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 CMO Professionals

    Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

    Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

    • Downloads: 537
  • 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: 352
  • For Marketing Leadership Professionals

    Report:Adopt A Staged Approach For Successful Marketing Optimization

    Road Map: The Marketing Mix Optimization Playbook

    Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps in effectively allocating marketing budgets across an increasingly fragmented media and...

    • Downloads: 640
  • 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: 1180
  • For Customer Insights Professionals

    Report:Quick Take: Adobe Underscores Marketing Reinvention At Adobe Summit 2014

    Announcements Emphasize Partnerships And Innovation

    On March 25, 2014, at its annual digital marketing summit, Adobe very deliberately positioned its Marketing Cloud as a comprehensive platform for digital marketers, rather than a suite of...

    • Downloads: 125
  • 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: 234
  • For Marketing Leadership Professionals

    Report:Getting The Green Light For Marketing Mix Optimization

    Business Case: The Marketing Mix Optimization Playbook

    Marketers must update traditional media mix models to incorporate fast-emerging channels such as social and mobile. But, to make sure the marketing plans reflect the insights from more sophisticated...

    • Downloads: 576
  • For Marketing Leadership Professionals

    Report:2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

    • Downloads: 1115
  • 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: 503
  • 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: 987
  • For Marketing Leadership Professionals

    Report:Sharpen Your Mix In China With The Marketing RaDaR

    Chinese consumers are eagerly embracing new media channels such as social and mobile more and more in their daily lives. To effectively reach and engage with them, marketers have to manage and...

    • Downloads: 64
  • For Marketing Leadership Professionals

    Report:Build An Integrated Messaging Approach

    Road Map: The Email Marketing Playbook

    This report provides a road map for interactive marketers responsible for email marketing. It will help you unify your customer view, organize your teams by customer instead of by channel, and...

    • Downloads: 537
  • For Marketing Leadership Professionals

    Report:Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook

    On average, mobile now represents more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some countries,...

    • Downloads: 594
  • 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: 1081
  • For Marketing Leadership Professionals

    Report:Transition To Discovery Marketing

    Road Map: The Search Marketing Playbook

    Users are discovering brands across myriad types of media, while marketers still focus their acquisition efforts on search. To stay in the discovery path of their multichannel customers, search...

    • Downloads: 373
  • 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: 901
  • 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: 1278
  • 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: 374
  • 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: 935
  • 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: 750
  • 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: 27
  • 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: 419
  • For Customer Insights Professionals

    Report:CI Professionals: Plan For The Future Of Cross-Channel Marketing

    The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But...

    • Downloads: 1091
  • For Marketing Leadership Professionals

    Report:The Scientific Method Comes To Marketing

    Executive Overview: The Marketing Mix Optimization Playbook

    When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

    • Downloads: 738
  • 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: 68