I-COM 2017

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I-COM 2017 April 24-27, 2017 |Porto, Portugal Sequent Partners presents at I-COM’s “Marketing Effectiveness Across Channels” session chaired by Scott McDonald of ARF.  Their presentation – “Building Bridges: Current Practices in Attribution and ROI Analysis,” highlights the developments needed to … Continued

MediaPost: Analysis Finds Nielsen Data Used By Modelers Undercounts TV’s ROI By As Much As 20%

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Originally published in MediaPost.  By Joe Mandese A first-of-its kind analysis of TV audience data used by modelers to measure the return on investment (ROI) for ad spending found that it is sorely lacking, and in some cases misrepresents TV’s … Continued

Accelerating Attribution

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Attribution, according to the Coalition for Innovative Media Measurement (CIMM) Lexicon, is “the reason that a prospective customer does what they do. More specifically, why they came to the site, entered the funnel, and performed a given action. (Source: Mediamath)”  … Continued