GroupM tops Forrester ‘cross-channel attribution’ media survey – but for what exactly?

Here’s a press release from WPP’s media management company GroupM citing its high rating in a survey from respected media futurists Forrester Research. But could someone tell us what it means?

NEW YORK – GroupM’s Business Science unit and its LIVE technology platform have been cited by a leading independent evaluator as a top provider in the cross-channel attribution space, the only media agency group to be recognized.

The finding came in a report issued by Forrester Research, Inc. which defined cross channel attribution as, “the practice of using business rules to allocate proportional credit to any marketing communications, across all channels, that ultimately lead to the desired customer action.”

The report, entitled “The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012,” was based on Forrester’s extensive screening of 60 cross-channel attribution providers. The evaluation included in-depth client interviews, capability presentations and technology demonstrations.

“We looked for vendors that provide a full service attribution offering, including professional services and advisory; implementation services; an attribution interface; and insights generation and analytics,” Forrester wrote in the report.

“GroupM offers a competitive option. GroupM’s attribution offering is composed of the LIVE technology platform and the consulting and analytics services delivered through its Business Sciences unit,” according to the Forrester report. “The LIVE platform has a large presence in both online and offline channels that makes GroupM a solid performer in the cross-channel attribution space.”

Forrester evaluated the product suppliers against 67 criteria under three categories: current offering, strategy, and market presence.

The Forrester report cited GroupM’s LIVE technology platform specifically.

“GroupM’s LIVE platform is the surprising dark horse in this attribution space,” the Forrester report stated. “As a WPP-owned entity, GroupM is typically thought of as a media investment management operation. However, its LIVE platform tool provides cross-channel attribution at an aggregate level, using an advanced algorithmic approach. Additionally, the tool does incorporate a vast number of data points across different interaction points. Its experience in media management, coupled with an analytical attribution platform.”

“We’re honored to be the only media agency group recognized as a top provider in the cross-channel attribution space,” said Dominic Proctor, President of GroupM Global. “The robust set of capabilities we have in our Business Science practice is enhancing our client’s performance by providing them with predictive insights that optimize their brand campaigns and shape purchase behavior in both online and off-line environments. Our focus on improving our Business Science consulting services and our LIVE technology platform has significantly helped our clients determine that their marketing investments are more measurable, accountable, and transparent.” Proctor also pointed out that several clients from GroupM media service agencies Maxus, MEC, MediaCom and Mindshare participated in the survey.

Does Dominic Proctor (pictured), an old media hand who used to like a game of golf, go around in a lab researcher’s white coat these days?

“Cross-channel attribution at an aggregate level, using an advanced algorithmic approach.” Still can’t work it out.

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