Srividya Sridharan

VP, Research Director Serving Customer Insights Professionals

Read Srividya's blog posts

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.

Print Bio

Srividya Sridharan

VP, Research Director Serving Customer Insights Professionals

Read Srividya's blog posts

Previous Work Experience

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.

Research Coverage

Srividya Sridharan's Research

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For CMO Professionals

REPORT: Seven Steps To Kick Off A Customer-Obsessed Insights Program

Beginner Level: Insights Practices For Marketing Innovation

December 17, 2019Srividya Sridharan, Allison Snow

There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become customer led, fast, connected, and insights driven. Insights mastery is inextricably linked to customer obsession because insights-driven firms win, serve, and retain customers better than their competition. This report describes how CMOs can establish and leverage an insights program to power marketing insights. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We're now updating it with new Forrester Analytics data.
For CIO Professionals

REPORT: Build An Insights-Driven Business

The Executive Overview Of The Insights-Driven Business Playbook

December 10, 2019Srividya Sridharan, Gene Leganza

In today's hypercompetitive business environment, harnessing and applying data and analytics at every opportunity to differentiate your products and customer experiences is fast becoming a prerequisite for success. But setting up the technology foundation, restructuring teams, evolving processes, and transforming cultural norms to become an insights-driven business isn't easy. This report for executives leading data, analytics, and insights initiatives provides an overview of Forrester's framework for how to complete this journey successfully: the insights-driven business playbook. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.
For CIO Professionals

REPORT: Predictions 2020: Artificial Intelligence

It's Time To Turn The Artificial Into Reality (Checks)

October 30, 2019Srividya Sridharan, Mike Gualtieri, J. P. Gownder, Craig Le Clair, Ian Jacobs, Andrew Hogan

The urgency to reap the benefits of AI is real. As is the opportunity. Companies are seeking tangible value via cost savings, revenue growth, new products, or customer experiences. But there is no silver bullet solution, nor foolproof playbook, for AI-led transformation. 2020 will be the year when companies become laser-focused on AI value, accelerate adoption, learn through mistakes, overcome data issues, and embrace new talent realities. CIOs and other C-suite executives: Read these five predictions to understand what to expect next year in your AI journey.
For Customer Insights Professionals

REPORT: Here's What You Missed At Forrester's 2018 Data Strategy & Insights Forum

The Best Advice From Data And Insights Leaders On How To Build An Insights-Driven Business

March 20, 2019Srividya Sridharan, Gene Leganza, Emily Miller, Elizabeth Cullen

Being a data, analytics, and insights leader is not an easy job. Forrester's inaugural Data Strategy & Insights Forum brought business and technology leaders together to share best practices and the lessons learned along their data journeys to drive business transformation. This brief provides a snapshot of the event's highlights and takeaways.
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 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 CIO Professionals

REPORT: Build An Insights-Driven Business

The Executive Overview Of The Insights-Driven Business Playbook

December 10, 2019Srividya Sridharan, Gene Leganza

In today's hypercompetitive business environment, harnessing and applying data and analytics at every opportunity to differentiate your products and customer experiences is fast becoming a prerequisite for success. But setting up the technology foundation, restructuring teams, evolving processes, and transforming cultural norms to become an insights-driven business isn't easy. This report for executives leading data, analytics, and insights initiatives provides an overview of Forrester's framework for how to complete this journey successfully: the insights-driven business playbook. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.
For Customer Insights Professionals

REPORT: The Forrester Wave™: Customer Analytics Solutions, Q4 2012

How Six Vendors Stack Up In A Mature Yet Changing Market

October 26, 2012Srividya Sridharan

In Forrester's 70-criteria evaluation of customer analytics vendors, we identified the six most significant software providers — Angoss Software, FICO, IBM, KXEN, Pitney Bowes, and SAS — in the category and researched, analyzed, and scored them. This evaluation details our findings about how well each vendor fulfills our criteria and where the vendors stand in relation to each other and will help customer intelligence (CI) professionals select the right partner for their customer analytics needs.
For Customer Insights Professionals

REPORT: Use Customer Analytics To Get Personal

Analytically Driven Personalization Increases Retention And Return

February 17, 2012Srividya Sridharan

Companies personalize products, offers, content, and communications for a variety of reasons — to treat customers uniquely, to make them feel special, and to encourage them to spend more. Firms rely on various analytical methods, including recommendation engines, business rules, and collaborative filtering, to make personalization work across inbound and outbound customer interactions. This report highlights how customer analytics should serve as the foundation for personalization efforts across channels.