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.


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

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47 results in Reports

  • Integrated Marketing (Cross-Channel)
  • For B2C Marketing Professionals

    Report:Context In Email Marketing Pays Off

    Performance Management: The Email Marketing Playbook

    In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, which...

    • Downloads: 178
  • For B2B Marketing 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: 316
  • 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: 197
  • For B2C Marketing Professionals

    Report:Planning That Successfully Mixes Art And Science

    Landscape: The Marketing Mix Optimization Playbook

    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: 1250
  • 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: 382
  • For B2C Marketing Professionals

    Report:Case Study: Z Gallerie Crafts A Results-Oriented, Mobile-Specific Search Strategy

    This Retailer Successfully Drives Mobile Search Consumers Through A Multichannel Customer Life Cycle

    Brick-and-mortar retailer Z Gallerie realized it was time for a mobile search strategy when analytics revealed that its consumers were increasingly connecting with it through mobile channels. To...

    • Downloads: 69
  • 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: 952
  • 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: 990
  • 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: 362
  • 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: 611
  • 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: 584
  • 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: 1337
  • 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: 101
  • 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: 2217
  • For Customer Insights Professionals

    Report:Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook

    Firms fail at marketing measurement; they cannot keep up with the customer's complex purchase path and their changing cross-channel marketing efforts. A clear measurement strategy enables customer...

    • Downloads: 487
  • 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: 930
  • 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: 463
  • For Customer Insights 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 marketers and customer insights (CI) pros understand that assigning marketing credit must reflect the dynamic purchase path....

    • Downloads: 1049
  • For Application Development & Delivery Professionals

    Report:Market Overview: Digital Customer Experience Delivery Platforms

    A Range Of Software Vendors Tackle The Multichannel Experience Mandate

    Businesses need an array of software technology to support digital customer experiences, but they struggle to understand and leverage the tools necessary to create and manage unified, multichannel...

    • Downloads: 1528
  • For Customer Insights Professionals

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

    The Eight Providers That Matter Most And How They Stack Up

    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: 629
  • For B2C Marketing 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: 110
  • For Customer Insights Professionals

    Report:Adopt The Right Marketing Metrics To Measure Success

    Performance Management: The Marketing Measurement And Insights 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: 593
  • 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: 263
  • 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: 751
  • For B2C Marketing Professionals

    Report:Getting The Green Light For Marketing Mix Optimization

    Business Case: The Marketing Mix Optimization Playbook

    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: 742