Vikram Sehgal

VP, Research Director - Data serving Customer Insights PROFESSIONALS

Vikram leads the forecast team, which is responsible for producing all forecasts within M&S research. He is focused on the consumer commerce areas including retail, travel, and financial services. He is keenly involved in understanding the evolution of consumers' online behavior and technology adoption.

Previous Work Experience

Vikram came to Forrester Research through its acquisition of Jupiter Research, where he started in July 2000. Prior to Jupiter, Vikram worked at IRI, a leading market research company, where he worked closely with some of the leading CPG companies.

Vikram often appears on TV, radio, and comments in the press on the US online retail and travel industry. He has been quoted in The L.A. Times, Business Week, The New York Times, CNN Money, and American Banker. He has also appeared on CNBC, Bloomberg TV, and Radio, NPR, Fox Business News, and ABC.

Education

Vikram earned an M.B.A. from Virginia Tech and a B.Com from N.M College in Mumbai, India.

Research Coverage

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46 results in Reports

  • Integrated Marketing (Cross-Channel)
  • For Customer Insights Professionals

    Report:Quick Take: New Pricing From Adobe Campaign Will Disrupt Email Marketing

    Adobe Seeds Its Marketing Cloud With Email, Forces Other Vendors To Follow Suit

    On November 12, 2013, Adobe announced flat-rate, profile-based pricing for Adobe Campaign — its email and cross-channel campaign management product. This move dispenses with the volume-based...

    • Downloads: 223
  • For Marketing Leadership Professionals

    Report:Evaluate Your Marketing Optimization Readiness

    Assessment: The Marketing Mix Optimization Playbook

    To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

    • Downloads: 370
  • For Marketing Leadership Professionals

    Report:Adapting To Media Fragmentation In Europe

    The Impact Of Media Fragmentation Patterns On Communication Strategy

    Consumers across Europe are embracing new media platforms that change the way they consume content. This year's European Technographics® data shows a continuous growth in the amount of time...

    • Downloads: 397
  • For Marketing Leadership Professionals

    Report:Manage Your Marketing Mix Modeling Vendors

    Performance Management: The Marketing Mix Optimization Playbook

    Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

    • Downloads: 344
  • For Customer Insights Professionals

    Report:Embrace Cross-Channel Attribution As The New Marketing Measurement Standard

    Executive Overview: The Cross-Channel Attribution Playbook

    Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices,...

    • Downloads: 696
  • For CMO Professionals

    Report:Why Marketers Must Integrate TV And Video Strategies

    In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

    • Downloads: 867
  • For CMO Professionals

    Report:The CMO's Role In Technology Purchasing

    How CMOs Should Plan For Technology Investments

    It's no longer a question of whether technology plays a role in marketing; it's about what role the CMO needs to play in selecting the best solution to drive marketing and overall business success....

    • Downloads: 487
  • For Marketing Leadership Professionals

    Report:The New Messaging Mandate

    Vision: The Email Marketing Playbook

    This report lays out Forrester's vision of email marketing for interactive marketers: Integrate email into a multichannel conversation that includes a number of non-email communication vehicles. Why?...

    • Downloads: 1169
  • For Customer Insights Professionals

    Report:Forrester's Attribution ROI Calculator

    Cross-channel attribution measurement accurately allocates credit across different marketing tactics and media assets, resulting in quantifying the customer purchase path. This toolkit, part of...

    • Downloads: 23
  • For Marketing Leadership Professionals

    Report:Quick Take: AOL Acquires Convertro, Adding Attribution To Its Ad Tech Stack

    AOL Leapfrogs Competitors To Deliver Marketers' Holy Grail

    On May 6, 2014, AOL announced its acquisition of attribution vendor Convertro for a reported $101 million dollars. This move is in keeping with the company's ongoing commitment to investing in...

    • Downloads: 62
  • For Marketing Leadership Professionals

    Report:Solving The Cross-Platform Targeting Riddle

    Why Marketers Should Not Be Satisfied With Today's Mechanisms For Targeting Individuals Across Platforms — And What They Can Do About It

    As consumers increasingly embrace personal mobile technologies, the third-party cookie, the most prevalent desktop-based targeting mechanism, is showing its limits at identifying and addressing your...

    • Downloads: 486
  • For Application Development & Delivery Professionals

    Report:Market Overview: Digital Customer Experience Delivery Platforms

    A Range Of Software Vendors Tackle The Multichannel Experience Mandate

    Businesses need an array of software technology to support digital customer experiences, but they struggle to understand and leverage the tools necessary to create and manage unified, multichannel...

    • Downloads: 853
  • For Marketing Leadership Professionals

    Report:How To Integrate Email And Mobile Marketing

    Marketers should format emails for convenient mobile access. Do this by following Forrester's principles of convenience — create mobile emails that are immediate, simple, and contextually...

    • Downloads: 749
  • For Interactive Marketing Professionals

    Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    The Nine Providers That Matter Most And How They Stack Up

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

    • Downloads: 868
  • For Customer Insights Professionals

    Report:Measure The Impact Of Cross-Channel Attribution

    Business Case: The Cross-Channel Attribution Playbook

    Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution...

    • Downloads: 189
  • For Customer Insights Professionals

    Report:Take Lead-To-Revenue Management Beyond The Campaign

    Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer

    If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most...

    • Downloads: 74
  • For Marketing Leadership Professionals

    Report:The Forrester Wave™: Marketing Mix Modeling, Q3 2011

    MarketShare, Marketing Management Analytics, ThinkVine, And SymphonyIRI Are Leaders

    The marketing mix modeling market is undergoing a transformation as marketers increasingly demand that vendors provide solutions that are updated frequently, can easily aggregate data streams, can...

    • Downloads: 1271
  • For Customer Insights Professionals

    Report:Consumer Insights Professionals Must Demonstrate Attribution Success

    Performance Management: The Cross-Channel Attribution Playbook

    The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't through recalculating key performance indicators (KPIs) in a more accurate,...

    • Downloads: 347
  • For Marketing Leadership Professionals

    Report:Mix Art And Science For Marketing Success

    Vision: The Marketing Mix Optimization Playbook

    Marketers have access to more marketing channels than ever before — but most of them are struggling to cope with the increasing complexity of allocating budget effectively across channels and...

    • Downloads: 917
  • For Marketing Leadership Professionals

    Report:CMO Imperatives For 2012

    Use Technology To Move From Experimentation To Driving Results

    In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...

    • Downloads: 984
  • For CMO Professionals

    Report:Create A Connected Communications Plan For The Post-Digital Era

    Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this...

    • Downloads: 408
  • For Sales Enablement Professionals

    Report:Tech Channels Have A Long Way To Go Toward Adding Marketing Value

    Despite Vendor Efforts To Marketing-Enable Their Partners, Partners Still View Channels As Implementers, Not Influencers

    Is your channel marketing enablement program first-rate? Sorry to break it to you, but we have reason to believe it's not. Tech vendors are investing more than ever today to empower their channel as...

    • Downloads: 231
  • For Customer Insights Professionals

    Report:Pinpoint The Actions And Outcomes That Elevate Leads To Revenue

    Processes: The Lead-To-Revenue Playbook

    Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and...

    • Downloads: 467
  • For Marketing Leadership Professionals

    Report:The Always Addressable Customer

    Vision: The Mobile Marketing Playbook

    This report introduces Forrester's vision of mobile marketing for interactive marketing professionals: Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we...

    • Downloads: 1067
  • For Customer Insights Professionals

    Report:Customer Recognition: The CI Keystone

    Marketers frequently bypass opportunities to optimally address customers across channels. Why? They struggle to associate an individual or a customer segment with most interactions across their...

    • Downloads: 326