Ekimetrics recognized as a Leader in Marketing Measurement and Optimization

Ekimetrics is recognized as a Leader in The Forrester Wave™: Marketing Measurement and Optimization Services, Q1 2026.  We believe this recognition underscores the strength of our vision and our ability to execute at scale. As organizations face growing complexity, volatility, and pressure to prove impact, marketing measurement is no longer a support function, it is an enterprise capability. Ekimetrics is defining what that capability looks like in practice and at scale.

This recognition comes shortly after Ekimetrics was recognized as a Visionary in the 2025 Gartner® Magic Quadrant™ for Marketing Mix Modeling, reinforcing a trajectory we have deliberately pursued and consistently built: moving marketing measurement beyond isolated analytics toward transparent, accountable systems that drive enterprise-wide decision-making.

Why enterprise measurement matters now

At Ekimetrics, we believe measurement that does not support decisions is no longer sufficient. The gap today between organizations that use measurement to drive decisions and those that merely report on performance is widening, and becoming structural. For executive teams, the ability to measure accurately has indeed become a critical enabler of decision quality — determining how quickly organizations adapt, how confidently they arbitrate trade-offs, and how effectively they turn measurement into a decisive source of resilience and competitive advantage over time.

The organizations pulling ahead today are those that:

• connect marketing measurement to enterprise growth objectives,
• scale insights across markets and functions,
• and embed insights into the moments that matter, enabling teams to act with confidence rather than simply consume analysis.

This shift exposes the limits of many MMM approaches, which still produce insight without creating alignment, accountability, or sustained decision impact

What distinguishes Ekimetrics

In the Forrester Wave™, Ekimetrics is noted for its strategy focused on embedding measurement throughout a client’s organization, its excellent modeling and consulting capabilities, and a delivery model led by business scientists.

Ekimetrics has established MMM as an enterprise capability, not a standalone analytics exercise. Measurement at Ekimetrics is designed to scale — across markets, functions, and governance levels — adapting to each organization’s operating model rather than imposing a one-size-fits-all framework. This allows enterprises to connect marketing performance directly to broader business outcomes over time.

Ekimetrics brings proven experience across complex sectors such as CPG, Retail, Luxury, and Beauty — environments where marketing performance depends on the interplay between media, pricing, promotions, merchandising, and organizational constraints.

Advanced modeling is paired with expert-led delivery to ensure continuity and accountability in these complex, multi-lever environments. All initiatives are led end-to-end by dedicated experts, the business scientists, who combine deep analytical expertise with business and organizational understanding. This model reduces fragmentation between insight generation and decision-making, ensuring that measurement translates into concrete, enterprise-level decisions and sustained impact beyond initial deployment.

Transparency and adoption are not add-ons — they are core design principles. Ekimetrics’ operating model places transparency and adoption at the center of measurement. By prioritizing explainability, change enablement, and long-term client partnership, Ekimetrics ensures that models are understood, trusted, and actively used, not treated as black boxes.

Turning measurement into shared decisions

One.Vision is the engine behind Ekimetrics’ ability to scale enterprise Marketing Mix Modeling programs. It industrializes modeling capabilities while giving clients and their teams direct access to a shared platform — embedding measurement into a continuous, collaborative decision process rather than a series of disconnected studies.

Enabled by this approach, leading global brands rely on Ekimetrics to:

• embed measurement across the enterprise,
• connect marketing performance to business growth,
• and establish shared decision routines that strengthen alignment across functions and governance models.

Clients consistently recognize Ekimetrics as a reference for modeling transparency and continuity in client teams — a prerequisite for sustained trust and decision ownership at scale. Without it, even the most advanced measurement remains disconnected from real decisions.

Examples of enterprise MMM in action include global initiatives at Accor, LEGO Group, Coty or Nestlé.

Shaping the future of measurement

Forrester’s recognition reinforces a trajectory we’ve been building toward: moving from periodic MMM studies to enterprise decision intelligence — where data science, AI, and human expertise work together to power continuous, explainable decisions. Ekimetrics’ roadmap is structured around three priorities:

• Strengthen the intelligent core: standardized frameworks and data pipelines, deeper causal and Bayesian modeling (multi-KPI), and broader coverage across channels and geographies.
• Connected decisioning at scale: AI-assisted scenario and budget planning in One.Vision, collaboration features for cross-functional teams, and tighter integration of MMM with experimentation and always-on digital monitoring.
• Entreprise decision intelligence: explainable, governed automation to support more complex trade-offs— across marketing, finance, and sustainability — and continuous optimization over time.

These priorities are enabled by a modular platform approach, ecosystem partnerships, and dual-profile talent — ensuring measurement translates into decisions and adoption at scale.*

“This recognition from Forrester aligns with our conviction that marketing measurement creates value only when it addresses critical business use cases and is fully embedded into decision-making,” said Jean-Baptiste Bouzige, CEO of Ekimetrics. “Our focus has always been on the last mile, turning complex models into trusted, actionable decisions that scale across the enterprise.”

Organizations that fail to embed measurement into decision-making will continue to optimize in silos. As a reference partner for organizations seeking to build resilience and deliver measurable business impact at scale, Ekimetrics is setting the benchmark for enterprise marketing measurement — where alignment, accountability, and future-ready decision-making are built in by design.

👉 Read the full Forrester Wave™ report: Marketing Measurement and Optimization Services, Q1 2026.

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