Gain Theory, a WPP company, named a leader in marketing measurement and optimization by global independent research firm

WPP announced that its global marketing effectiveness and foresight consultancy, Gain Theory, has been named a Leader in The Forrester Wave™: Marketing Measurement And Optimization Services, Q1 2026. Forrester’s report noted: “Gain Theory’s distinctive vision is to empower brands to realize unmatched, quantified value from marketing and broader business insights.”

Manjiry Tamhane, Global CEO of Gain Theory, said: “To us, Gain Theory’s recognition as a Leader in Forrester’s rigorous, independent assessment of major marketing measurement and optimization providers underscores our unwavering commitment to client success. We are dedicated to empowering clients to transform our insights and recommendations into actionable, measurable business growth. In an uncertain world, foresight, scenario planning and war-gaming are critical. Our distinctive HiFusion™ platform and deep AI capabilities uniquely enable clients to navigate complexity and drive measurable business results.”

Cindy Rose, CEO of WPP, added: “We believe that for Gain Theory to be named a Leader by Forrester speaks volumes about their relentless innovation and WPP’s commitment to truly powering our clients’ success. To us, this isn’t just recognition; it’s a powerful acknowledgment that our clients are leveraging the world’s most advanced, AI-driven marketing effectiveness solutions available today.”

Gain Theory is positioned highest in the Strategy category. According to the report, “Customer interviews elicited positive feedback for several of Gain Theory’s executive leaders.” They also received the highest possible score (5 out of 5) in 20 criteria Forrester used to evaluate the providers.

Strategy Category:

• Vision
• Innovation
• Pricing flexibility and transparency
• Global delivery strategy

In relation to innovation, Forrester’s evaluation said: “funnels significant funding into innovation with planned enhancements focused on measuring and testing new and emerging channels, in-campaign tracking, and adaptable ‘war-gaming’ that includes competitor behavior and cultural shifts.”

Marketing measurement and optimization capabilities: 

• Strategic marketing mix analysis
• Unified measurement analysis
• Incrementality testing
• Attribution modeling
• Marketing budget optimization
• Campaign and tactical measurement
• Scenario planning
• Client model testing and integration
• Outside factor measurement

Forrester’s analysis noted: “Gain Theory’s strengths include deep AI-driven creative measurement capabilities and demonstrated strength in global client service. The interoperability of its HiFusion™ platform provides flexibility for simultaneous measurement of multiple KPIs via various methodologies and strong integrations with client-provided models. Its unique Marketing Impact Readiness Assessment (MIRA) framework provides data guidance for future measurement tests and speeds data ingest.”

Data

• Data quality and taxonomy consulting
• Benchmarking data
• Data partnerships

Forrester’s report noted: “Gain Theory also taps its own and WPP’s data partnerships for benchmarking, scenario planning, audience measurement, and brand valuation.”

Consulting

• Change management consulting

Forrester said, “consulting capabilities are solid across the board.”

Client experience and satisfaction

• Client onboarding and engagement management

The Forrester report noted: “Customers value Gain Theory’s transparency, engagement, modeling accuracy, and local modeling teams.” Gain Theory also received above average customer feedback.

Technology

• Technology platform
• Measurement dashboards and reports

Forrester’s profile of Gain Theory concluded: “Gain Theory’s vision for deeper and broader marketing measurement and its flexible, modular offerings make it a good fit for a wide range of organizations.”

Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here .

Further information
WPP Communications
press@wpp.com

About WPP
WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit www.wpp.com.

About Gain Theory 
Gain Theory is a global marketing effectiveness and foresight consultancy. It helps brands realize unmatched value and maximize the return on their marketing investments by providing data-driven insights and strategic recommendations across marketing measurement, optimization, and strategy. Gain Theory combines advanced analytics, proprietary technology, and deep industry expertise to empower clients with the confidence to make smarter decisions and achieve sustained growth.

www.gaintheory.com