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Market Guide for Marketing Mix Modeling, June 2022

Gartner, a company delivering actionable, objective insight to executives and their teams, analyzes the Marketing Mix Modeling solutions landscape for Marketing Operations leaders looking to drive better financial outcomes from marketing performance and identify the vendor best suited to fit their needs.

IRI was listed as one of 15 Representative Vendors in this market. These solutions are an increasingly critical measurement tool for marketers with four unique capabilities:

  • Quantifying External Impacts
  • Focus On Incremental Measurement
  • Estimating Cross-Channel Effects
  • Incorporating Online & Offline Conversions

Gartner outlines the why Marketing Mix Modeling solutions are being adopted with the backdrop of market dynamics like Digital Data Deprecation, which is driving the need for improved marketing analytics.

Vendors in this Market Guide were selected for showing an innovative approach to solving Marketers needs. You can use this Market Guide to understand how the status of an emerging market aligns with your future plans.

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Gartner, Market Guide for Marketing Mix Modeling, 22 June 2022, Matt Wakeman, Jason McNellis

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