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.

Research Coverage

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48 results in Reports

  • Integrated Marketing (Cross-Channel)
  • For Marketing Leadership 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: 82
  • For Marketing Leadership 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: 119
  • For Marketing Leadership Professionals

    Report:Build The Case For Content Marketing On Efficiency, Differentiation, And Granular Metrics

    Business Case: The Content Marketing Playbook

    Content marketing doesn't exist in most CFOs' lexicons. This is because budgets for content marketing at many business-to-business (B2B) and business-to-consumer (B2C) companies simply do not exist;...

    • Downloads: 262
  • For Customer Insights Professionals

    Report:Innovate To Become Attribution Masters

    Continuous Improvement: The Cross-Channel Attribution Playbook

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

    • Downloads: 180
  • For Customer Insights Professionals

    Report:Use Cross-Channel Attribution To Understand Marketing Effectiveness

    Vision: The Cross-Channel Attribution Playbook

    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: 876
  • For Customer Insights Professionals

    Report:The Forrester Wave™: Cross-Channel Attribution Providers, Q4 2014

    Tools And Technology: The Cross-Channel Attribution Playbook

    In Forrester's 56-criteria evaluation of cross-channel attribution vendors, we identified the eight most significant cross-channel attribution providers with advanced algorithmic-based models —...

    • Downloads: 396
  • For Marketing Leadership 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: 87
  • For Customer Insights Professionals

    Report:Measure The Impact Of Cross-Channel Attribution

    Business Case: The Cross-Channel Attribution Playbook

    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: 300
  • For Marketing Leadership Professionals

    Report:Western European Social Media Marketing Forecast, 2012 To 2017

    Growth Slows But Remains Strong Despite Legislative Uncertainty

    Social media marketing spending in the European Union (EU) will rise over the next five years, boosted by increasing numbers of addressable devices; consumers' willingness to use them; continued...

    • Downloads: 340
  • For Marketing Leadership Professionals

    Report:Evaluate Your Marketing Optimization Readiness

    Assessment: The Marketing Mix Optimization Playbook

    Marketers today face increasing customer power, rapid change in media consumption, and ever-greater pressure for marketing to be accountable for business impact. To respond to these new demands,...

    • Downloads: 482
  • For Customer Insights Professionals

    Report:Mastering New Marketing Automation Approaches

    The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't keep up...

    • Downloads: 779
  • For CMO Professionals

    Report:Direct Your 2015 B2B Budget Gains Toward Creating Exceptional Customer Experiences

    For this report, Forrester and Direct Marketing News (DMN) jointly surveyed a new crop of 132 business-to-business (B2B) marketing executives about their 2015 budget plans and expectations. The...

    • Downloads: 143
  • For Sales Enablement Professionals

    Report:Tech Channels Have A Long Way To Go Toward Adding Marketing Value

    Despite Vendor Efforts To Marketing-Enable Their Partners, Partners Still View Channels As Implementers, Not Influencers

    Is your channel marketing enablement program first-rate? Sorry to break it to you, but we have reason to believe it's not. Tech vendors are investing more than ever today to empower their channel as...

    • Downloads: 238
  • For Marketing Leadership Professionals

    Report:Organize To Support Integrated Messaging

    Organization: The Email Marketing Playbook

    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: 198
  • For Customer Insights Professionals

    Report:Adopt The Right Marketing Metrics To Measure Success

    Performance Management: The Cross-Channel Attribution Playbook

    The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't — by recalculating key performance indicators (KPIs) in a more accurate,...

    • Downloads: 438
  • For Interactive Marketing Professionals

    Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

    The Nine Providers That Matter Most And How They Stack Up

    Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

    • Downloads: 1014
  • For Customer Insights Professionals

    Report:Quick Take: Adobe Underscores Marketing Reinvention At Adobe Summit 2014

    Announcements Emphasize Partnerships And Innovation

    On March 25, 2014, at its annual digital marketing summit, Adobe very deliberately positioned its Marketing Cloud as a comprehensive platform for digital marketers, rather than a suite of...

    • Downloads: 158
  • For Marketing Leadership 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: 534
  • For Marketing Leadership Professionals

    Report:Sharpen Your Mix In China With The Marketing RaDaR

    Chinese consumers are eagerly embracing new media channels such as social and mobile more and more in their daily lives. To effectively reach and engage with them, marketers have to manage and...

    • Downloads: 97
  • For Marketing Leadership Professionals

    Report:Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

    • Downloads: 2098
  • For Marketing Leadership Professionals

    Report:The Always Addressable Customer

    Embrace Addressability To Engage Your Ultra-Connected Audience

    Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we entered the era of pervasive interactivity, in which more people access the Internet more frequently from...

    • Downloads: 1122
  • For Marketing Leadership Professionals

    Report:2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

    • Downloads: 1146
  • For Marketing Leadership Professionals

    Report:Manage Your Marketing Mix Modeling Vendors

    Performance Management: The Marketing Mix Optimization Playbook

    In the age of the customer, powerful analytical tools, the wealth of media consumption data, a more granular understanding of consumer behavior, and sales data enable marketing leaders to understand...

    • Downloads: 436
  • For Marketing Leadership 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: 838
  • For Marketing Leadership Professionals

    Report:The Scientific Method Comes To Marketing

    Executive Overview: The Marketing Mix Optimization Playbook

    When making their investment decisions across the marketing mix, marketing leaders face the constant challenge of coping with the proliferation of communication and engagement platforms, more elusive...

    • Downloads: 889