I’m not going to be updating Forrester’s Brand Monitoring Wave in 2007 – although many companies have emerged from the woodwork, most of the buyer’s side appears to remain in education mode. However, in certain industries like pharmaceuticals, brand monitoring solutions are in wide use and treated like marketing mix models – that is, no one wants to talk about their "secret weapon."
So until the Wave gets updated, we’ve created a Brand Monitoring Vendor Product Catalog (client access required). I say we because Sarah Glass, a research associate on our team, did most of the work to put it together. Information on 27 vendors has been included; we identified over 40 potential participants.
If you are reading this post and would like to be included, please let us know. (Every participating vendor gets a copy.)
Moreover, if you are a client-side marketer and would like to share your story – on or off the record – I’m all ears. I have heard a lot of talk about client attrition from "the market leaders" but few clients to go public about it.