January 17, 2020
Gain Theory, a WPP global marketing effectiveness consultancy that empowers marketers to create agile, smarter, data-informed cultures via data, technology and advanced analytics has been named a Strong Performer in The Forrester Wave™: Marketing Measurement and Optimization Solutions, Q1 2020. Gain Theory received the highest score possible for ten criteria including: Unified Measurement Methodology; Training and Change Management Services; Marketing Strategy Consulting; Engagement Structures; Marketing Dashboards and Reports; and 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. The report states: "Firms looking for more complex insights and drivers of marketing performance should put Gain Theory on their short list." Forrester notes Gain Theory’s "investments in data partnerships and machine learning to increase speed of insight." 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 Sensor™ 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.
"We are delighted to be recognized as a Strong Performer in Forrester’s Wave report," said Gain Theory Global CEO, Manjiry Tamhane. "It confirms for us the unique value that we deliver to our clients globally who trust us to make a meaningful difference to their business performance through our focus on improving marketing efficiency, growing market share and seeing baseline profits and share price grow. At Gain Theory we are passionate about inspiring marketing excellence and creating data-informed cultures. Championing our clients and solving their challenges is what makes our people thrive and we believe the Forrester Wave result is a testament to this."
About Gain Theory
Gain Theory is a global marketing effectiveness consultancy, empowering marketing and insight professionals to create agile, smarter, data-informed cultures using data, technology and advanced analytics.
As an independent practice within WPP, Gain Theory is trusted by clientsaround the world to enhance business performance in both the short and long-term by improving marketing effectiveness and efficiency, increasing baseline profits, growing market share and driving share price growth.
The global team consists of 200+ consultants, data scientists, mathematicians and marketing technology specialists who operate globally servicing 113 markets worldwide.