WPP’s Theory of Gain Named a Leader in Marketing Measurement

Gain Theory, a global foresight consultancy that accelerates the growth of ambitious brands, has been named Leader in The Forrester Wave™: Marketing Measurement and Optimization Solutions, Q1 2022.

The Forrester MMO Wave evaluates and benchmarks leading marketing measurement and optimization vendors against current offering, strategy, and market presence. Forrester categorizes vendors as Leaders, Strong Performers, Contenders, or Challengers.

The Forrester report states that “large global enterprises with complex marketing budgets looking for highly tactile services should put Gain Theory on their shortlist” and notes that “Gain Theory’s service offering really shines among the competition.”

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Gain Theory received the highest possible scores on 13 criteria, defined as superior to other vendors in the assessment. Gain Theory’s highest scores include the use case criteria of “Brand Portfolio Management”, “Omni-Channel Marketing Strategy and Planning”, and “Insights Driven Business”. Gain Theory was also awarded full marks in the criteria of “Unified Measurement Methodology”, “Marketing Strategy Consulting”, “Business Strategy Consulting” and “Change Management Consulting”.

Of note is the best possible rating given to the theory of gain in the “unified measurement methodology”. The report states that “Gain Theory’s long-term approach is to advance its planning and optimization recommendations by incorporating more customer behaviors and data signals.”

In terms of Gain Theory’s ability to provide advice on enterprise-wide levers of business growth, top marks were also given to the “Business Strategy Consulting” criterion which assessed the ability of providers to apply its measurement and optimization capabilities in areas such as customer churn analysis, pricing analysis, demand generation analysis and other functional insights .

In a time of unprecedented change and uncertainty, organizations need a more holistic and forward-looking approach to accelerate their growth. We have enabled our clients to do this by activating smart business strategies that merge hindsight, insight and foresight. We are delighted with our leadership position in Forrester’s Wave report,said Gain Theory Global CEO Manjiry Tamhane, “This confirms for us the unique value we provide to our customers around the world who trust us to focus on what matters most, quickly simplify the complex and ultimately make a significant difference in their business performance.

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Sharon D. Cole