Gartner Research

Six Types of Providers for Marketing Performance Management

Published: 12 August 2011

ID: G00216187

Analyst(s): Kimberly Collins

Summary

Pressure is on CMOs to be more accountable, measure marketing performance and optimize the marketing mix for the best ROI. However, the market for marketing performance management is not cohesive, with solutions coming from multiple provider types, each with its own strengths and challenges.

Table Of Contents
  • Overview

What You Need to Know

Analysis

  • MPM Solution Support and Remaining Immaturity
  • Six Main Categories of MPM Providers
    • Professional Service Providers
    • Marketing Service Providers (MSPs)
    • Creative, Media Buying and Interactive Agencies
    • Business Intelligence (BI) and CPM Solutions
    • Marketing Application Technology Providers
    • Specialty Marketing Analytics Solution Providers
  • Trends in MPM Approaches

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