By Amy Wright on October 24, 2016
Gartner just recognized Impact Radius as a provider in its Market Guide for Attribution and Marketing Mix Modeling.
Gartner’s report addresses the growing challenge of measuring the true impact of marketing investments. The guide aims to help marketers navigate their options by providing an objective view of the vendors in this space.
Impact Radius was highlighted for both our multi-touch attribution (MTA) and marketing mix modeling (MMM) functionality. The report cites our ability to provide same-day access to performance data and capture both online and offline media in our conversion path analysis. It points to our roots in performance marketing and our incorporation of ad fraud technology as a key differentiator.
Gartner recommends marketers consider the Impact Radius solution if they are heavily invested in digital display media and want a self-service platform with unified measurement.
Marketing technology requires a significant investment of budget and human capital. Those who carefully assess their needs and options get the best results. Gartner’s Market Guide for Attribution and Marketing Mix Modeling is a good resource for this purpose. It provides a comprehensive assessment of the problem’s marketers face and the vendors who offer viable solutions.