Market Guide for Attribution and Marketing Mix Modeling (May 2018)
"Marketing leaders turn to attribution and marketing mix modeling providers to help them understand the impact of their marketing and media investments.”* However, it is often challenging to select the right approach, or combination of approaches, that fully meets the needs of the business.
Gartner’s “The Market Guide for Attribution and Market Mix Modeling (May 2018)” outlines representative measurement providers in this complex and fast-moving analytics category, as well as what marketers can do to overcome various challenges when evaluating or managing multitouch attribution and marketing mix modeling initiatives.
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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.
Read the report and learn more about IRI’s proprietary technology, key differentiators and representative clients.
*Gartner Market Guide for Attribution and Marketing Mix Modeling, Martin Kihn, Christi Eubanks, Lizzy Foo Kune, May 30, 2018
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The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018
Forrester has ranked IRI as a Strong Performer in this report “due to improvements in the integration of its traditional mix modeling, IRI Lift attribution tool, and Liquid Data platform.” An IRI client interviewed by Forrester said, “So much of what we measure is integrated, so it is good to have one version of the truth.” This client also praised IRI’s balance of services and technology, telling Forrester, “I can dig into Liquid Data to find the story and tap its experts to dig deeper.” Read the report here
Vendor Landscape: Retail Planning Systems 2017
Forrester’s “Vendor Landscape: Retail Planning Systems 2017” report lists the IRI Retail Analytics Suite among the planning solutions for retailers to consider in their applications road maps.
With new competitors, newly empowered consumers and an increasing range of merchandise, retailers need technology solutions to develop consistent sourcing, supply chain, intelligent retail planning, merchandising, campaigns, planning assortments and marketing plans. Forrester Research shows these activities are becoming more integrated and advises companies to invest in accelerated planning and execution to anticipate changing demand patterns and delight customers. Read the report here