measurement

Insights

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

Call For Participation: B2B Measurement And Analytics Providers

Allison Snow May 11, 2018
Are you an analytics platform or service provider serving primarily B2B businesses? Does your product or service help B2B insights professionals measure their results, understand B2B customers, and drive market growth? Well, I need your help to help the buyers that need your products and services. There is a myriad of partner options for B2B insights professionals that […]
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

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

Tina Moffett April 17, 2018
Jim Nail and I are excited to announce the publication of The ForresterTM 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 […]
Read More
BLOG

Facebook: The Industry Wants Transparency, Not New Labels

Jim Nail February 23, 2018
Facebook made an announcement yesterday titled “Making Ad Metrics Clearer” that says, in part: We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . . The centerpiece of its announcement is new […]
Read More
BLOG

The Age of the Customer Hits The Media World

Ryan Skinner March 17, 2016
Do you hear something? Is someone banging on the door? Yes, I think someone’s banging on the door. Pretty hard actually. In fact, it’s deafening. The knocking is empowered digital media buyers. The slowness to answer is the media ecosystem of publishers, media agencies, and broadcasters. I shared the video below a week ago on […]
Read More
BLOG

Case Study Preview: Adopt Marketing Mix Modeling to Guide Future Investments

Tina Moffett March 27, 2014
Consumers interact with brands across various mediums — their smartphones, computers, call center, in-store — just to name a few. Their interactions with brands — from viewing a TV ad to re-tweeting a promotion — are creating such a rich trove of data that marketers are left wondering: How do I glean relevant insights to […]
Read More
BLOG

Web GRPs Are A Band-Aid Solution For Cross-Platform Ads

Forrester August 15, 2011
In the wake of Nielsen’s and Facebook’s announcement of a new “Web GRP” metric, there has been some exciting debate over whether GRPs will be good for the advertising industry as a whole. Dave Morgan made some excellent points in Mediapost about why GRPs will ultimately be good for online advertisers. However, I respectfully disagree […]
Read More