Gain Theory recognized as a Leader in marketing measurement and optimization by global independent research firm

Accelerate growth with a Leader

Gain Theory has been named a Leader in The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023.

In producing this Forrester Wave™ report, Forrester evaluated the 9 most significant marketing measurement and optimization providers against 38 criteria spanning three categories: Current Offering, Strategy, and Market Presence.

The Forrester Wave™ states that “Gain Theory shines with impressive services and deep ad ecosystem expertise. Gain Theory excels in providing high-touch services for insight development and analyzing future marketing investment opportunities”.

The Forrester report also describes Gain Theory’s innovation roadmap as “…differentiated, with a focus on building next generation business models, creative optimization insights, and using GenAI to enhance platform capabilities.”

Gain Theory received the highest scores possible in 17 criteria across all three categories, including:

Current Offering:

  • Strategic Marketing Mix Analysis
  • Marketing Optimization and Budgeting
  • Insights-Driven Business
  • Model Testing & Value
  • External and Proprietary Data
  • Global Partnerships
  • Technology:
    • Marketing Dashboards and Reports
    • Collaboration
    • Marketing Planning and Activation


  • Innovation
  • Roadmap
  • Talent Strategy
  • Pricing Flexibility and Transparency

In relation to Gain Theory’s technology platform, the Forrester evaluation states that “multiple reference customers indicated the reason they selected Gain Theory was for its technological flexibility and insights access. They especially like the platform’s usability, collaboration, and planning and activation capabilities.

The Forrester report also notes that “global enterprises with multiple brands, large marketing and media budgets, and the need for partner teams in various global locations should consider Gain Theory.”

Contact us to learn more about our status as a Leader in Marketing Measurement and Optimization.