Gartner Market Guide for Attribution and Marketing Mix Modeling

October 4, 2016

Gartner’s 2016 Market Guide for Attribution and Marketing Mix Modeling Cites Analytic Partners as a Representative Vendor


Gartner’s September 30, 2016 Market Guide for Attribution and Marketing Mix Modeling has been released. In it, Gartner included Analytic Partners as a Representative Vendor, for MTA and MMM Software Providers.


The report notes that marketing leaders and analytics professionals are captivated by the promise of MMM and MTA. MMM and MTA have different strengths and uses that can be complementary but are also difficult to combine.  According to Gartner, by 2017, marketers expect most of their decisions to be analytically informed. But in-house teams are often not skilled enough (or lack the tools) to tackle it all on their own.  Gartner’s report includes a decision tree to identify which measurement solution to use and what key questions should be asked.


“Gartner reports like this are critically important to guide marketers in the selection of the right partner. The rapid expansion of the analytics sector has brought so many new companies into the space with a confusing array of solutions – both proven and new, “ said Nancy Smith, president, Analytic Partners.


Perspective from Analytic Partners

Combining Marketing Mix Modeling and Multi-Touch Attribution can yield tremendous insights but can be a complex process.  It requires a sophisticated and adaptive modeling approach and the ability to distill the findings into easy to understand implications. Choosing the right partner who can uniquely do all of these things is critical for success.


Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.