The Marketing Measurement & Optimization Landscape, Q2 2023
In this report, Forrester Research provides an overview of Market Maturity, Market Dynamics and Service Providers. Circana was listed as one of 17 Notable Vendors in this report in the “large vendor” segment.
With a drastically changing marketing and media landscape, along with the explosion of new media channels, it’s increasingly important for marketing leaders measure the incrementality of marketing efforts, understand optimal channel mix, and identify areas for future investment. A recent survey conducted by Forrester found that “30% of US B2C marketing and advertising executives said they are reviewing their marketing measurement approach to ensure they are using the appropriate data when considering the data-related changes in the ecosystem”
Further, the research outlines 7 top business scenarios when assessing the vendor landscape and determining what is most relevant for your business:
- Strategic Marketing Mix Analysis & Reporting
- Paid Media / Ad Campaign Tactic Analysis
- Marketing Measurement & Optimization Budgeting
- Scenario Planning for Marketing Strategy
- Marketing Campaign & Tactic Analysis
- ML Unified Measurement Analysis
- Experimental Design
You can use this Landscape Report to get ready to respond to changes in the market place and ensure your marketing investment is working for you! We hope to connect with you to show how our solutions will help you turn the complexity of media into clarity with Accuracy, Granularity and Speed.
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Forrester, The Marketing Measurement And Optimization Landscape, by Tina Moffett, with Emily Collins, Benjamin Nagle, Christine Turley, May 3, 2023