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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43 results in Reports

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

    Report:Planning That Successfully Mixes Art And Science

    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: 1280
  • 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: 549
  • 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: 113
  • 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: 274
  • 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: 109
  • 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: 207
  • 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 B2C Marketing Professionals

    Report:Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of omnichannel...

    • Downloads: 848
  • For Customer Insights Professionals

    Report:Fuel High-Performance Marketing With Modern Measurement Mechanics

    Processes: The Marketing Measurement And Insights Playbook

    Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester...

    • Downloads: 721
  • For Customer Insights Professionals

    Report:Innovate To Become Attribution Masters

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

    • Downloads: 257
  • 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: 176
  • 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: 825
  • 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: 766
  • 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: 1282
  • 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: 259
  • 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: 524
  • 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: 349
  • 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: 165
  • 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 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: 601
  • 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: 88
  • 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: 401
  • 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: 672
  • 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: 688
  • 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: 249