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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49 results in Reports

  • Integrated Marketing (Cross-Channel)
  • 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: 146
  • 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: 459
  • 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: 749
  • 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: 576
  • 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: 181
  • 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: 243
  • 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: 64
  • 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: 584
  • 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: 733
  • 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: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: 348
  • 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: 159
  • 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: 601
  • 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: 808
  • For B2C Marketing 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: 1169
  • 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: 1244
  • 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: 150
  • 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: 353
  • 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: 224
  • 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: 921
  • 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: 100
  • 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: 298
  • 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: 381
  • 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: 260
  • 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: 1315