The Forrester Wave™: Marketing Measurement And Optimization Solutions
The Marketing Measurement And Insights Playbook
The Forrester report found that IRI “has built on its heritage as a strong strategic partner and data provider to the consumer packaged goods (CPG) and retail industries by adding a strong technology foundation to its impressive data assets and industry expertise.” The report goes on to say that IRI moved into the Strong Performer category because of “improvements in the integration of its traditional mix modeling, IRI Lift™ attribution tool and IRI Liquid Data® platform.” The report concludes, “IRI belongs on the short list of any firm (in the CPG) industry looking to increase the sophistication of its use of analytics across its business.”
Market Guide for Advanced Analytics Service Providers for Marketing
According to Gartner, “Marketers rank analytics as one of the top three capabilities for supporting marketing goals. Just as dependence on data accelerates, so does marketers' expectations of it.” Marketing leaders need support when it comes to navigating the volume and complexity of real-time data and insights activation. They may want to outsource this to providers with advanced analytic skills and technology who understand the trends shaping today’s marketing analytics category to help execute against data-driven marketing programs.
Gartner considers the following capabilities essential for providers in this market:
- Marketing focus
- Advanced analytics expertise
- Enterprise client base
- Service-led delivery
We believe this is why IRI has been acknowledged as a representative vendor in Gartner’s Market Guide for Advanced Analytic Service Providers for Marketing.
Leer más and learn more about IRI’s proprietary technology, key differentiators and representative clients.