- Forrester Councils
- Councils Overview
- log in
Posted by Emily Riley on October 21, 2009
After talking about the topic of attribution for several years now, I'm very excited to be publishing a Wave that highlights the key companies in the interactive attribution space. The companies are: Atlas, ClearS, Coremetrics, Theorem, Trueffect, Visual IQ and x+1. You may not have heard of some of these companies, and many of these companies don't even consider themselves competitors. Two signs that we are really at the leading edge of this topic, and have a lot of room to grow. That said, we found some robust solutions out there that are doing a lot to advance marketers' abilities to more accurately measure and buy online media.
We evaluated the current attribution offerings in the market as they relate to the key online marketing channels: display, search, email, affiliate, social, etc. There are a lot of ad networks, agencies and vendors out there who also do a great job of attributing credit within or across these channels, but the vendors selected for the wave illustrated the most functionality and robustness. We looked a a wide variety of criteria when scoring each vendor, but took particular interest in:
I encourage you to review the Wave. I would love to hear your comments: who you see as the next player in the space, and how marketers will shift their measurement practices over time.I also wrote a companion document to the wave that takes a look at the interactive attribution landscape, and identifies some sectors of the industry that may become bigger players in the near term.