Independent Research Firm Wave Report: Search Marketing Agency Evaluation

Independent Research Firm Wave Report — Search Marketing Agency Evaluation, Q4 2006

iProspect was among the select companies that Forrester Research invited to participate in The Forrester Wave: Search Marketing Agencies, Q4 2006 report. In this evaluation, iProspect received top scores for both "current offering" and "strategy," and was the sole agency to be placed in the "leaders" category of the Wave.

The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

Offering, Strategy, and Market Presence:

After examining past research, user need assessments, and vendor and expert interviews, Forrester developed a comprehensive set of evaluation criteria. They evaluated vendors against 56 criteria, which were grouped into three high-level buckets:

Current offering: Forrester reviewed agencies’ tools and processes for managing paid search and search engine optimization (SEO) for enterprise clients. The firm also evaluated capabilities that spanned across these specialties, including campaign planning, keyword management, reporting, and services and support.

Strategy: Because search marketing is still relatively young, Forrester evaluated agencies’ visions for the future of search marketing and their plans for meeting marketers’ changing needs. The firm paid particular attention to the tenure, maturity, and leadership of management teams, as well as to how product, vertical, and global expansion plans supported vendor goals.

Market presence: In addition to revenues and financial well-being, Forrester also looked at the size and tenure of companies’ employee bases; the employee training vendors provide; and the volume, quality, and retention of customers.

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