Gain Theory, a global marketing effectiveness consultancy, is included in Forrester’s report “Three Requirements Every CPG Marketer Needs to Select a Marketing Measurement Vendor” released May 6, 2020.
Forrester’s report details how CPG marketer’s measurement needs differ from those of marketers in industries with greater access to consumer data and outlines the CPG-specific capabilities needed from partners to optimize marketing budgets.
The Forrester report states that B2C marketers in the CPG industry have minimal access to customer-level data. Due to using third-party distributors, like grocers, and indirect relationships with customers the availability of customer-level purchase data is severely limited.
Therefore, CPG marketers require unique marketing measurement approaches and rely upon robust assistance with data and analytics to understand the impact and results of their marketing campaigns.
Gain Theory is cited as a vendor that has the specialized capabilities and experience that CPG marketers need. Specifically, the report notes:
- Gain Theory’s cloud-based decision-making platform Gain Theory Interactive “collates vast amounts of performance data across brands and geographies, enabling fast marketing optimizations”.
- Various data assets Gain Theory can access, including, its own proprietary US tracker. “These data assets have information including but not limited to customer behavior, brand insights, and marketing investment data, which can be analyzed together to better understand marketing efficacy.”
Gain Theory has also been named a Strong Performer in The Forrester Wave™: Marketing Measurement and Optimization Solutions, Q1 2020 and is proud to be on Forrester’s shortlist for CPG marketers in this 2020 report.