As you may know, I've been following the brand monitoring market for a couple of years and since publishing the Q3 2006 Forrester Wave on the space, it's clear that the market has shifted. That's why I plan on updating the Wave in Q3 2008.
When queuing up this entry, I noticed that there's no category for "agency" related posts. That's OK because Mary Beth Kemp, my colleague and co-author of The Connected Agency report, has taken the lead on a new Forrester blog called Agency Futures. So I'm cross-posting this, there.
I'm at Forrester's Marketing Forum
in Los Angeles today. And again, I'm up at 4 am local - is this
technically jet lag? I won't be doing a lot of blogging or tweeting
because my schedule's full. However, you can get updates from a
variety of sources:
Congratulations in order this morning to Janet, Howard, and the rest of the team at Umbria. The brand monitoring firm was acquired today by J.D. Power & Associates, the customer satisfaction research company.
The significance of this acquisition lies in the acquirer -
McGraw-Hill/JDPower is different type of company than Nielsen and TNS -
and will use brand monitoring differently. One thing in common -
another brand monitoring brand name disappears. Umbria will be folded
into their new parent company, while Buzzmetrics/Intelliseek have
disappeared into Nielsen Online and Cymfony now operates as part of TNS
I have a short research piece publishing soon for Forrester
As you may know, my research coverage at Forrester has shifted into
mobile marketing. Last night, I moderated a panel discussion last
night for MITX and we talked about
the industry for a couple hours with The Weather Channel, ESPN, Carat,
g8wave, and Ringleader Digital. The three biggest points that came up
After the Connected Agency report was published, I created a roundup of reactions on my blog. Next month, I'll be continuing the conversation in person with the Association of Canadian Advertisers; the event is called "Continuing The Conversation" aptly enough. I've asked some agencies to let me know how they're getting there - so far, have heard from VML, Critical Mass, DDB, Organic, and Avenue A|Razorfish.
If you're around in Toronto April 17th, it would be great to meet up. See the ACA site for more information.