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.

Education

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.

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25 results in Reports

  • Srividya Sridharan
  • For Customer Insights Professionals

    Report:Deciphering A Fragmented Customer Analytics Ecosystem

    Tools And Technology: The Customer Analytics Playbook

    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: 2931
  • For Customer Insights Professionals

    Report:How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook

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

    • Downloads: 2519
  • For Customer Insights Professionals

    Report:Turn Data Into Intelligence With Customer Analytics

    Executive Overview: The Customer Analytics Playbook

    Big data signals a step change in the availability of customer data and is providing firms with their biggest opportunity yet to understand their customers. The sheer scale and diversity of customer...

    • Downloads: 1123
  • For Customer Insights Professionals

    Report:Use Customer Analytics To Get Personal

    Analytically Driven Personalization Increases Retention And Return

    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. Firms...

    • Downloads: 1532
  • For Customer Insights Professionals

    Report:The State Of Customer Analytics 2012

    Benchmarks: The Customer Analytics Playbook

    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: 1518
  • For Customer Insights Professionals

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

    How Six Vendors Stack Up In A Mature Yet Changing Market

    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: 1191
  • For Customer Insights Professionals

    Report:Improving Customer Segmentation

    Three Approaches For CI Professionals To Deliver Value

    Few customer segmentation models deliver on their promise. Some drive organizational strategy and profitability, while others live as glossy reports on the CMO's shelf. Segmentation that merely...

    • Downloads: 1244
  • For Customer Insights Professionals

    Report:Segmentation: New Approaches To An Old Problem

    Customer segmentation has featured in the marketing tool kit for a long time as a means to understand customers and develop targeted communications. Customer Intelligence (CI) professionals use...

    • Downloads: 855
  • For Customer Insights Professionals

    Report:The Consumerization Of Customer Analytics

    Landscape: The Customer Analytics Playbook

    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: 693
  • For Customer Insights Professionals

    Report:Five Emerging Methods Advance Customer Analytics

    Continuous Improvement: The Customer Analytics Playbook

    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 streams of...

    • Downloads: 661
  • For Customer Insights Professionals

    Report:Customer Intelligence Needs A New Breed Of Marketing Scientist

    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: 822
  • For Customer Insights Professionals

    Report:TechRadar™: Customer Analytics Methods, Q1 2014

    Road Map: The Customer Analytics Playbook

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

    • Downloads: 678
  • For Customer Insights Professionals

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

    Assessment: The Customer Analytics Playbook

    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 success,...

    • Downloads: 629
  • For Customer Insights Professionals

    Report:Navigating The Customer Lifetime Value Conundrum

    A Decision-Making Framework For Lifetime Value Analysis

    Customer lifetime value (CLV), a forward-looking indicator of customer profitability, became common parlance as relationship marketing gained momentum. However, calculating CLV remains a significant...

    • Downloads: 752
  • For Customer Insights Professionals

    Report:Evolve Your Approach To Acquisition And Retention

    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: 697
  • For Customer Insights Professionals

    Report:Demystifying Real-Time Intelligence

    The real-time buzzword is back. Marketers, vendors, and service providers use this term in a variety of scenarios to describe technologies, analytics, customer service, and processes. The hype around...

    • Downloads: 676
  • For Customer Insights Professionals

    Report:It's Time To Bridge The Audience Data Management Divide

    How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising

    Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience...

    • Downloads: 652
  • For Customer Insights Professionals

    Report:Four Levels Of Effective Analytics Planning

    Strategic Plan: The Customer Analytics Playbook

    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:...

    • Downloads: 558
  • For Customer Insights Professionals

    Report:Seven Advanced Analytics Must-Knows

    Use Advanced Analytics To Power Customer Engagement

    Don't make the mistake of thinking that "advanced analytics" is just "better analytics." It is a fundamentally different data-driven approach firms use to find new knowledge and insights about...

    • Downloads: 503
  • For Customer Insights Professionals

    Report:Customer Intelligence: Embrace DMPs To Enhance Your Digital Relevance

    Why Customer Intelligence Pros Must Collaborate With Interactive Marketers

    The emergence of data management platforms (DMPs) as a technology that serves the audience segmentation and targeting needs of interactive marketers has wide implications for Customer Intelligence...

    • Downloads: 553
  • For Customer Insights Professionals

    Report:How To Innovate With Customer Analytics

    Processes: The Customer Analytics Playbook

    Analytics innovation is neither fast nor easy. That's why some companies are buying their way to innovation to quickly ramp their analytics chops — an option not realistic for most marketers....

    • Downloads: 315
  • For Customer Insights Professionals

    Report:Five Ways That Personal Identity Management Changes Customer Analytics

    In the future, consumers will manage their data through a concept that Forrester calls personal identity management (PIDM). Customers' control over their data affects the analytics performed on that...

    • Downloads: 356
  • For Application Development & Delivery Professionals

    Report:Instant Insight: The Truth About Advanced Analytics

    "Advanced Analytics" Is Not Just "Better Analytics"

    This report answers common questions that business technology professionals ask about the what, why, and how of advanced analytics. Don't make the mistake of thinking that "advanced analytics" is...

    • Downloads: 267
  • 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 an...

    • Downloads: 285
  • For Customer Insights Professionals

    Report:TIAA-CREF Embarks On Analytics Governance

    Performance Management: The Customer Analytics Playbook

    The digital analytics team at financial services organization TIAA-CREF wanted to deliver strategic, forward-thinking insights to internal decision-makers. To enhance its influence on the business,...

    • Downloads: 69