attribution

Insights

BLOG

Introducing The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018

Xiaofeng Wang November 8, 2018

I am excited to announce the publication of “The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018.” In our first 36-criteria evaluation of marketing measurement and optimization solutions in Asia Pacific (AP), we identified the seven most significant vendors — Analytic Partners, Data2Decisions, Datalicious, Fractal Analytics, Impact, Neustar, and Nielsen — […]

Read More
BLOG

Marketers, You Need Better Measurement — Two Companies Can Show You The Light

Tina Moffett August 27, 2018

Marketers, need inspiration to get started with advancing your marketing performance measurement strategy? Look no further! In our latest report, “Case Study: Advanced Measurement Transforms Marketing,” we profile two companies — a retail bank and a global prestige beauty brand — about their implementation and management of their advanced measurement strategy. They both took very […]

Read More
BLOG

Select The Right Measurement Vendors Using The Forrester Wave™

Tina Moffett May 16, 2018

Marketers need to wrangle the messy interactions across journeys and use solutions to enable data-driven planning. “The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018” report guides marketers in selecting the right vendors based on their capability needs. Want to learn more about the Wave results and key findings? Join our webinar on May 23, 2018 […]

Read More
BLOG

Introducing The Forrester Wave: Marketing Measurement And Optimization Solutions, Q2 2018

Jim Nail April 18, 2018

Tina Moffett and I are excited to announce the publication of The Forrester™ Wave: Marketing Measurement And Optimization Solutions, Q2 2018.  This report evaluates eight top vendors’  current offering, strategy, and market presence for unified measurement solutions that leave behind siloed measurement approaches, like attribution and mix modeling.   The research revealed two strong insights:  Unified measurement has matured significantly as a capability since we published the first […]

Read More
BLOG

The View From Backstage: How We Helped Get Customer Obsession Working For You At Forrester’s B2B Marketing Forum In Austin

Caroline Robertson October 17, 2017

Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]

Read More
BLOG

Forrester’s B2B Marketing Forum Reinforces The Concept Of “Customer As Compass” (And Covers What To Do About It)

Allison Snow September 19, 2017

I hope that nobody in your organization needs convincing that you should join us at the B2B Marketing Forum in Austin, Texas, this year (October 5 and 6, 2017). We have an incredible agenda with a fantastic lineup of inspirational speakers. What’s unique is that we’ve designed the agenda to help B2B marketing leaders succeed at […]

Read More
BLOG

Fix Your Marketing Measurement Mess: Key Takeaways And What You Can Do

Tina Moffett May 1, 2017

A few weeks ago, my colleague Jim Nail and I conducted a “Fix Your Measurement Mess” workshop at the 2017 Consumer Marketing Forum in New York. Our workshop became a great conversation starter for participants to understand and take inventory of their challenges and to recognize priority metrics for their own businesses. The 4-hour measurement […]

Read More
BLOG

The Hidden Power Of Mobile

Thomas Husson November 29, 2016

Most marketers agree that mobile is a strategic priority. However, they fail to appreciate the true power of mobile: its ability to radically improve their entire marketing plan by linking consumer online and offline behaviors. While consumers use mobile as a sixth sense to digitize the offline world, marketers still think of mobile as a […]

Read More
BLOG

The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016

Tina Moffett 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, Jim Nail 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 […]

Read More
BLOG

Facebook Offline Conversion and Site Metrics: Use With Caution

Tina Moffett June 16, 2016

In collaboration with Jim Nail.   On Tuesday, Facebook announced new solutions for businesses to drive people to their stores and measure the amount of store visits and in-store sales following their Facebook mobile ad campaigns.  Before breaking out the bubbly, let’s break down Facebook’s new measurement capabilities, and evaluate what it means for marketers.   […]

Read More
BLOG

Back From Yet Another Pilgrimage To Mobile's Mecca

Thomas Husson March 7, 2016

After experiencing some of the most exhausting days in the life of a “mobile” analyst, I am back from Barcelona. Here are my key takeaways from the 2016 event. MWC 2016's "Mobile Is Everything" theme summarizes two ideas: the disruptive power of ubiquitous mobile devices and their ability to connect things and objects in our […]

Read More
BLOG

Just published: The Forrester Wave: Cross-Channel Attribution Providers

Tina Moffett November 7, 2014

Blogged in collaboration with Rebecca McAdams, Research Associate, serving Customer Insights professionals. Consumers are connected, constantly influenced by marketing messages, their friend’s social posts, blog posts, reviews, mobile messages, and Twitter posts. In fact, US Adults have an average of three connected devices.  Consumers are leaving breadcrumbs of information behind, across multiple channels and devices.  […]

Read More
BLOG

Make the Case for Cross-Channel Attribution

Tina Moffett June 5, 2014

By now, we know that attribution is essentially the answer to many marketers’ prayers: more accurate performance metrics, better cross channel insights, and a more informed marketing spend.  While the benefits to attribution are clear,  many CI pros and marketers still need to make the case for attribution.  They need funding, and support from their […]

Read More
BLOG

What Does Acxiom's $310M LiveRamp Bid Mean For Marketers?

Tina Moffett May 21, 2014

On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash. Several Forrester analysts (Fatemeh Khatibloo, Susan Bidel, Sri Sridharan, and I) cover these two firms, and what follows is our collective thinking on the impending acquisition after having been briefed by Acxiom's leadership on the matter. The […]

Read More
BLOG

The Recent Attribution Technology Acquisitions Don't Surprise Us In The Least

Tina Moffett May 9, 2014

On the morning of May 6, 2014, Google announced its intent to acquire Adometry, a leader in the attribution technology space. Later on the same day, AOL announced its intent to acquire Convertro, another top-performing attribution technology vendor. The Adometry acquisition is not surprising, as Google needed to make major investments in its existing attribution […]

Read More
BLOG

Retailers Have Beacon Fever

Forrester April 2, 2014

There is no hotter topic in retail today than beacons. These small objects which transmit location information to smartphones based on Bluetooth Low Energy have transformed our retail imagination, conjuring up visions of continuous offers being showered onto customers as they walk the aisles of their favorite grocery store.  The reality is more subdued.  We […]

Read More
BLOG

Announcing The 2013 Customer Analytics And Measurement Survey

Tina Moffett October 29, 2013

Last year, my colleague Srividya Sridharan published The State Of Customer Analytics 2012 (subscription required). Using the results of her annual customer analytics adoption survey, she uncovered key trends of how customer analytics practitioners use and adopt various advanced analytics across the customer life cycle and highlighted challenges and drivers associated with customer analytics. This year, I […]

Read More
BLOG

Q3 2013 Takeaways: Advanced Measurement Continues To Be A Key Initiative

Tina Moffett October 8, 2013

The end of a quarter forces me to reflect on what I learned in regards to my coverage area: measurement and attribution. From customer insights (CI) pros and marketers, I saw an increased interest in advancing their measurement approaches. On the attribution front, there is an appetite to learn about specific methodologies, use cases, ongoing […]

Read More
BLOG

Google Steps It Up With Data Driven Attribution

Tina Moffett August 22, 2013

More news from Mountain View on Tuesday, where Internet powerhouse Google released the much-anticipated Data Driven Attribution (DDA) feature for its Premium users. The release of Google’s DDA approach comes as no surprise to the analytics and measurement community. The world of attribution measurement is constantly evolving and new attribution approaches, new players, and new […]

Read More
BLOG

Key Findings From Forrester's EMEA Marketing Leadership Forum

Tina Moffett May 28, 2013

Last week, I had the pleasure of attending Forrester's Forum For Marketing Leaders in London and met some members of the Forrester Leadership Board (FLB) for Customer Insights (CI) professionals. I was eager to share my research on attribution measurement and (selfishly) get their point of view on measurement successes and challenges in Europe. Here are […]

Read More