professionals

    Report: Five Emerging Methods Advance Customer Analytics

    The customer analytics environment is morphing from traditional practices that rely on internally sourced, static customer data to applying a predictive lens to externally sourced, dynamic strea...

    • Downloads: 565
  • For Customer Insights Professionals

    Report: Four Levels Of Effective Analytics Planning

    In order to systematically build customer analytics capabilities, customer insights professionals must develop a strategic plan that outlines where to focus efforts across six key dimensions: st...

    • Downloads: 498
  • For Customer Insights Professionals

    Report: It's Time To Raise The Bar With Analytics

    Customer analytics allows marketers to get smarter about customer behavior using advanced analytical and statistical methods. Although the science and math behind the analytics are key to succes...

    • Downloads: 562
    • Rating:
  • For Customer Insights Professionals

    Report: Deciphering A Fragmented Customer Analytics Ecosystem

    With the increased focus on data-driven marketing, few firms have the budgets, technology capabilities, or analytical skills to advance their analytics agendas internally, and they frequently tu...

    • Downloads: 2751
  • For Customer Insights Professionals

    Report: How Analytics Drives Customer Life-Cycle Management

    With the growing importance of customer intelligence (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of busine...

    • Downloads: 2281
    • Rating:
  • For Customer Insights Professionals

    Report: Use Customer Analytics To Get Personal

    Companies personalize products, offers, content, and communications for a variety of reasons — to treat customers uniquely, to make them feel special, and to encourage them to spend more. ...

    • Downloads: 1491
  • For Customer Insights Professionals

    Report: The State Of Customer Analytics 2012

    The customer data explosion shows no signs of abating. Companies need strong customer analytics capabilities to get a handle on customer data and make meaningful decisions based on analytical in...

    • Downloads: 1475
    • Rating:
  • For Customer Insights Professionals

    Report: The Forrester Wave™: Customer Analytics Solutions, Q4 2012

    In Forrester's 70-criteria evaluation of customer analytics vendors, we identified the six most significant software providers — Angoss Software, FICO, IBM, KXEN, Pitney Bowes, and SAS &md...

    • Downloads: 1129
    • Rating:
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