Forrester analyst Peter Kim offered this update today on the Forrester Brand Monitoring Wave being published in September. Biz360 is one of a handful of vendors being evaluated in what will likely be the most in-depth review of our space to date. I can’t say much about this while the review is still in progress, but I’m confident the attention from Forrester will help marketers understand 1) the importance of monitoring brands across new and traditional media channels and 2) the differences between the service offerings available.

Setting the stage for this Forrester Wave, Peter recently published his views on Reinventing the Marketing Organization (July 13, 2006). One premise of his piece is that large media buys are becoming, and will continue to become, less effective for generating brand loyalty and revenue. He recommends starting to move those dollars toward technology investments that help marketers 1) understand customer preferences better and 2) create more meaningful experiences for customers.

Note the movement of money bags in the chart above from large media buys –> customer-centric technologies, including brand monitoring. Who knew corporate vaults still had Scrooge McDuck-style money bags?

Source of graphic: Forrester’s Reinventing the Marketing Organization by Peter Kim, published on July 13, 2006. To purchase the full report, click here.