Srividya Sridharan

Vice President, Research Director

Forrester Bio

Srividya Sridharan

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The Insights Beat: Future-Proof Your Insights Capability

Srividya Sridharan March 12, 2019
Last month, our featured research focused on building the foundation of an insights-driven business. This month, it’s time to start renovating, quickly. While every house needs a strong foundation, you also need to know when to start renovating to future-proof its value. Three ways to future-proof your insights capabilities? Commercialize data, adopt a cloud-enabled data […]
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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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The State Of Customer Analytics 2012

Srividya Sridharan August 9, 2012
I’m excited to announce that our new research on how firms use customer analytics was just published today.  The new research reveals some interesting findings: Customer analytics serves the customer lifecycle , but measurement is restricted to marketing activities. While customer analytics continues to drive acquisition and retention goals, firms continue to measure success of […]
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Translate Customer Analytics Into Action

Srividya Sridharan March 16, 2012
Companies adopt advanced analytics tools and techniques to convert data into intelligence and drive key customer-facing business decisions. We see that customer intelligence (CI) professionals involved in customer analytics broadly perform three activities: Generate analytics: Create and produce analytical insights using analytical tools and technologies. Apply analytics: Choose the appropriate analytical methodology for the business […]
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Customer Intelligence Teams Need Analytics “Translators”

Srividya Sridharan February 27, 2012
Any big data or analytics conversation would be remiss without the mention of "data scientists." Much has been written about data scientists– who they are, who they should be, and where to find them. My colleague James Kobielus wrote an interesting series of blog posts about the skills required to become a data scientist. From a customer […]
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Participate In Our 2012 Customer Analytics Adoption Survey

Srividya Sridharan February 21, 2012
Does your firm use customer analytics to optimize relationship marketing efforts? Does your firm use analytical techniques to understand and predict customer behavior? If so, we want to hear from you. We are launching our first Customer Analytics Adoption Survey for customer analytics users. With this survey, we want to understand how you use and apply […]
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CI Fail: Contextual Relevance Gone Bad

Srividya Sridharan January 30, 2012
Rarely do moments like this occur. Last week, while watching the evening news (yes, I still watch news), I was horrified by the continued coverage of the cruise ship disaster in Italy. But, while watching the coverage, I was wading through my mail and opened a direct mail piece (also a rare event) that I […]
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Revisiting Customer Lifetime Value

Srividya Sridharan June 6, 2011
Relationship marketers love customer lifetime value (CLV) as a concept because it puts the customer at the core of the marketing investment decision and sneaks a peek into the future worth of the customer. But in reality, arriving at customer lifetime value is often a herculean task and the assortment of CLV approaches available doesn’t […]
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Unlikely Data Partnerships: A New Reality?

Srividya Sridharan May 31, 2011
I was intrigued by the recent announcement that MasterCard and Brighter Planet were teaming up to mine carbon emission data based on corporate cardholder data. This announcement got me thinking about unlikely data partnerships across verticals to productize data and form mutually beneficial partnerships using data as the currency.  But what’s really interesting is that […]
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