March 29, 2017 The promise of attribution is compelling — analytics at the tempo and granularity of management decision making. Its defining characteristic is that it operates at the individual level — and brings consumer insights back into marketing.
March 28, 2017Marketing Mix Modeling is evolving as a discipline. Sequent Partners recently looked into a number of revealing case studies on behalf of our client MMA, the venerable modeling/analytics company.This work showcases the huge payoff associated with applying precise, reliable modeling analytics to the fuller set of business drivers that … Continued
February 16, 2017 | New York, NY Jim Spaeth and Alice Sylvester of Sequent Partners will be presenting the findings of a new CIMM study on Best Practices in Multi-touch Attribution and ROI Analyses. Join us for the 6th … Continued
Admap – December 2016Attribution modeling has emerged as a more agile, dynamic and granular alternative to the lumbering, macro marketing mix models of the past and moves us on from measuring to managing ROI. But while the science is still … Continued
Jim Spaeth and Alice K. Sylvester from Sequent Partners were published as part of the RAB Radio Impact Reports Series. Their paper, “Marketing Measurement Evolves: Why You Should Care about Multi-Touch Attribution is a preview of the industry’s Attribution Accelerator Forum in … Continued
November 30, 2016Time Inc. in New York City Sequent Partners Organized The First Event Ever Dedicated To Attribution Modeling, In Cooperation With Greenbook.Marketing mix modeling and digital attribution are powerful tools that help us understand which touchpoints drive consumer conversions. … Continued
ObjectivesOur objective is to provide the Council for Research Excellence an in-depth understanding of the principle methods currently used to estimate advertising ROI and take actions, such as budget allocations, on the basis of those estimates.An impartial assessment is made of the strengths, … Continued
IN BRIEFAdvertising ROIs, as measured in marketing mix models, are marginal on average. Anecdotal evidence suggests that this may be getting worse. There is an opportunity to use emerging ROI related analytics and metrics to guide better media/advertising decisions, reversing … Continued