Digital Video At The Inflection Point!

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Digital Video —  a Key Revenue Generator for Marketers

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 connecting with consumers emotionally.

That’s interesting, but there’s more — a whopping 87% reported seeing positive ROIs from their digital video initiatives.

So why do marketers continue to think of digital video mostly as a branding tool? Why the disconnect?

Read on!


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A White Paper For The Coalition for Innovative Media Measurement and The 4As

February, 2017

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 one marketer said; “We are looking into adapting marketing mix modeling into something more dynamic and useful – more like attribution.” And marketers are willing to experiment and learn.“We’re on Year 2 of a 5-year journey.”  But there is a lot more to be done and our paper provides a roadmap and important next steps for the media measurement and analytics industry.


Downloadable from CIMM!


Driving Profitable Growth with Full Customer Attribution Modeling

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Case Studies in Attribution

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 and ROI-based decision making. We had the opportunity to work with our client, MMA, to highlight several case studies that demonstrate attribution modeling that reaches beyond the digital silo … that include offline marketing and baselines to avoid misattribution … and that help marketers distinguish long-term branding and short-term conversion tactics.

Work like this should propel the analytics industry forward and ensure even greater business success.

Here’s the paper that sheds new light on the subject! Copy the link and drop it into your browser.



Case Studies In Holistic Marketing Mix Modeling

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New Sequent Partners White Paper

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, customer segmentations and other factors all meaningfully influence conversions and sales — and dramatically affect the impact of marketing.

By encompassing areas of management decisions beyond marketing, modeling can steer investment strategies and transform businesses.

Here’s the paper – drop this into your browser.