Will Scully-Power


Campaign Attribution :: Forrester Wave Report
October 22, 2009, 7:44 pm
Filed under: Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati | Tags:

Attribution

In Forrester’s 44-criteria evaluation of interactive attribution vendors,  with ClearSaleing, Visual IQ, and Atlas leading the pack.

ClearSaleing, a standalone attribution tool with rich modeling, comes closest to offering a complete solution, while Visual IQ’s tool is powerful and beautiful but meant only for the big guys.

Atlas is the everyman’s attribution choice, with easy-to-use reports but none of the rich math of the other Leaders.

Next comes \[x+1\], which takes a consultative approach, relying on solid analytics and full service media buying.

Coremetrics follows, offering a site analytics tool with more simplistic but easy-to-use functionality.

Theorem (a white-label data cleanser) and TruEffect (a small display-ad server) focus on data accuracy and the value of algorithmic modeling but are not as robust as the Leaders.

More: http://www.forrester.com/rb/Research/wave%26trade%3B_interactive_attribution%2C_q4_2009/q/id/55372/t/2

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