Jim Spaeth Honored With ARF’s Erwin Ephron Demystification Award

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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 … Continued

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 Improvement Conducted by Sequent Partners For The Council For Research Excellence, this research paper explores … 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

Current Practices in Attribution And ROI Analysis

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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? Read More

Combining Marketing Mix and Attribution Models

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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 … Continued