Why Attribution Is Changing The Way Media Is Evaluated … Jim Spaeth

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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 … Continued

Attribution: An Idea Whose Time Has (Finally) Come … Alice K. Sylvester

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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 … Continued

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

MediaPost: Analysis Finds Nielsen Data Used By Modelers Undercounts TV’s ROI By As Much As 20%

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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 … Continued

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