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Customer-obsessed marketing

The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016

Jim Nail
Principal Analyst
October 12, 2016

Gone are the days of marketing mix providers.  So long cross-channel attribution technologies.  There’s a new sheriff in town—Marketing Measurement And Optimization Solutions.

Today, Tina Moffett and I are excited to publish The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016.  The 2016 Marketing Measurement and Optimization Wave combines the previous Marketing Mix Modeling Wave and Cross-Channel Attribution Wave.  This report evaluates 10 vendors on current offering criteria, strategy, and market presence. 

Why did we take this “unified” approach to marketing measurement?  Customer data deluge is putting pressure on marketers to measure the effectiveness of ALL marketing initiatives, across each customer.Marketing mix modeling and cross-channel attribution each provide deep marketing performance insights but each fell short in providing what marketers urgently need: a singular view of marketing performance.

Over the past 18 months, Forrester saw a dramatic shift in solutions; traditional marketing mix modeling measurement providers were investing in technology and methodology develop for attribution and we dubbed this “Unified Marketing Impact Analytics”

This inaugural wave helps marketers make sense of this complex landscape of top providers in the measurement space. By virtue of offering a unified approach today, these 10 vendors are the creme de la creme. We expect to see this landscape evolve, with new players entering into the space and mainstays evolve their core offering even further.

A big thank you to the vendors that participated in this report; I've been on both sides and I know how grueling the Wave process can be. We sincerely appreciate the time and effort you all put in. I also extend my gratitude to the Forrester team that made this happen: Tina Moffett, Mary Pilecki, and Arleen Chien.

Forrester clients can read the full report here to see how these 10 stack up —  but keep in mind that the written report just scratches the surface of the full evaluation. Download the interactive scorecard tool and use it to customize the Forrester Wave model for your organization’s needs. Please feel free to set up an inquiry with me or Tina and we'll help you get the right measurement firm for your needs!


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