Forrester Research’s “Vendor Landscape: Marketing Measurement And Optimization Solutions” helps marketers make sense of how the market place is leveraging technology, data and services to quantify business impacts. To get ahead marketers need to take a fresh look at current marketing measurement approaches. This vendor landscape is useful for marketers and analytics pros looking to improve their ability to measure the financial contribution of marketing and better understand and assess how this range of offerings fits with their needs.
Key Takeaways
- Technology Evolution Boosts Marketing Measurement – Technology’s continuing march is disrupting the established marketing measurement industry, creating new options for marketers.
- Three Capabilities Define A Range Of Offerings – Marketing measurement offerings differ on three important dimensions: the breadth and sophistication of analytic techniques offered, the tools the marketer can directly access, and the supporting services the vendors offer to maximize value.
- Re-Evaluate Your Marketing Measurement Strategy – The new diversity of marketing measurement offerings means B2C marketers at all firms — experienced and novice measurers, large and small brands — should take a fresh look at how they measure marketing to ensure that they don’t fall behind competitors.
Access this valuable vendor landscape today.