Srividya Sridharan

VP, Research Director

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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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