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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  • Integrated Marketing (Cross-Channel)
  • 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: 896
  • For Customer Insights Professionals

    Report:CI Professionals: Plan For The Future Of Cross-Channel Marketing

    The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But...

    • Downloads: 1120
  • For B2C Marketing Professionals

    Report:Adopt A Staged Approach For Successful Marketing Optimization

    Road Map: The Marketing Mix Optimization Playbook

    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: 789
  • For B2C Marketing 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: 223
  • For Customer Insights Professionals

    Report:Plan Customer-Centric Enterprise Marketing Technology Requirements

    Assessment: The Enterprise Marketing Technology Playbook For 2015

    Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. Yet customer insights (CI) professionals tasked with defining marketing technology...

    • Downloads: 686
  • 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: 488
  • For B2C Marketing 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: 1142
  • For B2C Marketing 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: 932
  • For B2C Marketing Professionals

    Report:Use Email To Spark Contextual Interactions

    Vision: The Email Marketing Playbook

    This report of the email marketing playbook introduces Forrester's most recent vision of email marketing for marketing leaders: use email to identify and act upon customer context in order to improve...

    • Downloads: 172
  • For CMO Professionals

    Report:The CMO's Role In Technology Purchasing

    How CMOs Should Plan For Technology Investments

    It's no longer a question of whether technology plays a role in marketing; it's about what role the CMO needs to play in selecting the best solution to drive marketing and overall business success....

    • Downloads: 566
  • For Customer Insights Professionals

    Report:Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook

    Planning and implementing enterprise marketing technology is at the top of the customer insights (CI) professional's to-do list. But you can't do it alone. You and your business technology (BT)...

    • Downloads: 1259
  • For B2C Marketing 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: 2159
  • For B2C Marketing 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: 499
  • For Customer Insights Professionals

    Report:Embrace A Cross-Channel Attribution Measurement Process

    Processes: The Cross-Channel Attribution Playbook

    Customer insights (CI) professionals must expend a tremendous amount of energy performing due diligence, planning, and creating processes to measure their marketing campaigns. In this report for the...

    • Downloads: 548
  • 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: 558
  • For B2C Marketing Professionals

    Report:Mix Art And Science For Marketing Success

    Vision: The Marketing Mix Optimization Playbook

    In the age of the customer, people have access to more media and information channels than ever before— and marketers are struggling to allocate budget effectively across channels and properly...

    • Downloads: 1178
  • 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: 41
  • For B2C Marketing 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: 328
  • 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: 171
  • For Customer Insights Professionals

    Report:Embrace Cross-Channel Attribution As The New Marketing Measurement Standard

    Executive Overview: The Cross-Channel Attribution Playbook

    Marketing measurement has evolved. Brands are embracing advanced measurement methodologies, such as cross-channel attribution, to determine the true impact of all interactions across all devices,...

    • Downloads: 974
  • For B2C Marketing Professionals

    Report:Build An Integrated Messaging Approach

    How To Develop Customer-Focused Integrated Messaging At Your Firm

    This report provides a road map for interactive marketers responsible for email marketing. It will help you unify your customer view, organize your teams by customer instead of by channel, and...

    • Downloads: 578
  • 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: 559
  • For B2C Marketing Professionals

    Report:Scale Success with Programmatic Multichannel Media Buying

    This report will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic on video, mobile, and social; and...

    • Downloads: 743
  • 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: 541
  • For B2C Marketing 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: 454