Srividya Sridharan

VP, Research Director

Forrester Bio

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The Insights Beat: Plan For New Data And Analytics Supplies

Srividya Sridharan September 10, 2019
Summer’s lease hath all too short a date. It always seems to pass by in the blink of an eye, and this year was no exception. Though I am excited for cooler temperatures and the prismatic colors of New England in the fall, I am sorry to see summer come to an end. The end […]
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Data Strategy & Insights 2019: Reimagine To Reinvent

Srividya Sridharan September 5, 2019

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The Insights Beat: The Times They Are A-Changin’

Srividya Sridharan August 16, 2019
Come gather ’round, people, wherever you roam And admit that the waters around you have grown And accept it that soon you’ll be drenched to the bone If your time to you is worth savin’ Then you better start swimmin’ or you’ll sink like a stone For the times they are a-changin’. — Bob Dylan The […]
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The Insights Beat: Light Up The Sky With Insights This July

Srividya Sridharan July 3, 2019
It’s nearly Independence Day in the US — a day filled with parades, fireworks, family, and, of course, delicious food. The day honors something that we, like the Founding Fathers before us, hold dear in the research organization at Forrester: the agreed-upon final wording of a document, devised by a team of thinkers, driven by […]
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The Insights Beat: Save Your Data Strategy From A Nosedive

Srividya Sridharan June 12, 2019
(Jeremy Vale and Paolo Santamaria contributed to this post.) This month’s Insights Beat focuses on the latest research in our insights-driven playbook; showcases multiple data, analytics, and machine-learning vendor evaluations; and shines a light on B2B analytics techniques. Is Your Data Strategy Lacking? Time To Sound The Alarm In order to compete in the age of […]
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The Insights Beat: Spring Into Action With Your Insights

Srividya Sridharan May 6, 2019
This month’s Insights Beat uncovers new ways to accelerate digital transformation, featuring some of our latest research on data and analytics technologies and strategies.
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The Insights Beat: Get Smarter About Your Competitors, Customers, And Company

Srividya Sridharan April 4, 2019
Insights come in many flavors. Customer insights. Consumer insights. Competitor insights. Market insights. Company insights. Operational insights. Process insights. Sales insights. Marketing insights . . . you get the drift. All types of enterprise data (big, medium, small, and petite), as well as external data, fuel these insights and make you smarter about how you […]
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The Insights Beat: Future-Proof Your Insights Capability

Srividya Sridharan March 12, 2019
B2B organizations can fuel growth using customer insights. Read three ways to future-proof your insights capabilities.
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The Insights Beat: Quash The Groundhog Day Effect In Your Insights Journey

Srividya Sridharan February 7, 2019
It’s early February. Punxsutawney Phil predicted an early spring this year, and there is hope (and warmth) in the air.[i] But it’s not always rosy for you as a data, analytics, and insights leader. You tirelessly toil to get value from your enterprise data and try to apply those insights at scale to impact business […]
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Spring Cleaning In December: Declutter Your Insights House

Srividya Sridharan October 11, 2018
Feeling overwhelmed with all the data that your teams must wrangle before even getting to data science? Feeling like you have more than enough dashboards and tools? Feeling like you don’t have any more room in your complex data and analytics environment for yet another platform? Feeling like you can’t keep up with the exploding […]
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Missed Some Of Our Business Insights Research In 2016?

Srividya Sridharan January 9, 2017
Forrester’s business insights research team has had a busy 2016! We have been busy helping our business and technology clients lead their organization to become insights-driven – one of the key operating principles of customer-obsessed firms.   Our research in 2016 helped clients: Organize And Operate As An Insights-Driven Business.  Insights-driven businesses harness and apply […]
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Participate In Our Forrester/DMA Customer Loyalty Benchmark Research

Srividya Sridharan April 8, 2015
This is a guest post by Samantha Ngo, Researcher on the Customer Insights team.   Wonder how your loyalty strategies compare to others in the industry? As a refresh to our 2012 benchmarks, we invite you to take part in our 2015 Customer Loyalty Benchmark survey.  If you manage or make decisions about your company's […]
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The Customer Insights Research Team Is Hiring!

Srividya Sridharan March 19, 2015
Gone are the days when we have to “sell” the idea of using customer and marketing data to drive better business decisions. The sheer scale and diversity of customer data will provide rich new sources of insight and allow firms to effectively engage with customers using enterprise marketing technologies. In fact, customer analytics solutions, one […]
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Win, Serve And Retain Customers With 15 Customer Analytics Methods

Srividya Sridharan February 25, 2014
Customer analytics takes center stage in the age of the customer for firms trying to understand and predict customer behavior. From descriptive to predictive methods, customer insights (CI) professionals can apply a wide array of analytics methods to behavioral customer data. CI professionals have a lot to consider when deciding on the right portfolio of […]
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Announcing the 2013 Customer Analytics & Measurement Survey

Srividya Sridharan October 29, 2013
Last year, we published The State of Customer Analytics 2012 (subscription required)  based on the results of our annual customer analytics adoption survey where we uncovered key trends of how customer analytics practitioners use and adopt various advanced analytics across the customer lifecycle and highlighted challenges and drivers associated with customer analytics. This year, I […]
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Participate In Our TechRadar™ Research On Customer Analysis Methods

Srividya Sridharan October 16, 2013
Customer insights professionals have many customer analytics methods (sub's reqd) to choose from today to perform behavioral customer analysis, and new techniques emerge as the complexity of customer data increases. Analysis of customer data involves the use of data-mining and statistical methods that span descriptive and predictive analytics. But how do you decide which customer analysis methods […]
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Analytics Democratization Continues As KXEN Finds A New Home

Srividya Sridharan September 10, 2013
SAP today announced plans to acquire KXEN, a provider of predictive analytics technology. The terms of the deal are not known. This is an interesting development for both companies and highlights the focus on the democratization of predictive analytics, especially for marketers. The proposed deal puts the spotlight on two shifts in the analytics landscape: […]
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What Is Your Customer Analytics Persona?

Srividya Sridharan August 1, 2013
Buy analytics software, hire marketing scientists, and engage analytics consultants. Now wait for the magic of customer analytics to happen. Right? Wrong. Building a successful customer analytics capability involves careful orchestration of several capabilities and requires customer insights (CI) professionals to answer some key questions about their current state of customer analytics: What is the […]
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Find Your Insights Silver Lining With The Customer Analytics Playbook

Srividya Sridharan April 24, 2013
  The deluge of customer data shows no signs of abating. The perpetually-connected customer leaves data footprints in every interaction with a brand. This presents tremendous opportunities for customer insights professionals and analytics practitioners tasked with analyzing this data, to not only get smarter about customers but ensure that the insights get appropriately used at […]
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Just Published: The Forrester Wave™: Customer Analytics Solutions, Q4 2012

Srividya Sridharan October 29, 2012
Customer Intelligence (CI) professionals invest in data-mining, predictive analytics and modeling tools and technologies to make sense of the deluge of data. In the past, they've had to adapt horizontally-focused analytics and modeling solutions to a customer intelligence and marketing context. Today, however, they can consider a gamut of customer analytics and marketing-focused analytics providers […]
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