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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43 results in Reports

  • Integrated Marketing (Cross-Channel)
  • For Marketing Leadership Professionals

    Report:Balance User Needs With Business Goals

    Strategic Plan: The Email Marketing Playbook

    This report articulates a strategic plan for how interactive marketers can improve their email programs today and create humanized, integrated messages in the future. We recommend marketers build...

    • Downloads: 375
  • 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: 390
  • For Marketing Leadership Professionals

    Report:Marketing To Millennials: The Next Generation Of Purchasing Power

    Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively

    As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...

    • Downloads: 1163
  • 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: 524
    • Rating:
  • 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: 309
    • Rating:
  • For Marketing Leadership Professionals

    Report:Western European Social Media Marketing Forecast, 2012 To 2017

    Growth Slows But Remains Strong Despite Legislative Uncertainty

    Social media marketing spending in the European Union (EU) will rise over the next five years, boosted by increasing numbers of addressable devices; consumers' willingness to use them; continued...

    • Downloads: 296
  • For Marketing Leadership Professionals

    Report:Agencies Deliver Strategic Mobile Display Expertise

    The explosive growth of smartphones has created an opportunity for mobile display that marketers are beginning to realize. But confusion in the vendor landscape has led marketers to go straight to...

    • Downloads: 558
  • 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: 980
    • Rating:
  • 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: 1067
    • Rating:
  • 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: 334
  • For Marketing Leadership Professionals

    Report:Best Practices For Display Marketing

    Processes: The Digital Media Buying Playbook

    As more and more interactive marketers buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build...

    • Downloads: 506
    • Rating:
  • 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: 738
  • 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: 315
  • 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: 341
    • Rating:
  • For Marketing Leadership Professionals

    Report:Graduate From Email To Integrated Messaging

    Executive Overview: The Email Marketing Playbook

    The rules for how to best message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

    • Downloads: 641
    • Rating:
  • For Customer Insights Professionals

    Report:CI Teams: Blocking And Tackling Is Not Enough

    Integrating Customer Data Is Vital, But It's Not The End Goal

    We recently surveyed 137 Customer Intelligence (CI) professionals about their use of analytical applications and priorities. Users are investing in solutions that transform insight into action, but a...

    • Downloads: 337
  • 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: 776
    • Rating:
  • 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: 1145
  • 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: 301
    • Rating:
  • 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: 1036
  • For Marketing Leadership Professionals

    Report:Marketing Mix Modeling Landscape Overview

    The fragmented media landscape makes accurate attribution of successful marketing efforts increasingly difficult. As a result, marketing leaders are under greater pressure than ever to bring...

    • Downloads: 1264
    • Rating:
  • For Marketing Leadership Professionals

    Report:Scale Success with Programmatic Multichannel Media Buying

    Continuous Improvement: The Digital Media Buying Playbook

    This report of the digital media buying playbook will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic...

    • Downloads: 624
  • For Customer Insights Professionals

    Report:Mastering New Marketing Automation Approaches

    Tools And Technology: The Cross-Channel Campaign Management Playbook

    The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't keep up...

    • Downloads: 711
    • Rating:
  • For Customer Insights Professionals

    Report:Cross-Channel Attribution Puts The Science In Marketing Measurement

    Executive Overview: The Cross-Channel Attribution Playbook

    Traditional campaign measurement focuses on simple, one-sided metrics, often giving credit to the last interaction an organization had with a customer and delivering an incomplete view of marketing...

    • Downloads: 544
    • Rating:
  • 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: 517
    • Rating: