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 … Continued
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
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 … Continued
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 … Continued
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, … Continued
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 … Continued
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 … Continued
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 … Continued
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 … Continued
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/