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 — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.
The research revealed three clear insights:
- The adoption of unified measurement is nascent but accelerating. Marketers in Asia Pacific face a more complicated measurement environment than their peers in North America and Western Europe. They need effective tools to measure the financial contribution of marketing and make smarter marketing decisions to engage consumers throughout their increasingly complicated customer journeys. However, while marketing measurement has matured greatly over the past three years in North America and Western Europe, the adoption of unified measurement is still at an early stage in AP. Why? Because it takes time for global firms to adapt to the region’s unique markets; few local vendors are unified players yet; and marketers lack data readiness for unified measurement.
- Early entrants help accelerate data-driven marketing in Asia Pacific. Despite generally low adoption today, more advanced marketers in the region are proactively experimenting with various measurement approaches. As marketers face pressure to deliver business outcomes and meet the growing needs of empowered consumers, they will inevitably have to adopt data-driven and contextual marketing. Unified measurement vendors with a presence in AP are accelerating this evolution; they help marketers progress by providing training and education, adopting a test-and-expand approach, and setting measurement standards.
- Localized and integrated solutions and services are key differentiators. Due to Asia Pacific’s lower measurement maturity and challenging measurement environment, marketers there need more hands-on guidance from measurement vendors than their peers elsewhere. There are important differences in the sophistication of measurement platforms, but adapting those to local markets and committing to in-depth localization and strategic consulting bring greater value to marketers in the region. Marketers should probe vendors’ strengths in localization, integrated solutions and services, and customized services.
Forrester clients can read the full report to see how the vendors 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 objectives.