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.


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

  • For Customer Insights Professionals

    Report: How Analytics Drives Customer Life-Cycle Management

    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 transf...

  • For Customer Insights Professionals

    Report: Deciphering A Fragmented Customer Analytics Ecosystem

    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 frequentl...

  • For Customer Insights Professionals

    Report: TechRadar™: Customer Analytics Methods, Q2 2016

    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 metho...

  • For Customer Insights Professionals

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

    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 ...

  • For Customer Insights Professionals

    Report: Use Customer Analytics To Get Personal

    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. ...

View all of Srividya Sridharan's Research

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