Forrester

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.

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.

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.