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Description
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:
- Understand the nascent space of advanced marketing measurement and optimization solutions and why it’s worth your attention.
- Learn what marketing measurement offerings are out there and how they help provide a holistic cross-media understanding of marketing performance.
Vendors mentioned: Analytic Partners, AOL Convertro, Google, Ipsos MMA, IRI, Marketing Evolution, Neustar MarketShare, Ninah Consulting, ThinkVine, and Visual IQ.
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