Evaluating Long-Term Effects of Advertising

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 November, 2014 … But Still Current!Evaluating Long-Term Effects of Advertising:  A Study Of The Current State Of The Art And The Opportunities For ImprovementConducted by Sequent Partners For The Council For Research Excellence, this research paper explores how, when and … Continued

Current Practices in Attribution And ROI Analysis

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A White Paper For The Coalition for Innovative Media Measurement and The 4AsWhat is the current state of marketing/media ROI analysis – and marketing mix models and attribution?That’s what we set out to determine.  We interviewed industry experts and issued an RFI to research providers … Continued

Driving Profitable Growth with Full Customer Attribution Modeling

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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.

Case Studies In Holistic Marketing Mix Modeling

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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

Combining Marketing Mix and Attribution Models

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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

Marketing Measurement Evolves:

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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