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The current state of marketing measurement solutions is growing and evolving because today’s increasingly complex marketing environment clashes with the C-suite’s demands for accountability for marketing spending. Vendors offering unified marketing impact analytics (UMIA) solution provide both strategic and tactical guidance. Our research shows that adoption on the marketers’ side is in its early days, but the demand for data-driven marketing and strategic services in analysis and execution is undeniable. The Forrester Wave for marketing measurement and optimization solutions evaluates 10 vendors on how they measure up against Forrester’s criteria for what will help marketers differentiate from their competition in this space.
Key takeaways:
Vendors mentioned: Analytic Partners, AOL Convertro, Google, Ipsos MMA, IRI, Marketing Evolution, Neustar MarketShare, Ninah Consulting, ThinkVine, and Visual IQ.
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In our 25-criteria evaluation of marketing measurement and optimization solutions, we identified the 10 most significant providers —Analytic Partners, AOL Convertro, Google, Ipsos MMA, IRI, Marketing Evolution, Neustar MarketShare, Ninah Consulting, Think
Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing tactics with customer actions or influence. B2C marketers must
Marketers can use the assessment results to build a more stable marketing measurement practice that drives insight-driven businesses.
More-powerful technology, growing data volume, and marketers' increasingly data-driven focus are key trends drawing marketers away from measuring channel performance to quantifying business impacts. This requires them to update their understanding of the
Cross-channel marketing hubs (CCMHs) are the nerve center of the B2C marketing technology (martech) ecosystem. CCMHs typically include data management and analytics to enable customer understanding; planning, collaboration, content management, and measurement tools to optimize brand strategy; and automation workflows, channel integration, and personalization to orchestrate cross-channel experience delivery.An effective CCMH solution can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for channel-agnostic moments-based marketing that engages your customers with compelling, contextually relevant experiences.Key takeaways:Understand the current CCMH landscape.Learn about different CCMH solutions.Discover which CCMH solutions are right for you.Hear best practices from leading firms.Target audience level: all levels
The revenge spending spree that ensued following pent-up pandemic savings in 2022 is over. While consumers take a relaxed approach with their spend, turbulence will arise in consumer conversation with brands from a perfect storm of the 2024 Olympics and the US presidential election.Key takeaways: Hear the top five predictions on how consumers will behave in 2024 and the cultural forces that will influence these behaviors.Get insight into where marketers and companies should focus their energy with the consumer.Target audience level: all levels
In this webinar, hear from Forrester analysts in the B2C marketing and CMO groups about what 2024 holds for media and advertising. Our predictions unearth how media giants will assert their dominance even further in the coming year.Key takeaways:Learn about our 2024 predictions for media and advertising.Equip your teams to build successful media strategies for 2024.Vote on which predictions you think will come to fruition.Target audience level: intermediate