Forrester Publishes Marketing Measurement Wave Rankings
Forrester published The Forrester Wave: Marketing Measurement And Optimization Services, Q1 2026 earlier this week, evaluating 12 consulting-focused providers including Acxiom, Analytic Partners, Kantar, and TransUnion. The report finds top vendors broadening services into creative, supply-chain, and pricing measurement, mapping generative/agentic AI roadmaps, strengthening data partnerships, and urging clients to use its compare-vendors tool to shortlist providers.
Scoring Rationale
Authoritative, actionable Forrester vendor evaluation drives procurement decisions; limited novelty as a routine quarterly market assessment.
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