The Forrester Wave™: Marketing Measurement And Optimization, Q3 2023

Marketing Measurement And Optimization Vendor Product Comparisons 2023

Key features and pros and cons of top Marketing Measurement And Optimization products:

Analytic Partners - Leaders

Pros:

Dominates with data-driven marketing insights using commercial intelligence offering
Strong ROI Genome - industry-specific predictive ROI performance database with up-to-date marketing benchmarks
GPS-E analytics platform with robust performance insights and simulation capabilities
White-glove services with well-seasoned marketing, data science, and technical experts
Ability to evaluate how marketing drives broader business levers beyond just marketing metrics
Strong global presence with offices in EMEA, APAC, and NA
Detailed roadmap with delivery commitments focused on diversifying insights engine

Cons:

Did not provide solid case studies of tactical marketing program analysis capabilities

Ekimetrics - Leaders

Pros:

Combines cutting-edge tools with bold vision and innovation
One.Vision platform provides bespoke ML marketing measurement approaches at scale
Not married to specific modeling approach - can select from various methods based on client needs
Strong data science and engineering services ensure thorough and fast data ingestion and model operations
Hub locations across EMEA, NA, and APAC allow flash mobilization of resources
Unique vision building intelligent business system with next-generation analytics and sustainable marketing plans
Significant genAI investments for data integration and platform usability improvements
Added client feedback loop processes for actionable recommendations

Cons:

Business strategy consulting lags competitors per reference customers
Did not provide examples of contributions to clients' broader business goals in case studies

Gain Theory - Leaders

Pros:

Shines with impressive services and deep ad ecosystem expertise
Large global presence with capabilities to service brands in 111 markets
Access to 5,000 consultants through agency holding company WPP
Excels in high-touch services for insights development and analyzing future marketing investment opportunities
Over 119 rigorously trained data scientists who blend analytics rigor with advertising strategy expertise
HiFusion platform praised by references for technological flexibility, usability, collaboration, and planning/activation capabilities
Detailed 18-month roadmap focused on next-generation business models, creative optimization insights, and genAI enhancements

Cons:

Data readiness assessment for new clients lags competitors
Training investments lag competitors

Ipsos MMA - Leaders

Pros:

Offers premier consulting-led measurement for continuous optimization
White-glove consulting approach coordinating data, technology, measurement, and optimization
Activate application provides market-leading user experience, reporting, and collaboration
Functionally comprehensive platform for managing data, building models, creating marketing plans, and optimizing investments
Reference customers validate strengths in measurement methodologies, scaling measurement programs, and training
Strong ability to translate measurement results into actionable business recommendations
Leverages parent company Ipsos's global footprint for worldwide market support
Vision for end-to-end workflow connecting data, unified analytics, and feedback with always-on decisioning

Cons:

Needs to strengthen vertical-specific competencies and assets
Should develop more agency and technology partnerships
Could better extend integrated offerings with parent company Ipsos for broader data and global coverage

Circana - Contenders

Pros:

Strong data assets from IRI merger with NPD
Large geographic footprint with 500 marketing subject matter experts serving 35+ verticals
Strong data management and services offering with automation data prep capabilities
Access to 210 million-plus loyalty card data assets
Point-of-sales data allows consumer goods industries to measure media performance and understand customer-buying patterns
Well-defined roadmap dividing investment across foundational updates and innovation
Expansive partner ecosystem with accolades from advertising associations and tech partners

Cons:

Vision unclear on how data assets create deeper business and marketing performance insights
Demonstration of marketing measurement capabilities was minimal
Reference customers not as satisfied with scenario-planning and tactical-marketing analysis capabilities
Post-NPD merger analytics offering still developing to match competitive offerings

Course5 Intelligence - Challengers

Pros:

Large global footprint with hundreds of data scientists and engineers
Strong analytical expertise and engineering talent
Analytics offering extends beyond marketing to customer behavior, supply chain, and market insights
Wide array of analytics and data-driven solutions

Cons:

Marketing measurement offering is still nascent
Vision omits how marketing insights drive broader business decisions and growth
Roadmap lacks specific investment and timeline details
Account management and onboarding lags competitors with ambivalent approach and lack of frameworks
Technology platform lacks sophisticated scenario-planning features and activation capabilities
Reference customer indicated data gathering and sourcing for measurement initiatives was time intensive

Kantar - Contenders

Pros:

Recent Blackwood Seven acquisition strengthens scalable cloud-based platform intention
Core strengths in onboarding, client management, and deep brand and performance insights
Very strong strategic marketing analysis capabilities providing spectrum of complex brand, performance, and customer insights
Can analyze impact of marketing on brand equity and short-term sales
Impressive client roster and global presence supporting large enterprise clients in various locations
Roadmap aligned to vision with significant focus on Blackwood Seven platform investment
Reference customers satisfied with platform UX capabilities

Cons:

Did not articulate cohesive innovation strategy
Clients may experience disconnect between platform and services experiences during Blackwood Seven integration
Lags on technical and data science talent - lacking third-party professional upskilling and training for internal resources

Nielsen - Contenders

Pros:

Deep media expertise and expansive access to media performance and sales data
800 functional and management consultants plus 100+ technical resources
Access to in-store sales data offers unique insights for CPG client base
Solid data management capabilities with deep experience manipulating and integrating data from various sources
Deep and expansive proprietary media exposure and store level sales data
Measurement at scale across wide range of digital providers, publishers, and media companies
Vertical expertise in automotive, retail/restaurant, and general manufacturing beyond CPG

Cons:

Vision laser focused on democratization of insights but lacks broader perspective on business impact
Roadmap lacks specific details on areas of concentration and investment
Reference customers not as satisfied with marketing campaign and tactic analysis
Ability to build marketing tests to measure uplift lags competitors
Changing media measurement landscape may impact ability to measure performance across entire mix

TransUnion - Strong Performers

Pros:

Data savant with vast data assets including identity graph
TruAudience marketing solution platform delivers strong data assets coupled with powerful marketing analytics expertise
Access to third-party data sources (Brandwatch, Pathmatics, iSpot)
Over 470 experienced data and analytics professionals, 1,000 data engineers, and 300+ consultants
Creates closed-loop measurement system connecting data assets, insights, optimization, planning, and execution
30 offices worldwide with remote support in other regions
Reference customers very satisfied with platform collaboration and marketing planning/optimization capabilities
Sharp focus on insights to activation and synthesizing optimization for tactical marketing planning and media buying

Cons:

Platform lacks user-friendly experience compared to competitors
Roadmap lags behind others due to lack of details
Lacks clear global strategy for client management and partnerships for enterprise companies with growing brands in emerging markets

FAQs

Q: Which vendors are Leaders in 2023?

A: Analytic Partners, Ekimetrics, Gain Theory, Ipsos MMA

Q: What does "Leader" mean in Forrester Wave terms?

A: Leaders in the Forrester Wave are providers that have the strongest current offering and strategy in the marketing measurement and optimization market. They demonstrate excellence across key criteria including business scenarios and impact, measurement methods and management, client engagement and services, data management and services, talent, technology platform, and global capabilities. Leaders also show strong vision, innovation, detailed roadmaps, robust partner ecosystems, and talent strategies that position them to help B2C marketing professionals drive growth through measurement expertise, agile practices, and insights that support brand, growth, and efficiency objectives.

Q: How do I interpret a Forrester Wave?

A: https://www.forrester.com/policies/forrester-wave-methodology/

Report:

Top Vendor Products for Marketing Measurement And Optimization in 2023

Marketing Measurement And Optimization Vendor Product Comparisons 2023

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FAQs

Q: Which vendors are Leaders in 2023?

Q: What does "Leader" mean in Forrester Wave terms?

Q: How do I interpret a Forrester Wave?

Reference