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For B2C Marketing Professionals

The Forrester Wave™: Marketing Mix Modeling, Q3 2011

MarketShare, Marketing Management Analytics, ThinkVine, And SymphonyIRI Are Leaders

September 21, 2011

Primary author headshot


  • By Luca S. Paderni
  • with Michael Glantz,
  • Matthew Dernoga

Why Read This Report

The marketing mix modeling market is undergoing a transformation as marketers increasingly demand that vendors provide solutions that are updated frequently, can easily aggregate data streams, can provide forward-looking recommendations, and can account for the continuous evolution of digital channels, all in a package that is flexible and intuitive to navigate. In Forrester's 49-criteria evaluation of marketing mix modeling vendors, we found that MarketShare is a Leader thanks to its software functionality, extensive data partnerships, and innovative strategy to integrate with media agencies. Marketing Management Analytics (MMA) is also a strong option with its granular attribution tool and flexible software. ThinkVine excels with its unique consumer-centric, agent-based methodology, and SymphonyIRI Group's access to shopper and consumer data is unmatched. Marketing Analytics is a Strong Performer thanks to its strong modeling software but lacks access and shareability of models for agencies. Ninah is also a Strong Performer; it has a strong consultative approach but lacks a mature self-service software platform.

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Table of Contents

  • Marketing Mix Modeling Has The Power To Bring Order To Chaos
  • Marketing Mix Modeling Vendor Evaluation Overview
  • Evaluated Vendors All Offer Robust Software Tools And Predictive Modeling
  • Vendor Profiles
  • Supplemental Material
  • Related Research Documents