Gain Theory has been named a Strong Performer in The Forrester Wave™: Marketing Measurement and Optimization Solutions, Q1 2020. The report states: “Firms looking for more complex insights and drivers of marketing performance should put Gain Theory on their short list”.
Gain Theory received the highest score possible across ten criteria:
- Unified Measurement Methodology
- Testing and Experimental design
- Training and Change Management Services
- Marketing Strategy Consulting
- Engagement Structure
- Marketing Dashboards and Reports
- Delivery Model
- Global Partnerships
- Global Customers
- Global Strategy
The report recognizes Gain Theory’s work measuring marketing’s impact on both short and long-term business objectives and helping clients develop plans to optimize multiple objectives simultaneously. Forrester also notes Gain Theory’s deep focus on change management to help clients with the skillset development and organizational restructuring often required to activate marketing insights.
Forrester gives Gain Theory high marks for its Unified Measurement approach which “leverages a system of models that iterate and inform each other”. Gain Theory’s approach is unified at three levels: data, analytics and outcomes and crafted to individual client needs. Clients note that the “sophistication” of Gain Theory’s unified model is its “main strength”. Also cited is Gain Theory SensorTM which combines individual and aggregate data to measure the value of individual campaign tactics and to conduct in-campaign tests. Sensor is a component of Gain Theory’s Unified Measurement approach but can also be used as a stand-alone solution.
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