New Forrester Wave Sets Benchmark for MMM Vendor Selection
Forrester's 31-criteria framework helps APAC CMOs evaluate marketing mix modeling vendors as 53% now use MMM for ROI measurement. Analytic Partners leads.
Forrester Research released its 2026 Wave report for marketing measurement and optimization services this quarter, evaluating providers against 31 distinct criteria spanning data quality, innovation roadmaps, and client onboarding capabilities. Analytic Partners achieved the highest Current Offering score, earning maximum ratings in 21 of the 31 assessment categories.
The evaluation framework arrives as 53% of Asia-Pacific marketers now use marketing mix modeling (MMM) as their core ROI measurement tool, according to Nielsen's 2026 data. The comprehensive assessment methodology provides Asian CMOs with practical benchmarks for evaluating their own measurement partners during vendor selection processes.
Analytic Partners Tops Current Offering Category
Analytic Partners received perfect scores across scenario planning, talent strategy, global delivery strategy, innovation, change management consulting, and training categories. The company's product suite, ROI Genome and GPS Enterprise, was recognized for providing "superior scenario planning, campaign-level measurement, outside factor analysis and benchmarking," according to the Forrester report.
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"In an era of unprecedented change, C-suite leaders are demanding the ability to make better decisions faster," said Nancy Smith, president and CEO at Analytic Partners. The recognition follows the company's 2025 designation as a Leader in the Gartner Magic Quadrant for Marketing Mix Modeling Solutions, where it ranked highest in execution and furthest in completeness of vision.
The firm maintains more than 600 onshore consultants across localized markets, serving multinational clients through its NorthStar Academy training hub. Recent acquisitions of Magic Numbers and Analyx have expanded capabilities for enterprise clients seeking advanced measurement infrastructure.
Framework Addresses Regional Measurement Challenges
Forrester's assessment methodology weights data quality at 15%, innovation roadmap at 20%, and client onboarding at 10% of the overall evaluation. The framework aligns with Asia-Pacific's shift toward triangulated measurement combining MMM, geo-incrementality testing, and attribution modeling.
Southeast Asia's growing connected TV and over-the-top video markets, particularly in Indonesia and Thailand, require providers to deliver unified cross-screen measurement spanning mobile, television, and desktop environments. Ipsos MMA earned "Customer Favorite" status in the same report for its Activate platform and hands-on change management approach, scoring maximum points in 20 of 31 criteria.
"Global enterprises needing education to build a measurement culture should consider Analytic Partners," the Forrester Wave report noted. An anonymous client cited in the evaluation added that "AP's strategic thought partnership and global footprint deliver positive ROI."
Strategic Partnerships Expand Measurement Capabilities
Analytic Partners continues investing in AI-powered insights and dynamic analysis tools. The company maintains an exclusive arrangement with Visa providing share-of-wallet and loyalty insights through its GPS Enterprise platform, enhancing loyalty program measurement for financial services clients.
Ekimetrics also received recognition in the report for evolving MMM into AI-driven decision-making systems. Maggie Merkle, chief customer officer at Analytic Partners, stated that "while technology is the engine, our people and localized expertise are what drive real transformation for our clients."
The 31-criteria framework provides Asian marketing leaders with structured assessment parameters as regional CMOs prioritize causal lift metrics and incremental return on ad spend to align marketing investments with financial outcomes. Forrester recommended Analytic Partners specifically for global enterprises looking to establish advanced measurement capabilities across multiple markets.
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