Vikram Sehgal

VP, Research Director - Data serving Customer Insights PROFESSIONALS

Vikram leads the forecast team, which is responsible for producing all forecasts within M&S research. He is focused on the consumer commerce areas including retail, travel, and financial services. He is keenly involved in understanding the evolution of consumers' online behavior and technology adoption.

Previous Work Experience

Vikram came to Forrester Research through its acquisition of Jupiter Research, where he started in July 2000. Prior to Jupiter, Vikram worked at IRI, a leading market research company, where he worked closely with some of the leading CPG companies.

Vikram often appears on TV, radio, and comments in the press on the US online retail and travel industry. He has been quoted in The L.A. Times, Business Week, The New York Times, CNN Money, and American Banker. He has also appeared on CNBC, Bloomberg TV, and Radio, NPR, Fox Business News, and ABC.

Education

Vikram earned an M.B.A. from Virginia Tech and a B.Com from N.M College in Mumbai, India.

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43 results in Reports

  • Integrated Marketing (Cross-Channel)
  • For Customer Insights Professionals

    Report:Innovate To Become Attribution Masters

    Cross-channel attribution advances traditional marketing performance measurement approaches by connecting and accurately measuring different interaction points across marketing tactics, channels, and...

    • Downloads: 255
  • For B2C Marketing Professionals

    Report:Organize To Support Integrated Messaging

    How To Build A Customer-Obsessed Email Team

    The future of email is integration with other marketing channels. But most email organizations today are too small and too operationally focused to be prepared for customer-focused integrated...

    • Downloads: 265
  • For B2C Marketing Professionals

    Report:The Future Of Email Hinges On Context

    Executive Overview: The Email Marketing Playbook

    The rules for how best to message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

    • Downloads: 1010
  • For Customer Insights Professionals

    Report:Brief: Three Reasons To Consider Alternatives For Cross-Channel Campaign Management

    Many Vendors Offer Compelling CCCM Options

    The cross-channel campaign management (CCCM) market is diverse and continues to attract innovation and specialization. "The Forrester Wave: Cross-Channel Campaign Management, Q3 2014" features an...

    • Downloads: 303
  • For B2C Marketing Professionals

    Report:Bridging The Cross-Device Chasm

    How Marketers Can Bridge The Cross-Device Gap To Better Win, Serve, And Retain Customers

    Today's B2C marketers' challenge is to reach always-addressable customers across multiple screens effectively. While a multitude of tools present cross-device targeting and measurement as table...

    • Downloads: 176
  • For Customer Insights Professionals

    Report:Use Cross-Channel Attribution To Understand Marketing Effectiveness

    Today's customers interact with brands via a wide variety of touchpoints across different stages of the life cycle. But most customer insights (CI) professionals measure campaign success using...

    • Downloads: 1082
  • For B2C Marketing Professionals

    Report:Embrace The New Marketing Performance Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook

    Marketing measurement has evolved beyond last-touch credit. More and more B2C marketers understand that assigning marketing credit must reflect the dynamic purchase path. And they're embracing...

    • Downloads: 1282
  • For B2C Marketing Professionals

    Report:Context Enriches Email Marketing

    Continuous Improvement: The Email Marketing Playbook

    Shifting email marketing efforts to support customer context need not be a complete departure from marketing leaders' existing email best practices. In fact, just expanding your current use of...

    • Downloads: 206
  • For Customer Insights Professionals

    Report:Forrester's Attribution ROI Calculator

    Cross-channel attribution measurement accurately allocates credit across different marketing tactics and media assets, resulting in quantifying the customer purchase path. This toolkit, part of...

    • Downloads: 42
  • For B2C Marketing Professionals

    Report:Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of omnichannel...

    • Downloads: 845
  • For B2C Marketing Professionals

    Report:Getting The Green Light For Marketing Mix Optimization

    Consumers, empowered by technology, increasingly rely on digital sources of information to make better-informed purchase decisions. Marketing leaders need to gain insights into the touchpoints that...

    • Downloads: 765
  • For B2C Marketing Professionals

    Report:Quick Take: AOL Acquires Convertro, Adding Attribution To Its Ad Tech Stack

    AOL Leapfrogs Competitors To Deliver Marketers' Holy Grail

    On May 6, 2014, AOL announced its acquisition of attribution vendor Convertro for a reported $101 million dollars. This move is in keeping with the company's ongoing commitment to investing in...

    • Downloads: 113
  • For Customer Insights Professionals

    Report:Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

    • Downloads: 670
  • For B2C Marketing Professionals

    Report:Adopt A Staged Approach For Successful Marketing Optimization

    Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps tame the flood of data from an increasingly fragmented media and marketing landscape,...

    • Downloads: 828
  • For Customer Insights Professionals

    Report:Customer Recognition: The CI Keystone

    Marketers frequently bypass opportunities to optimally address customers across channels. Why? They struggle to associate an individual or a customer segment with most interactions across their...

    • Downloads: 400
  • For B2C Marketing Professionals

    Report:The Time Is Right For Email Innovation

    Road Map: The Email Marketing Playbook

    There's no doubt about it: Contextual marketing will reorient the role that email plays in your digital marketing toolkit. But marketing leaders need not abandon existing email campaigns in the name...

    • Downloads: 348
  • For B2C Marketing Professionals

    Report:Planning That Successfully Mixes Art And Science

    Marketing is no longer about delivering a single consistent message in a linear media world. To stay in tune with consumers throughout their life cycle and know how best to allocate marketing budgets...

    • Downloads: 1280
  • For Customer Insights Professionals

    Report:Measure The Impact Of Cross-Channel Attribution

    Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution...

    • Downloads: 393
  • For Customer Insights Professionals

    Report:Quick Take: New Pricing From Adobe Campaign Will Disrupt Email Marketing

    Adobe Seeds Its Marketing Cloud With Email, Forces Other Vendors To Follow Suit

    On November 12, 2013, Adobe announced flat-rate, profile-based pricing for Adobe Campaign — its email and cross-channel campaign management product. This move dispenses with the volume-based...

    • Downloads: 273
  • For B2C Marketing Professionals

    Report:Drive Effective Mobile Marketing In China

    Marketers in China are facing the most promising yet most complex mobile market in the world. Chinese mobile consumers appear to be highly tech savvy, but can't always be reached on-the-go. Despite...

    • Downloads: 165
  • For CMO Professionals

    Report:Create A Connected Communications Plan For The Post-Digital Era

    Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this...

    • Downloads: 524
  • For Customer Insights Professionals

    Report:Fuel High-Performance Marketing With Modern Measurement Mechanics

    Processes: The Marketing Measurement And Insights Playbook

    Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester...

    • Downloads: 721
  • For B2B Marketing Professionals

    Report:Take Lead-To-Revenue Management Beyond The Campaign

    Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer

    If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most...

    • Downloads: 308
  • For B2C Marketing Professionals

    Report:Solving The Cross-Platform Targeting Riddle

    Why Marketers Should Not Be Satisfied With Today's Mechanisms For Targeting Individuals Across Platforms — And What They Can Do About It

    As consumers increasingly embrace personal mobile technologies, the third-party cookie, the most prevalent desktop-based targeting mechanism, is showing its limits at identifying and addressing your...

    • Downloads: 565
  • For CMO Professionals

    Report:The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

    Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it bases on...

    • Downloads: 2078