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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46 results in Reports

  • Integrated Marketing (Cross-Channel)
  • 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: 87
  • For B2C Marketing Professionals

    Report:Mix Art And Science For Marketing Success

    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: 1288
  • 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: 763
  • 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: 298
  • 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: 201
  • For B2C Marketing Professionals

    Report:Evaluate Your Marketing Optimization Readiness

    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: 532
  • 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:Earn Buy-In For Content Marketing's Silo-Busting Benefits

    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: 505
  • 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: 1431
  • 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: 335
  • For B2C Marketing Professionals

    Report:Manage Your Marketing Mix Modeling Vendors

    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: 483
  • 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: 247
  • 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: 786
  • 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: 119
  • 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: 679
  • 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: 271
  • 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: 816
  • 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: 190
  • 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: 240
  • 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: 391
  • 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: 997
  • For B2C Marketing Professionals

    Report:The French Shopper Journey: Use The Customer Life Cycle To Anticipate What Customers Will Do Next

    The Customer Life Cycle Helps B2C Marketers Prioritize Channels And Touchpoints At Each Phase Of Your Customers' Path To Purchase

    B2C marketers must plan beyond the marketing funnel to support consumers across their entire life cycle. This report takes a closer look at French consumers' path to purchase, highlighting their use...

    • Downloads: 103
  • 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: 1265
  • 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: 174
  • 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: 263