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  • Srividya Sridharan

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  • For Customer Insights Professionals

    Report

    Report How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook
    October 18, 2016 | 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...

  • For Customer Insights Professionals

    Report

    Report TechRadar™: Customer Analytics Methods, Q2 2016

    Road Map: The Customer Analytics Playbook

    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...

  • For Customer Insights Professionals

    Report

    Report Deciphering A Fragmented Customer Analytics Ecosystem

    February 24, 2016 | Srividya 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...

  • For B2C Marketing Professionals

    Report

    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

    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...

  • For Customer Insights Professionals

    Report

    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

    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...

  • For Customer Insights Professionals

    Report

    Report Brief: Don't Give Up On Customer Segmentation

    May 8, 2015 | Srividya Sridharan

    In the era of big data and hyper-personalization, is customer segmentation antiquated or more powerful than ever? That depends on your approach, but many customer insights (CI) pros continue to...

  • For Customer Insights Professionals

    Report

    Report Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing

    CI Pros Will Close The Gaps Between Data, Insights, And Action This Year
    November 10, 2014 | Srividya Sridharan, Mary Pilecki

    Customer insights (CI) professionals are in a unique position to help their firms make the journey toward customer obsession. Why? Because they enable their firms to close the gap between the...

  • For Customer Insights Professionals

    Report

    Report Quick Take: IBM-Twitter Partnership Narrows The Data To Insights Gap

    And In Turn Lures Business To The Cloud
    October 31, 2014 | Srividya Sridharan, Mike Gualtieri

    What happens in Vegas, stays in Vegas — unless you tweet about it. On October 29, IBM and Twitter announced a partnership to help enterprises get customer insights from the social giant's...

  • For Application Development & Delivery Professionals

    Report

    Report Instant Insight: The Truth About Advanced Analytics

    "Advanced Analytics" Is Not Just "Better Analytics"

    This report answers common questions that business technology professionals ask about the what, why, and how of advanced analytics. Don't make the mistake of thinking that "advanced analytics" is...

  • For Customer Insights Professionals

    Report

    Report TIAA-CREF Embarks On Analytics Governance

    June 2, 2014 | Srividya Sridharan

    The digital analytics team at financial services organization TIAA-CREF wanted to deliver strategic, forward-thinking insights to internal decision-makers. To enhance its influence on the business,...

  • For Customer Insights Professionals

    Report

    Report How To Innovate With Customer Analytics

    Establish A Phased Approach To Analytics Innovation With Ideation And Implementation
    May 9, 2014 | Srividya Sridharan

    Analytics innovation is neither fast nor easy. That's why some companies are buying their way to innovation to quickly ramp their analytics chops — an option not realistic for most marketers....

  • For Customer Insights Professionals

    Report

    Report Seven Advanced Analytics Must-Knows

    Use Advanced Analytics To Power Customer Engagement

    Don't make the mistake of thinking that "advanced analytics" is just "better analytics." It is a fundamentally different data-driven approach firms use to find new knowledge and insights about...

  • For Application Development & Delivery Professionals

    Report

    Report Build An Agile Customer Data Support Organization

    November 4, 2013 | Boris Evelson, Srividya Sridharan

    In a customer-centric world, designing, architecting, building, and deploying processes and applications based solely on business requirements no longer works. Leading organizations need to take an...

  • For Customer Insights Professionals

    Report

    Report Evolve Your Approach To Acquisition And Retention

    December 12, 2012 | Srividya Sridharan

    Marketers continue to emphasize acquisition and are willing to take the risk of acquiring customers with low long-term profitability. While retention efforts typically enjoy the spotlight in an...

  • For Customer Insights Professionals

    Report

    Report Customer Intelligence Needs A New Breed Of Marketing Scientist

    November 19, 2012 | Srividya Sridharan

    A mature customer intelligence (CI) function needs optimized data processes, cutting-edge technologies, and the right analytics talent. Analysts add value to CI with their data-mining and...

  • For Customer Insights Professionals

    Report

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

    How Six Vendors Stack Up In A Mature Yet Changing Market
    October 26, 2012 | Srividya 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...

  • For Customer Insights Professionals

    Report

    Report It's Time To Bridge The Audience Data Management Divide

    How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising
    May 15, 2012 | Srividya Sridharan

    Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience...

  • For Customer Insights Professionals

    Report

    Report Use Customer Analytics To Get Personal

    Analytically Driven Personalization Increases Retention And Return
    February 17, 2012 | Srividya 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....

  • For Customer Insights Professionals

    Report

    Report Five Ways That Personal Identity Management Changes Customer Analytics

    February 6, 2012 | Srividya Sridharan

    In the future, consumers will manage their data through a concept that Forrester calls personal identity management (PIDM). Customers' control over their data affects the analytics performed on...

  • For Customer Insights Professionals

    Report

    Report Demystifying Real-Time Intelligence

    September 27, 2011 | Srividya Sridharan

    The real-time buzzword is back. Marketers, vendors, and service providers use this term in a variety of scenarios to describe technologies, analytics, customer service, and processes. The hype...

  • For Customer Insights Professionals

    Report

    Report Customer Intelligence: Embrace DMPs To Enhance Your Digital Relevance

    Why Customer Intelligence Pros Must Collaborate With Interactive Marketers
    August 23, 2011 | Srividya Sridharan

    The emergence of data management platforms (DMPs) as a technology that serves the audience segmentation and targeting needs of interactive marketers has wide implications for Customer Intelligence...

  • For Customer Insights Professionals

    Report

    Report Segmentation: New Approaches To An Old Problem

    June 9, 2011 | Srividya Sridharan

    Customer segmentation has featured in the marketing tool kit for a long time as a means to understand customers and develop targeted communications. Customer Intelligence (CI) professionals use...

  • For Customer Insights Professionals

    Report

    Report Navigating The Customer Lifetime Value Conundrum

    A Decision-Making Framework For Lifetime Value Analysis
    June 3, 2011 | Srividya Sridharan

    Customer lifetime value (CLV), a forward-looking indicator of customer profitability, became common parlance as relationship marketing gained momentum. However, calculating CLV remains a...

  • For Customer Insights Professionals

    Report

    Report Improving Customer Segmentation

    Three Approaches For CI Professionals To Deliver Value
    February 28, 2011 | Srividya Sridharan

    Few customer segmentation models deliver on their promise. Some drive organizational strategy and profitability, while others live as glossy reports on the CMO's shelf. Segmentation that merely...