The Forrester Wave™: Marketing Measurement And Optimization, Q3 2023
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were added in this report.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were dropped in this report.
A: Vendors may appear in one Forrester Wave evaluation and not in the next based on several factors: 1) They may no longer meet the inclusion criteria (marketing analytics focus, minimum $25 million revenue from customer analytics engagements, or sufficient Forrester client mindshare); 2) They may decline to participate in the evaluation process; 3) They may only partially participate, resulting in scoring according to Forrester's provider participation policy; 4) Market dynamics and provider offerings change over time between evaluation periods; 5) Forrester conducts primary research to develop the initial pool of providers and narrows the list based on inclusion criteria, which may change between evaluation cycles.