Gone are the days of marketing mix providers. So long cross-channel attribution technologies. There’s a new sheriff in town—Marketing Measurement And Optimization Solutions.
Today, Jim Nail and I are excited to publish The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016. The 2016 Marketing Measurement and Optimization Wave combines the previous Marketing Mix Modeling Wave and Cross-Channel Attribution Wave. This report evaluates 10 vendors on current offering criteria, strategy, and market presence.
Why did we take this “unified” approach to marketing measurement? Customer data deluge is putting pressure on marketers to measure the effectiveness of ALL marketing initiatives, across each customer. Marketing mix modeling and cross-channel attribution each provide deep marketing performance insights but each fell short in providing what marketers urgently need: a singular view of marketing performance.
Over the past 18 months, Forrester saw a dramatic shift in solutions; traditional marketing mix modeling measurement providers were investing in technology and methodology develop for attribution and we dubbed this “Unified Marketing Impact Analytics”.Read more