Srividya Sridharan

VP, Research Director Serving Customer Insights Professionals

Srividya (Sri) is a vice president and research director in Forrester’s business insights research team and leads a team of analysts focused on artificial intelligence (AI), machine learning, advanced analytics, data science, business intelligence, text analytics, predictive analytics, and customer analytics and insights. Her team helps senior data and analytics leaders maximize the value of enterprise data to drive business outcomes. Sri also leads the research planning and strategy for AI research across teams at Forrester.

Previously, Sri was a senior analyst on the customer insights research team, focused on customer analytics best practices and technologies, services, and analytical applications that help firms convert customer data into meaningful insights. Sri continues to help clients address their customer analytics needs, advance their AI and analytics initiatives, and navigate the analytics technology and services landscape.

Previous Work Experience

Sri has over 15 years' experience in analytics, product management, marketing measurement, 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 digital advertising agency. Previously, she worked at Cognizant, a global provider of information technology, consulting, and services managing marketing communications programs and presales support initiatives. 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

Sri holds an MS in integrated marketing communications with a specialization in customer and marketing analytics from Northwestern University (Chicago) and an MBA from India.

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Srividya Sridharan

VP, Research Director Serving Customer Insights Professionals

Read Read Srividya's blog posts

Previous Work Experience

Education

Sri holds an MS 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 CIO Professionals

REPORT: Build An Insights-Driven Business

The Executive Overview Of The Insights-Driven Business Playbook

December 9, 2020Srividya Sridharan, Gene Leganza

In a hypercompetitive business environment and the post-pandemic world, applying data and analytics at every chance to differentiate products and customer experiences is a prerequisite for success. But setting up the technology foundation, restructuring teams, evolving processes, and transforming cultural norms to become insights driven 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, most recently to incorporate new data.
For CIO Professionals

REPORT: Research Overview: Artificial Intelligence

A Guide To Navigating Our AI Technology Research Portfolio

May 20, 2020Srividya Sridharan

Many AI technologies can help enterprises engage customers, augment employees' intelligence, and operate efficiently. This overview for CIOs provides a collection of and guide to Forrester's most recent AI technology research; it focuses on market overviews (New Tech and Now Tech reports), vendor evaluations (Forrester Wave™ and Forrester New Wave™ reports), and Tech Tide™ reports. Forrester will update this overview periodically to reflect our most recent AI technology research.
For CIO Professionals

REPORT: Organizational Intangibles Will Make Or Break Your Data And Analytics Practice

Vision: The Insights-Driven Business Playbook

February 28, 2020 Brandon Purcell, Srividya Sridharan, Gene Leganza

Wondering why your insights-driven transformation is not taking off despite the right investments in technology? You're not focusing enough on the intangibles that drive this transformation forward: leadership, people, culture, and process. These intangibles will make or break how well your data strategy and analytics efforts succeed. This report for senior data and analytics leaders highlights one core intangible: establishing and maintaining trust as a data and analytics leader to truly operationalize insights-driven principles.
For CIO Professionals

REPORT: Research Overview: Data, Analytics, And Insights

Beginner Level: Technology Practices For Insights-Driven Businesses

January 27, 2020Srividya Sridharan, Gene Leganza

There are many data, analytics, and insights technologies that help enterprises unlock the value of their internal and external data. This research overview for business insights professionals provides a guide to and collection of Forrester's research on data, analytics, and insights, including market overviews (New Tech and Now Tech reports), vendor evaluations (Forrester Wave™ and Forrester New Wave™ reports), and Tech Tide™ reports.
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 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 CIO Professionals

REPORT: Build An Insights-Driven Business

The Executive Overview Of The Insights-Driven Business Playbook

December 9, 2020Srividya Sridharan, Gene Leganza

In a hypercompetitive business environment and the post-pandemic world, applying data and analytics at every chance to differentiate products and customer experiences is a prerequisite for success. But setting up the technology foundation, restructuring teams, evolving processes, and transforming cultural norms to become insights driven 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, most recently to incorporate new data.
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: 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: 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.