Srividya Sridharan

VP, Research Director

Forrester Bio

Author Insights

Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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