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Srividya Sridharan

Analyst serving Customer Insights PROFESSIONALS

Srividya (Sri) serves Customer Insights Professionals, focusing on customer analytics. Her research agenda focuses on customer analytics best practices and technologies, services, and analytical applications that convert customer data into meaningful insights such as customer segmentation, customer value management, and customer life-cycle applications of analytics. Sri helps 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 six 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.


Education

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

Research Coverage:

Business Intelligence, Customer Analytics, Customer Intelligence Strategy and Process, Data Management, Database Marketing, Direct Marketing, Information Management, Predictive Analytics

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8 results in Reports

  • Srividya Sridharan
  • Past 12 months

  • For Customer Insights Professionals

    Report:The Consumerization Of Customer Analytics

    Landscape: The Customer Analytics Playbook

    Srividya SridharanApril 22, 2013

    The analytics conversation is now front and center for marketers, thanks to the real estate that big data enjoys in mainstream media. As a result of this buzz, customer analytics practitioners who...

    • Downloads: 288

  • For Customer Insights Professionals

    Report:Evolve Your Approach To Acquisition And Retention

    Processes: The Customer Analytics Playbook

    Srividya SridharanDecember 12, 2012

    Marketers continue to emphasize acquisition and are willing to take the risk of acquiring customers with low long-term profitability. While retention efforts typically enjoy the spotlight in an...

    • Downloads: 391

  • For Customer Insights Professionals

    Report:Deciphering A Fragmented Customer Analytics Ecosystem

    Tools And Technology: The Customer Analytics Playbook

    Srividya SridharanNovember 30, 2012

    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 turn to...

    • Downloads: 2424

  • For Customer Insights Professionals

    Report:Customer Intelligence Needs A New Breed Of Marketing Scientist

    Organization: The Customer Analytics Playbook

    Srividya SridharanNovember 19, 2012

    A mature customer intelligence (CI) function needs optimized data processes, cutting-edge technologies, and the right analytics talent. Analysts add value to CI with their data-mining and...

    • Downloads: 595
    • Rating:

  • For Customer Insights Professionals

    Report:How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook

    Srividya SridharanNovember 19, 2012

    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 business...

    • Downloads: 1919
    • Rating:

  • For Customer Insights Professionals

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

    How Six Vendors Stack Up In A Mature Yet Changing Market

    Srividya SridharanOctober 26, 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 —...

    • Downloads: 832
    • Rating:

  • For Customer Insights Professionals

    Report:The State Of Customer Analytics 2012

    Benchmarks: The Customer Analytics Playbook

    Srividya SridharanAugust 8, 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...

    • Downloads: 1161
    • Rating:

  • For Customer Insights Professionals

    Report:Assessing Your Customer Intelligence Quotient

    Srividya SridharanJuly 31, 2012

    Forrester posits a customer intelligence (CI) quotient with three levels of maturity: functional intelligence, marketing intelligence, and strategic intelligence. At the highest maturity level, the...

    • Downloads: 614
 
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