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# Sequent Partners

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## Posts

- [Eight Years of Marketing Analytics Progress](https://www.sequentpartners.com/eight-years-of-marketing-analytics-progress/) - In November 2024 Sequent Partners concluded their chapter co-convening the Marketing Analytics Accelerator and officially passed the torch to the ARF. Over the past eight years this event has showcased innovations and best practices from an advertisers perspective, accelerating progress for the industry. An analysis of the content of those eight years reveals the trends
- [Let’s Face It, The New World of Media is Still An MVP!](https://www.sequentpartners.com/new-world-of-media/) - Great Progress, But ............... This December, Sequent Partners will say farewell to the advertising and media industries. When we started our careers, it was a mass marketing world. National brands, national advertising, national media, national sales. Broadly defined demo-based targets, no niches anywhere in sight. Now, we leave in a far more promising 1:1 marketing
- [A Legacy of Innovation: Sequent Partners on their Retirement](https://www.sequentpartners.com/a-legacy-of-innovation-sequent-partners-on-their-retirement/) - After decades of pioneering work in the advertising and media industry, Jim Spaeth and Alice Sylvester have announced their retirement. Sequent Partners have been instrumental in shaping how marketers approach measurement, from audience measurement to advanced analytics. In an interview with Joe Mandese of Planning & Buying Insider, the duo share: • Reflections on their
- [Marking A Milestone: Sequent Partners and the Marketing Analytics Accelerator](https://www.sequentpartners.com/marking-a-milestone-sequent-partners-and-the-marketing-analytics-accelerator/) - After almost a decade, the 2024 ARF Marketing Analytics Accelerator was truly the end of an era. The November 14th event marked the last time Sequent Partners co-convened the conference. In an op-ed for Planning & Buying Insider, Tony Jarvis discusses the state of marketing analytics and the conclusion of Sequent Partners’ involvement in the
- [Sequent Partners Reflects on Marketing’s Evolution in Their Farewell Op-Ed](https://www.sequentpartners.com/sequent-partners-reflects-on-marketings-evolution-in-their-farewell-op-ed/) - After 21 years, Sequent Partners are closing this chapter and retiring from advertising and media data and analytics consulting. In our farewell AdExchanger op-ed, we reflect on how far the industry has come—from broad mass marketing to a promising 1:1 era. But, as we leave, we highlight that media is still a "minimum viable product"—full
- [RBR+TVBR: TVB Teams Up For Action Plan for Local TV Measurement](https://www.sequentpartners.com/rbrtvbr-tvb-teams-up-for-action-plan-for-local-tv-measurement/) - CIMM, the 4A's, & TVB commission Sequent Partners for joint study to assess current state of local tv measurement. Full story here
- [NEXT|TV: CIMM, 4As, TVB To Study Ways To Evolve Local Measurement](https://www.sequentpartners.com/nexttv-cimm-4as-tvb-to-study-ways-to-evolve-local-measurement/) - Consulting firm Sequent Partners hired
- [CIMM, 4A’s and TVB Launch Study to Develop Action Plan for Local TV Measurement](https://www.sequentpartners.com/cimm-4as-and-tvb-launch-study-to-develop-action-plan-for-local-tv-measurement/) - Industry associations commission Sequent Partners to evaluate existing challenges and identify priorities for improving local TV measurement in the US The Coalition for Innovative Media Measurement (CIMM), the 4A’s and the TVB today announced the launch of a joint study focused on developing an action plan for supporting the evolution of local TV measurement in
- [Sequent Partners Launches Performance Accelerating Tools for Data & Analytics; Offers Capabilities and Operations Assessments](https://www.sequentpartners.com/sequent-partners-launches-performance-accelerating-tools-for-data-offers-capabilities-and-operations-assessments/) - Offerings to evaluate the ability organizations have in utilizing data & analytics to drive sales and growth Sequent Partners, the leading consulting firm specializing in brand and media metrics, today launched a fully customizable consulting suite of Performance Accelerating Tools For Brands, Agencies and Publishers to help them successfully leverage data and analytics to drive
- [Uncover Opportunity In the Diversity of Your Consumers - One Advertiser's Journey To Customer-Segment Marketing Mix Models](https://www.sequentpartners.com/uncover-opportunity-in-the-diversity-of-your-consumers-one-advertisers-journey-to-customer-segment-marketing-mix-models/) - Customer segmentation is a proven insights tool that can produce fresh views of the marketplace, guiding brands to strategic innovations. It’s not necessary to understand each consumer. Understanding like-minded groups of consumers is more than adequate and much more feasible. As market-level marketing mix models begin to feel outdated, not up to the task of
- [OOH MMM & Attribution Best Practices 2021](https://www.sequentpartners.com/mmm-attribution-best-practices-2021/) - Sequent Partners and the OAAA’s developed new and important Marketing Mix Modeling and Attribution Best Practices for OOH media.
- [Automatic Content Recognition : The Future of TV and Audience Data](https://www.sequentpartners.com/automatic-content-recognition-the-future-of-tv-and-audience-data/) - A new study conducted by Sequent Partners for Roku looks at what makes Smart TV ACR compelling, what it is, what it isn't and how it works, and provides an in-depth look at some ACR providers like Samba, LG Ads, iSpot, Vizio and Roku. The report includes questions to ask as you consider or use
- [How To Avert the Cookiepocalypse](https://www.sequentpartners.com/how-to-avert-the-cookiepocalypse/) - Jim Spaeth led a panel of industry experts at Cynopsis' That Big TV Conference discussing new technologies advertisers can use to replace third-party cookies. Google’s decision to delay its phase-out in the Chrome browser by a year gives marketers more time to adjust their data strategies and find new solutions. https://www.theverge.com/2021/6/24/22547339/google-chrome-cookiepocalypse-delayed-2023 But how close are we
- [Sequent Partners, Blockgraph, Transunion & Liveramp Talk Identity Resolution - 2021 ARF AUDIENCExSCIENCE](https://www.sequentpartners.com/https-www-youtube-com-watchvicyeis5xroet5s/) - Few would argue that a solution for identity resolution is needed to effect cross-platform video measurement. However, connecting different digital devices to unique users and households is fraught with legal, technical, and organizational barriers. How likely are we to see some kind of interoperable ID system that all industry participants can and will adopt? Identity
- [Morning Consult - Today’s Celebrity Endorsers Are Hyper-Focused on Attracting Young Consumers](https://www.sequentpartners.com/morning-consult-todays-celebrity-endorsers-are-hyper-focused-on-attracting-young-consumers/) - This article quoting Sequent Partners' Alice Sylvester and Jim Spaeth was originally published by Morning Consult on March 16, 2021. By Alyssa Meyers 40% of Gen Zers on average said they’d be more likely to go to a fast-casual establishment if it were endorsed by a celebrity. On average, 41% of Gen Zers said so
- [Bloomberg - ‘Bachelor’ Shows the High Cost of Botching Anti-Racism Efforts](https://www.sequentpartners.com/bloomberg-bachelor-shows-the-high-cost-of-botching-anti-racism-efforts/) - This article quoting Sequent Partners' Alice Sylvester was originally published by Bloomberg on March 15, 2021. By Kelly Gilblom and Elizabeth Elkin When the latest “Bachelor,” Matt James, gives out his final rose on Monday, it will likely stir more discussion than a usual episode of the reality-TV melodrama. The nearly 20-year-old show, a steadfast hit for Walt Disney
- [Indianapolis Business Journal - March Madness TV-rights price tag continues to soar](https://www.sequentpartners.com/indianapolis-business-journal-march-madness-tv-rights-price-tag-continues-to-soar/) - This article quoting Sequent Partners' Alice Sylvester and Jim Spaeth was originally published in the Indianapolis Business Journal on March 13, 2021. By Greg Andrews The NCAA’s multibillion-dollar March Madness media-rights deal with CBS and Turner Sports doesn’t expire until 2032—an eternity in an era when the media industry is undergoing unparalleled change and other
- [Televisionation - Sequent Partners on TV Attribution](https://www.sequentpartners.com/televisionation-sequent-partners-on-tv-attribution/) - This video interview with Sequent Partners Alice Sylvester and Jim Spaeth was originally published by TVOT on March 9, 2021. Alice and Jim discuss the current state and the likely future development of TV attribution.
- [AdExchanger - What Google Is – And Isn’t Saying – When It Says It Won’t Build Alternative IDs After The Death Of Third-Party Cookies](https://www.sequentpartners.com/adexchanger-what-google-is-and-isnt-saying-when-it-says-it-wont-build-alternative-ids-after-the-death-of-third-party-cookies/) - This article quoting Sequent Partners' Alice Sylvester was originally published in AdExchanger on March 4, 2021. By Allison Schiff On Wednesday, Google dropped either a bombshell or a nothingburger (depends who you ask) with its announcement via blog post that it will stop selling ads based on cross-site browsing and third-party cookies. The bigger news, arguably, is that Google
- [Morning Consult - Old Movies and Tom Cruise: What Consumers Associate With Paramount+](https://www.sequentpartners.com/morning-consult-old-movies-and-tom-cruise-what-consumers-associate-with-paramount/) - This article quoting Sequent Partners' Alice Sylvester and Jim Spaeth originally appeared in Morning Consult on March 3, 2021. BY SARAH SHEVENOCK 64% of U.S. adults said they think of movies when they see or hear the word “Paramount”; 54% thought of television with “CBS.” When asked what type of product or service they think of
- [Variety - Binge-Viewers Hate Commercials, So Big Advertisers Start Shows of Their Own](https://www.sequentpartners.com/variety-binge-viewers-hate-commercials-so-big-advertisers-start-shows-of-their-own/) - This article quoting Sequent Partners' Jim Spaeth was originally published by Variety on February 25, 2021. By Brian Steinberg Television commercials have long been one of the media industry’s surest bets — so much so that advertisers around the world dumped a whopping $149 billion on them in 2020, according to estimates from Magna, the large media-buying firm.
- [eMarketer - Ad Measurement and Revenue Attribution 2021](https://www.sequentpartners.com/emarketer-ad-measurement-and-revenue-attribution-2021/) - Sequent Partners' Alice Sylvester was a source for and quoted in eMarketer's 2021 Ad Measurement and Revenue Attribution Report published on February 11, 2021. According to eMarketer, the report "investigates how marketers and their partners are approaching ad measurement and revenue attribution, and explores best practices for addressing both lingering and new problems facing attribution
- [Business Insider - Inside Ryan Reynolds' Mint Mobile Irreverent Marketing Strategy](https://www.sequentpartners.com/business-insider-inside-ryan-reynolds-mint-mobile-irreverent-marketing-strategy/) - Sequent Partners' Alice Sylvester was quoted by Tanya Dua in Business Insider on February 10, 2021. To read the article, visit: https://www.businessinsider.com/inside-ryan-reynolds-mint-mobile-irreverent-marketing-strategy-2021-2
- [Chicago Tribune - Funny, heartwarming or serious: Will Super Bowl ads be super boring this year as brands skirt controversy?](https://www.sequentpartners.com/chicago-tribune-funny-heartwarming-or-serious-will-super-bowl-ads-be-super-boring-this-year-as-brands-skirt-controversy/) - This article quoting Sequent Partners' Alice Sylvester was originally published in the Chicago Tribune on January 29, 2021. By ALEXIA ELEJALDE-RUIZ Super Bowl LV, coming after a sobering and harrowing year, has presented a conundrum for the big game’s advertisers. Is it wise to shell out major cash — about $5.6 million for a 30-second spot
- [CNBC - Budweiser will sit out Super Bowl, funneling marketing dollars to boost vaccine awareness](https://www.sequentpartners.com/cnbc-budweiser-will-sit-out-super-bowl-funneling-marketing-dollars-to-boost-vaccine-awareness/) - This article citing Sequent Partners' Alice Sylvester was originally published in CNBC on January 25, 2021. By Amelia Lucas KEY POINTS Budweiser won’t be running an in-game Super Bowl ad for the first time in 37 years. The beer brand is instead going to focus on promoting vaccine awareness and distribution efforts. Pepsi and Coca-Cola
- [Attribution & Analytics Accelerator 2020!](https://www.sequentpartners.com/attribution-analytics-accelerator-2020/)
- [Bill Harvey Reviews The CIMM Study:  Need Proven for Ad-ID and for Non-Use of Smart TV Data Alone](https://www.sequentpartners.com/bill-harvey-reviews-the-cimm-study-need-proven-for-ad-id-and-for-non-use-of-smart-tv-data-alone/) - CIMM CEO and Managing Director Jane Clarke, Sequent Partners Jim Spaeth and Alice Sylvester, and Janus President Howard Shimmel have conducted a much-needed and powerful study of nine companies using set top box and/or Smart TV data in ROI attribution.These thoughts about the study reflect my own thinking and are not ideas brought out in
- [Thinking About Unified Measurement?](https://www.sequentpartners.com/thinking-about-unified-measurement/) - So are we! Five years ago, Forrester defined unified measurement as a blended statistical technique that assigns value to each element of the marketing mix at both a strategic and tactical level. Despite the obvious appeal of a single model, many people questioned just how analytic stalwarts like Marketing Mix Modeling and Multi-touch Attribution could
- [CIMM: Attribution Suffers From Inconsistent TV Exposure Data](https://www.sequentpartners.com/cimm-attribution-suffers-from-inconsistent-tv-exposure-data/) - https://www.nexttv.com/news/cimm-attribution-suffers-from-inconsistent-tv-exposure-data While measuring the impact of advertising campaigns has become more important to the television business, the outcomes of attribution studies vary widely because of inconsistent data on commercial exposure, a new report found. The report, issued by the Coalition for Innovative Media Measurement in conjunction with the 4As’ Media Measurement Task Force, looked at
- [TV Attribution Providers' Data 'Highly Inconsistent': CIMM, 4As Study](https://www.sequentpartners.com/tv-attribution-providers-data-highly-inconsistent-cimm-4as-study/) - by Wayne Friedman , over 1 hour ago TV attribution results can be all over the place due to inconsistent data inputs, says a study issued by the Coalition for Innovative Media Measurement with the 4A’s Media Measurement Task Force. “Methodology, rather than technology, is [the] root cause of TV attribution outcome differences,” according to the study, which was
- [Sequent Partners Co-authors I-COM Global White Paper, "Current Issues In Attribution And How To Overcome Them"](https://www.sequentpartners.com/sequent-partners-co-authors-i-com-global-white-paper-current-issues-in-attribution-and-how-to-overcome-them/) - Alice Sylvester authored the chapter on Data Input Quality and Jim Spaeth authored the chapter on Identity Resolution in this brand new, important resource for marketers and publishers.https://martechseries.com/analytics/b2b-data/how-do-we-deal-with-the-challenges-of-attribution/ DATA INPUT QUALITY The data used to fuel attribution studies, disparate 1st and 3rd party data, media input and behavioral outcomes data, comes in many shapes and
- [Sequent Partners Joins CIMM](https://www.sequentpartners.com/sequent-partners-joins-cimm/) - Sequent Partners has joined the Coalition for Innovative Media Measurement to stay on top of big changes impacting the television and cross-media world. We're excited about participating in these important efforts! #CIMM https://www.broadcastingcable.com/news/measurement-coalition-adds-12-new-members
- [Sequent Partners Celebrates 17 Years](https://www.sequentpartners.com/sequent-partners-celebrates-17-years/) - 17 years ago today, Bill Moult & Jim Spaeth opened a consultancy called Sequent Partners. The firm quickly became a leading force in media, advertising and brand measurement and analytics. Sequent Partners has mapped industry best practices, pushed the envelope on what’s right and brought new thinking and innovation to clients. Bill went on to
- [The Stars of Attribution:  People and Ideas Reshaping Advertising Measurement!](https://www.sequentpartners.com/the-stars-of-attribution-people-and-ideas-reshaping-advertising-measurement-2/) - Our industry is popping with energy around attribution measurement of digital, television, outdoor, cross-platform ... even OOH. An army of people, not waiting for perfect data or systems to evolve, dove right in, because the opportunity to see what’s working and re-allocate spend mid-flight is alluring. There were some notorious false starts – for instance,
- [Is Attribution Growing Up?](https://www.sequentpartners.com/is-attribution-growing-up/) - After listening to speakers at the 2019 Attribution Accelerator (October 17, 2019), there's reason to believe attribution is transitioning to adolescence. But it's not quite a grown-up yet, but there are some promising signs of growth. Read on .......Attribution Growing Up?
- [Sylvester Honored To Be Inducted Into Marketing Research Council Hall of Fame](https://www.sequentpartners.com/sylvester-inducted-into-marketing-research-council-hall-of-fame/) - I owe my career to one woman. I know I should say Mom – she was great and had great drive when it came to business. – but no, in truth, I owe my career to Brenda Starr - glamorous, adventurous jet setting reporter. Yes. From the comic strips. I read that strip every day
- [Alice K. Sylvester  Inducted Into The Market Research Hall Of Fame](https://www.sequentpartners.com/alice-k-sylvester-inducted-into-the-market-research-hall-of-fame/) - It was a full house at the Market Research Council's annual Hall Of Fame Luncheon as Alice K. Sylvester and Gian Fulgoni joined other research greats recognized for their contributions to our profession. You can read about it here:https://www.dropbox.com/s/2vlsv99e3j8nz7b/Market%20Research%20Council%20Announces%202019%20Hall%20Of%20Fame%20Inductees%20FINAL.docx?dl=0 Alice and Gian join recent Hall of Famers Bill Harvey, Leslie Wood and Kathi
- [I-COM Global Presentation on Television Attribution](https://www.sequentpartners.com/i-com-global-presentation-on-television-attribution/) - Sequent Partners addressed issues in television attribution in Malaga, Spain at the I-COM Global conference. We discussed the concern about accurately and completely capturing the full television plan, and the measuring the full value of television. Other concerns include bridging the knowledge gap among users and modelers -- media and data literacy -- disentagnling data and
- [Issues In Multicultural Data Accuracy & Coverage](https://www.sequentpartners.com/issues-in-multicultural-data-accuracy-coverage/) - Digital Multicultural campaign ROIs are low, and the root cause is misidentified and missing audiences in the segments used for targeting. You're just not reaching the number of people you think you are, and you're not always reaching the right people. At the ARF next week, we will address a new ANA AIMM study demonstrating
- [Data Scientists & Attribution?](https://www.sequentpartners.com/data-scientists-attribution/) - Interesting eMarketer article about the impact of data scientists on the practice of attribution with observations from Sequent Partners' Jim Spaeth. Maybe a "chicken or egg" situation -- data science driving attribution ... and attribution driving data science. Big gulf between the scientists and the advertising practitioners looming, and the need for "translational scientists" (like
- [Sequent Partners & The Future of Shopper Marketing](https://www.sequentpartners.com/sequent-partners-the-future-of-shopper-marketing/) - Jim Spaeth joined NewsAmerica's Angelique Krembs at the WPP STREAM 2019 conference this week in Miami. Noting deficiencies in shopper marketing data, Spaeth suggested the medium is under-valued in marketing mix models. He offered several solutions for improving the data. https://wppstream.com/about/
- [MTA:  Marketers Talk Attribution at ARF Event](https://www.sequentpartners.com/mta-marketers-talk-attribution-at-arf-event/) - Sequent Partners will moderate panels of five major marketers—AIG, Coca Cola, HSBC, Johnson & Johnson and MillerCoors on February 6th, 2019. The marketers will share how their organizations are approaching attribution and generating actionable results. The discussion will center around key operational issues, including: Implications for organizational structure and operations Creating and evolving internal processes
- [How Mobile's New Social Contract Demands A Different Way of Advertising](https://www.sequentpartners.com/how-mobiles-new-social-contract-demands-a-different-way-of-advertising/) - On January 31, in conjunction with Teads, Sequent Partners will conduct a webinar addressing how mobile's new social contract demands a different way of advertising. Consumers have higher expectations for content they're engaging with on smartphones and even higher expectations for advertisers. https://ppc.land/webinar-how-mobiles-new-social-contract-demands-a-different-way-of-advertising/
- [4A's, CIMM To Assess TV Attribution Providers](https://www.sequentpartners.com/4as-cimm-to-assess-tv-attribution-providers/) - Sequent Partners, The Coalition for Innovative Media Measurement (CIMM) and the American Association of Advertising Agencies (4A’s) are teaming up to study, analyze and compare leading TV attribution providers utilizing data from smart TV and digital set-top boxes. The organizations said the study will evaluate 15 TV attribution providers, but did not disclose which ones.
- [Why Doesn't Your Advertising Have A Female Voice-Over? It Should.](https://www.sequentpartners.com/why-doesnt-your-advertising-have-a-female-voice-over-it-should/) - Here's an interesting finding about gender preferences and voice-overs from a radio project we worked on with Pierre Bouvard of Westwood One. Women prefer female voiceovers in AM/FM radio ads. Westwood One worked with well-respected brand and media metrics consultancy, Sequent Partners, to analyze nearly 100 AM/FM radio ads tested by Nielsen. Alice Sylvester, the
- [GDPR, Google & Implications for Attribution Modeling](https://www.sequentpartners.com/gdpr-google-implications-for-attribution-modeling/) - Sequent Partners recently looked at the implications of Google changing its policy and no longer providing IDs with log files from DoubleClick or DoubleClick Bid Manager. This is big news - and they've eliminated 3rd-party tracking tags from YouTube altogether, making MTA attribution across platforms difficult. C3 Metrics was one measurement company ready when Google made its
- [2018 Attribution Accelerator](https://www.sequentpartners.com/2018-attribution-accelerator/) - Join Sequent Partners on October 11, 2018 as attribution measurement specialists from agencies, advertisers and the media gather at the Henry R. Luce Auditorium (225 Liberty Street - New York) to talk about key issues in attribution and ROI measurement. This year, we're focused on Activation, Brand Metrics, TV Attribution and Innovation. ACTIVATION: Attribution Focused
- [Awesome 2018 Attribution Accelerator](https://www.sequentpartners.com/awesome-2018-attribution-accelerator/) - The analytics clan gathered October 11, 2018 at Meredith to discuss Activation and Optimization, The Role of Branding in Attribution, Television Attribution and Innovation. Well over 350 execs attended and the speakers just knocked it out o the park. Thank you to Greenbook, our Sponsors C3 Metrics, Meredith, Viant, Lucid, Equifax, iSpot, Data Plus Math,
- [Attribution Accelerator 2018](https://www.sequentpartners.com/attribution-accelerator-2018/) - Join Sequent Partners on October 11th in New York for the 2018 Attribution Accelerator. We'll be addressing key issues in closed-loop attribution, television attribution, data integration and as always, accelerating innovation. We have discount registrations for friends and family, so be sure to reach out to Jim or Alice!
- [Attribution Got You Scratching Your Head? This Should Help.](https://www.sequentpartners.com/attribution-got-you-scratching-your-head-this-should-help/) - Read Joe Mandese on the release of the CIMM Attribution Provider Guide:Mandese on CIMM Attribution Provider Guide You can access the full report here: CIMM Attribution Provider Guide
- [June 11th: Alice Sylvester to lead the ARF Cross-Platform Council Attribution Showcase](https://www.sequentpartners.com/june-11th-alice-sylvester-to-lead-the-arf-cross-platform-council-attribution-showcase/) - Sequent Partners' Alice Sylvester will lead the ARF's Attribution Showcase on June 11th, from 1:00-5:30 at the Jersey City Hyatt Regency. FREE to ARF members, you can register here: https://thearf.org/event/arf-cross-platform-measurement-council-attribution-showcase/ This event will feature case studies from: Analytic Partners, C3 Metrics, Concentric, eMphasize, IRI, Marketing Evolution, Neustar, and Visual IQ.
- [SP Discusses OOH ROI at Geopath Austin Conference](https://www.sequentpartners.com/sp-discusses-ooh-roi-at-geopath-austin-conference/) - Alice Sylvester walked members of the out of home industry through our ROI workshop last month at the GeoPath Austin conference. Download the presentation here. https://www.sequentpartners.com/wp-content/uploads/2018/06/SP-Geopath-Austin.pdf
- [2018 ARF Presentation: Radio Drives Search!](https://www.sequentpartners.com/2018-arf-presentation-radio-drives-search/) - Tammy Greenberg, Phillipe Generali and Alice Sylvester presented an econometric analysis of the impact of radio ads on Google search data at the ARF conference on March 27th. Working with In4mation Insights, Sequent Partners and Media Monitors we studied 8 advertising campaigns across a variety of categories. The results demonstrate that radio can play
- [The Problem With Advanced Targets](https://www.sequentpartners.com/the-problem-with-advanced-targets/) - After moderating a panel on the quality of data required to drive advanced television targeting, BeetTV asked Jim, to elaborate. The conversation covered target data effectiveness, the particular challenges faced by multicultural marketers and ACR as the future of television measurement. Watch it right here: https://www.beet.tv/2018/04/is-acr-the-future-of-tv-currency-sequents-spaeth-thinks-so.html
- [Vending Can Be An Effective Advertising and Sampling Channel](https://www.sequentpartners.com/vending-can-be-an-effective-advertising-and-sampling-channel/) - Sequent Partners was asked to analyze and evaluate the performance of the vending channel for one confectionary brand. We were pleased to find how effective this unsung channel could be. Read the article and the white paper here: https://www.vendingtimes.com/articles/crane-merchandising-systems-releases-white-paper-d-11520
- [Proposed Census Citizen Question Could Be Devastating For Multicultural Marketers](https://www.sequentpartners.com/proposed-census-citizen-question-could-be-devastating-for-multicultural-marketers/) - MediaPost asked Jim and other colleagues about the potential impact of the proposed citizenship question for the 2020 US Census. In a word ... devastating. Read why: https://www.mediapost.com/publications/article/316770/census-consensus-citizenship-would-be-a-headach.html
- [OOH ROI: Third Down And Goal To Goal](https://www.sequentpartners.com/ooh-roi-third-down-and-goal-to-goal/) - OOH media budgets have been constrained by advertisers' perception of the medium's ROI. These estimates have been negatively impacted by the lack of model ready data for OOH media. This is all about to change! Read the whole story here: OOH’s Third Down and Goal To Go
- [Women In Analytics:  AI & Machine Learning](https://www.sequentpartners.com/women-in-analytics-ai-machine-learning/) - February 28, 2018 -- AI and "machine learning" are ubiquitous in attribution and marketing mix modeling today. What does it mean, though? An ARF Women in Analytics event in California will focus on the use of AI and machine learning in media and entertainment. Will these tools become critically important? What does this mean for
- [ROI/Attribution Providers A Comparison of Leading Providers of Media Performance Analyses](https://www.sequentpartners.com/roiattribution-providers-a-comparison-of-leading-providers-of-media-performance-analyses/) - Sequent Partners recently compiled this comparison of 26 leading modeling provides for CIMM and the 4 A's: CIMM Attribution Provider Guide
- [Effective Television Attribution for Improved Television ROI](https://www.sequentpartners.com/effective-television-attribution-for-improved-television-roi/) - Smart TV data is providing the data scale and granularity necessary to deliver the benefits of attribution to television. And with that, improved television performance for advertisers. Sequent Partners recently had the opportunity to peek into the work currently being done at iSpot. Fascinating! Read about it here: Effective Television Attribution SP-iSpot
- [Attribution Solutions Identified At The 2017 Attribution Accelerator](https://www.sequentpartners.com/attribution-solutions-identified-at-the-2017-attribution-accelerator/) - Charlene Weisler identified highlights from the 2017 Attribution Accelerator. Read it here:Finding Solutions at the Attribution Accelerator Conference | MediaVillage
- [Coty's Global Data Strategy At The 2017 Attribution Accelerator](https://www.sequentpartners.com/cotys-global-data-strategy-at-the-2017-attribution-accelerator/) - Kristina Kaganer's great presentation at the Attribution Accelerator was featured by AdExchanger. Krisitna is Director of Global Data Strategy at Coty, the cosmetics giant. Read it here:AdExchanger
- [Why Attribution Is Changing The Way Media Is Evaluated ... Jim Spaeth](https://www.sequentpartners.com/why-attribution-is-changing-the-way-media-is-evaluated-jim-spaeth/) - Why Attribution Is Changing The Way Media Is Evaluated ... Jim Spaeth, October 5, 2017 On the eve of the second Attribution Accelerator, Jim speculates on the opportunities for radio in an attribution led media marketplace. What will it take for radio to win? Read the full Inside Radio interview here: Why Attribution Is Now
- [Attribution: An Idea Whose Time Has (Finally) Come ... Alice K. Sylvester](https://www.sequentpartners.com/attribution-an-idea-whose-time-has-finally-come-alice-k-sylvester/) - Attribution: An Idea Whose Time Has (Finally) Come ... Alice K. Sylvester, October 3, 2017 Attribution modeling has come a long way since we curated the first Attribution Accelerator in 2016. As we prepare for the 2017 edition of this unique and prestigious event, Alice shares her perspectives with Cynopsis -- Cynopsis
- [2017 Attribution Accelerator!](https://www.sequentpartners.com/2017-attribution-accelerator/) - On October 12 leaders from AT&T, Coty, Kellogg, J&J, and Fresh Direct will share their experiences and their insights from their Journey To Attribution.
- [Radio Drives Search!](https://www.sequentpartners.com/radio-drives-search/) - Sequent Partners is very proud of this study -- Radio Drives Search! Conducted with MediaMonitors and In4mation Insights, for the RAB. We found that radio advertising generated incremental branded Google search volume. Twenty-Nine percent incremental branded search volume across the brands studied. Radio has a role in cross-platform path to purchase strategies. See the
- [Sequent Partners at The 2017 Radio Show - Radio Drives Search!](https://www.sequentpartners.com/sequent-partners-at-the-2017-radio-show-radio-drives-search/) - September 7, 2017, Austin Texas Sequent Partners will be presenting a new study, along with Philippe Generalli, CEO of Media Monitors, at the RAB's annual Radio Show on September 7, 2017 in Austin Texas. The study, Radio Drives Search!, was conducted in partnership with Media Monitors and In4mation Insights. It demonstrates that radio can drive
- [Current Practices in Attribution And ROI Analysis](https://www.sequentpartners.com/current-practices-in-attribution-and-roi-analysis/) - A White Paper For The Coalition for Innovative Media Measurement and The 4As What 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 throughout the industry. What did we learn? The promise of attribution is compelling.As
- [Better Television Data For Marketing Mix Models](https://www.sequentpartners.com/better-television-data-for-marketing-mix-models-a-research-study-for-the-council-for-research-excellence/) - Sequent Partners conducted this study for the Council for Research Excellence to explore the suitability of Nielsen's TV data feed for marketing mix models. We found four potential disconnects. With the help of Brian Weikel and Paul Donato, of Nielsen, we found that one of them was not really a material problem, another negatively impacted
- [Combining Marketing Mix and Attribution Models](https://www.sequentpartners.com/combining-marketing-mix-and-attribution-models/) - Admap - December 2016 Attribution 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 raw, the challenge facing the industry is how to integrate the best of both
- [Evaluating Long-Term Effects of Advertising](https://www.sequentpartners.com/evaluating-long-term-effects-of-advertising/) - November, 2014 ... But Still Current! Evaluating Long-Term Effects of Advertising: A Study Of The Current State Of The Art And The Opportunities For Improvement Conducted by Sequent Partners For The Council For Research Excellence, this research paper explores how, when and why modelers incorporate long term effects of advertising into marketing mix models.
- [Current State of Marketing Mix Models](https://www.sequentpartners.com/cre-papers-on-mmm-and-lt-effects/) - Objectives Our 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, weakness, opportunities and threats related to key aspects of the data, analytical techniques,
- [2017 OAAA\GEOPATH National Convention + Expo](https://www.sequentpartners.com/2017-oaaageopath-national-convention-expo/) - May 15-17, 2017 | New Orleans, LA Sequent Partners presented at the OOH Media industry’s annual convention. Their presentation, "Don’t Let An ROI Model Ruin Your Day! – 5 Ways to Turn Around Death by Marketing Mix or Attribution Models,” helps OOH professionals understand the role of ROI modeling in the media decision process. Strengths
- [Jim Spaeth Honored With ARF's Erwin Ephron Demystification Award](https://www.sequentpartners.com/jim-spaeth-honored-with-arfs-erwin-ephron-demystification-award/) - Friends of Sequent Partners join Jim, Alice and the ARF as Jim receives the ARF's Demystification Award at AM17. Here, Mike Bloxham (Magid), Nancy Smith (Analytic Partners), Leslie Wood (Nielsen Catalina) Scott McDonald (ARF), Bess Spaeth (American Express), Jim, Tony Jarvis (Olympic Media), Alice, and Gabe Samuels celebrate Jim's industry recognition. Congrats, Jim!
- [Accelerating Attribution](https://www.sequentpartners.com/accelerating-attribution/) - 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)” Accurate attribution would enable a marketer to get the correctly measured sequencing of consumer-initiated events
- [Case Studies In Holistic Marketing Mix Modeling](https://www.sequentpartners.com/case-studies-in-holistic-marketing-mix-modeling/) - March 28, 2017 Marketing 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 impact sales and profitability. Sales force efficiencies, retail environment characteristics, online/offline media synergies,
- [Data, Digital Attribution & Sequent Partners @ 4As Data Summit](https://www.sequentpartners.com/data-digital-attribution-sequent-partners-4as-data-summit/) - https://adexchanger.com/digital-marketing-2/citibank-urges-agencies-data/#more-111163
- [Digital Video At The Inflection Point!](https://www.sequentpartners.com/digital-video-at-the-inflection-point/) - A study from Sequent Partners found that 65% of marketers said that digital video is growing in importance for driving offline sales. But only 42 percent of them see digital video as better than other media for directly impacting sales. Marketers today view digital video as a branding tool, for building brand awareness and favorability, for telling their brand’s story and
- [Q&A with Jim Spaeth on Billboard Insider](https://www.sequentpartners.com/qa-with-jim-spaeth-on-billboard-insider/) - Billboard Insider sat down with our own Jim Spaeth after the Lookout2017 convention in May to dig deeper into Out of Home and the broader impact of the marketing mix on consumer buying behavior. When asked about the metric that 70% of the ROI on out-of-home advertising comes from creative, Jim shared this insight: “We
- [Marketing Mix Models and Attribution Modeling](https://www.sequentpartners.com/marketing-mix-models-and-attribution-modeling/) - Read as PDF: Marketing Mix Models and Attribution Modeling Marketing Mix Models Attribution Modeling Positives Gives the organization, particularly finance, confidence Agile and dynamic Evaluates all marketing expenditures on the same basis is highly granular and works at a finer cadence. Offers holistic view Broad and comprehensive, but
- [Attribution Accelerator: The Future of Marketing Measurement](https://www.sequentpartners.com/the-future-of-marketing-measurement/) - Marketing mix modeling and digital attribution are powerful tools that help us understand which touchpoints drive consumer conversions. But they need to evolve
- [CIMM Cross-Platform Media Measurement & Data Summit](https://www.sequentpartners.com/cimm-cross-platform-media-measurement-data-summit/) - 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 Annual Cross-Platform Media Measurement & Data Summit presented by CIMM. View our beautiful presentation here: CIMM
- [TV of Tomorrow](https://www.sequentpartners.com/tv-of-tomorrow/) - December 8, 2016 Jim Spaeth joins other Industry leaders on a TVOT panel - Taking Measure of Viewing Measurement - at 1:05 pm in the Silas Theater
- [ARF Audience Measurement](https://www.sequentpartners.com/arf-audience-measurement/) - June 11-13, 2017 Hyatt Regency Jersey City, NJ SHOW ME THE DATA Better TV Data for Better TV ROI, The CRE Study Television ROI’s were understated by about 20% on average, about 10% of the time. Paul Donato – Research Director, Nielsen Jim Spaeth, Ph.D. – Partner, Sequent Partners Alice Sylvester – Partner, Sequent Partners
- [I-COM 2017](https://www.sequentpartners.com/i-com-2017/) - 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 bridge the current reality to the promise of cross-platform attribution modeling. View our beautiful presentation here: I-COM4-compressed
- [In the News: ARF Audience Measurement Conference 2017](https://www.sequentpartners.com/in-the-news-arf-audience-measurement-conference-2017/) - Originally published in MediaPost. By Tony Jarvis , Op-Ed Contributor, June 19, 2017 In addressing the increasingly complex and diverse media measurement and data analytics issues facing the industry, a Blue Ribbon group of experts offered various evaluations, concepts, recommendations and solutions at the ARF conference. Here are some of the highlights of the event,
- [Jim Spaeth at Geopath/OAAA Convention](https://www.sequentpartners.com/jim-spaeth-at-geopathoaaa-convention/) - Original article by Media4Growth. Addressing the Geopath/OAAA National Convention being organised in New Orleans, Jim Spaeth, Co-Founder of Sequent Partners, a New York-based analytically-driven consulting firm on media investments and brand building, shared his insights on how to work out the best ROI on OOH campaigns. Speaking on the theme ‘Don’t Let An ROI Model
- [Sequent Partners Reveal That 65 Percent of Marketers See Digital Video Is Growing in Importance for Driving Offline Sales](https://www.sequentpartners.com/sequent-partners-reveal-that-65-percent-of-marketers-see-digital-video-is-growing-in-importance-for-driving-offline-sales/) - Published in MarketWired. Research Study Highlights How Brands Can Effectively Leverage Digital Video to Drive Sales NEW YORK, NY--(Marketwired - Oct 18, 2016) - Today Sequent Partners, a leading brand and media metrics consultancy that helps businesses navigate ROI and attribution measurement, released new research, titled Digital Video at the Inflection Point: How Brands are
- [Nielsen Catalina Solutions Releases First Ever CPG-Industry Benchmarks for Advertising Return Across Media](https://www.sequentpartners.com/nielsen-catalina-solutions-releases-first-ever-cpg-industry-benchmarks-for-advertising-return-across-media/) - Published in Business Wire. Largest Watch and Buy Dataset for CPG Compares Actual Sales Results for Cross-Media, Digital Video, Display, Linear TV and Magazines NEW YORK--(BUSINESS WIRE)--Nielsen Catalina Solutions (NCS), the leader in helping CPG marketers optimize return on advertising spend (ROAS) with in-store purchase data, today presented the study, “Yes, Advertising Works. Now, What’s
- [The End of Media Currency](https://www.sequentpartners.com/the-end-of-media-currency/) - Read as PDF: The End of Media Currency The End of Media Currency? Media are bought based on the audiences they deliver, as measured by their respective industry currencies. Prices are paid based on shared beliefs about the relative value of those audiences and the likelihood that
- [MediaPost: Analysis Finds Nielsen Data Used By Modelers Undercounts TV's ROI By As Much As 20%](https://www.sequentpartners.com/mediapost-analysis-finds-nielsen-data-used-by-modelers-undercounts-tvs-roi-by-as-much-as-20/) - 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 ROI by as much as 20%. The findings, which were unveiled Monday during the Advertising
- [Video:  Attribution Challenges](https://www.sequentpartners.com/video-attribution-challenges/) - BY STEVE ELLWANGER ON FEBRUARY 22, 2017 The good news about media ROI analysis is a narrowing gap between traditional marketing mix models and digital attribution models. The less-than-good news regarding an integrated, cross-platform solution: confusion among users is common and available options are falling short of delivering on promises. These and other
- [Driving Profitable Growth with Full Customer Attribution Modeling](https://www.sequentpartners.com/driving-profitable-growth-with-full-customer-attribution-modeling/) - 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. The next few years will bring great excitement as the industry leaps to the next generation of analytics
- [ROI Driven Programmatic](https://www.sequentpartners.com/roi-driven-programmatic/) - IN BRIEF Advertising 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 this apparent decline. Such new capabilities could enhance marketing in many ways, but a
- [Marketing Measurement Evolves:](https://www.sequentpartners.com/marketing-measurement-evolves/) - 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 New York on November 30th. For more information and a full agenda please visit here.

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- [TV Attribution Guide](https://www.sequentpartners.com/tv-attribution-guide/) - Download Our TV Attribution Report Please provide your name and email address in order to download our report Name* Email* Company* CIMM and the 4A’s Media Measurement Taskforce commissioned Sequent Partners to perform a study of television attribution and key providers to shed light on current practices, demystify the science behind the modeling approaches and analytics, delve into strengths
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- [Connect](https://www.sequentpartners.com/connect/) - Phone 914.862.0054 Email General questions (or just to say hello) info@sequentpartners.com Jim Spaeth jim@sequentpartners.com Alice K. Sylvester alice@sequentpartners.com Address 304 Park Avenue South 11th Floor New York, NY 10010
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