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Competing on analytics sounds like a good thing, but is your organization actually living it? This past week at the OMMA Metrics and Measurement conference in San Francisco, we heard several agencies talk about how analytics aren't just a piece of the business, but are the key drivers in helping their clients kick the s#$t out of their competitors. Knowing how to successfully arbitrage and optimize the trigger points of the entire funnel through the use of technology and ingenuity takes not just smart minds but incredible discipline and stamina.

From a large and diverse pack, Forrester singles out Interpublic's R/GA, WPP's VML, Sapient Interactive, and WPP's Ogilvy Interactive as leading all interactive agencies "because of their overall strategic skills, execution and development capabilities, measurement and analytics skills, social and emerging media prowess, unique company visions, and high client ratings," according to Forrester analyst and report author Sean Corcoran. WPP's Wunderman, Razorfish, and Omnicom's Organic also ranked as "leaders" in the space, while slightly less auspicious "strong performers" included Omnicom's RAPP, Interpublic's Draftfcb, Rosetta, and AKQA.