You’ve heard it before – consumers move from their smartphones to their desktops, from in front of their living room TV to driving by a highway billboard, from their emails to their Facebook News Feed. With this convoluted and dynamic path to purchase, are you prepared to understand and measure every touchpoint your brand has with its customers?
The marketing environment is complex, and measurement is a must-have to prove out the incremental value of marketing investments. Jim Nail and I published the first Forrester Wave evaluating marketing measurement and optimization solutions vendors — specifically their ability to create unified marketing insights, otherwise known as unified marketing impact analytics (UMIA). We identified the 10 most significant providers – Analytic Partners, AOL Convertro, Google, Ipsos MMA, IRI, Marketing Evolution, Neustar MarketShare, Ninah Consulting, ThinkVine, and Visual IQ – and assessed how their offerings work to provide marketers with both strategic and tactical guidance.
Join us this Thursday, 11/10 at 11 am EST for our webinar – we’ll be talking about our findings in the marketplace and showing you how to customize the Forrester Wave to your firm’s needs in assessing which marketing measurement and optimization solution is right for you. We’ll be hosting a discussion and Q&A at the end of the webinar. If you have more specific questions, I am currently taking inquiries and offering advisory on this topic.
Please reach out to learn more about the Wave and/or the webinar. Your marketing budget may depend on it! Looking forward to having you join us this Thursday!