Summary
Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time, dynamic insights on how best to allocate their marketing investments. In Forrester's 63-criteria evaluation of marketing mix modeling vendors, we rate six top vendors from our previous Wave: IRI, MarketShare, Marketing Management Analytics (MMA), Nielsen, Ninah, and ThinkVine, plus three additional vendors: Analytic Partners, Hudson River Group (HRG), and Marketing Evolution. This report analyzes the strengths and weaknesses of each vendor and evaluates where they stand in the context of their current offerings and strategies.
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