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 … Continued
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
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 … Continued
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 … Continued
https://www.mediapost.com/publications/article/357875/modeling-the-full-value-of-marketing-investments.html Exciting coverage of Day 1!
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 … Continued
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, … Continued
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 … Continued
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 … Continued
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 … Continued