Srividya   Sridharan

Srividya Sridharan

VP, 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 advanced analytics, predictive analytics, customer analytics, business intelligence, and artificial intelligence.

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 10 years' experience in marketing and customer analytics, product management, marketing management, and business analysis on both the client and agency side. Prior to Forrester, 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.

Srividya Sridharan

VP, 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 advanced analytics, predictive analytics, customer analytics, business intelligence, and artificial intelligence.

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 10 years' experience in marketing and customer analytics, product management, marketing management, and business analysis on both the client and agency side. Prior to Forrester, 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.

Srividya Sridharan's Research

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook

    November 2, 2017 Brandon Purcell, Srividya Sridharan

    With the growing importance of customer insights in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business transformation. However, marketers predominantly enable measurement and analytics infrastructure to serve the needs of customer acquisition, with a limited view toward the entire customer life cycle. Forrester recommends that CI pros deploy various analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: TechRadar™: Customer Analytics Methods, Q2 2016

    April 5, 2016Srividya Sridharan, Brandon Purcell

    Forrester has identified 15 key customer analytics methods that customer insights (CI) professionals must master. CI professionals are faced with tough decisions about which combination of methods will have the biggest impact on marketing and customer experience goals. And new techniques continue to emerge as the complexity of customer data increases. This report uses Forrester's TechRadar™ methodology to identify and analyze the current and future prospects of a broad range of statistical methods and predictive analytics techniques. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: Deciphering A Fragmented Customer Analytics Ecosystem

    February 24, 2016Srividya Sridharan, Brandon Purcell

    With the increased focus on insights-driven marketing, few firms have the budgets, technology capabilities, or analytical skills to advance their analytics agendas internally, and they frequently turn to extended analytics ecosystems for guidance. Firms must navigate a complex vendor marketplace of analytics technology, software, and service providers. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. It outlines categories of customer analytics vendors and breaks down the capabilities of the players in this ecosystem. In this updated report, we revised vendor examples to reflect acquisitions and market shifts.

  • For B2C Marketing Professionals

    REPORT: TechRadar™: Marketing And Advertising Technology, Q1 2016

    The Top Technologies Marketers Need For Their BT Agenda

    February 11, 2016 Mary Pilecki, Luca S. Paderni, Srividya Sridharan

    Marketing technologies have changed dramatically in the last decade, with new solutions built to support the growing channels and touchpoints consumers are using to connect with brands across all stages of the customer life cycle. Marketing professionals of all stripes are charged with deriving actionable insights from the data collected across these touchpoints to improve the customer experience and ultimately company revenues. This report describes the most important technologies marketers need to succeed in the age of the customer.

  • For Customer Insights Professionals

    REPORT: Predictions 2016: Personal At Last For CI Professionals

    How CI Pros Will Crack The Contextual Code To Reach And Engage Individuals

    November 13, 2015 Shar VanBoskirk, Srividya Sridharan, Mary Pilecki

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate more and more mature contextual marketing efforts, which will change media buying, extend the role of marketing automation, and introduce new measurement practices. This brief highlights the 10 key changes customer insights (CI) pros should expect as a result in 2016.

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