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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
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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
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