Sequent Partners conducted this study for the Council for Research Excellence to explore the suitability of Nielsen’s TV data feed for marketing mix models. We found four potential disconnects. With the help of Brian Weikel and Paul Donato, of Nielsen, … Continued
November, 2014 … But Still Current!Evaluating Long-Term Effects of Advertising: A Study Of The Current State Of The Art And The Opportunities For ImprovementConducted by Sequent Partners For The Council For Research Excellence, this research paper explores how, when and … Continued
Read as PDF: The End of Media CurrencyThe End of Media Currency? Media are bought based on the audiences they deliver, as measured by their respective industry currencies. Prices are paid based on shared beliefs about the relative value of those audiences … Continued
Read as PDF: Marketing Mix Models and Attribution Modeling Marketing Mix Models Attribution Modeling Positives Gives the organization, particularly finance, confidence Agile and dynamic Evaluates all marketing expenditures on the same basis is … Continued
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 … Continued
BY STEVE ELLWANGER ON FEBRUARY 22, 2017 The good news about media ROI analysis is a narrowing gap between traditional marketing mix models and digital attribution models. The less-than-good news regarding an integrated, cross-platform solution: confusion among users is common and … Continued
A White Paper For The Coalition for Innovative Media Measurement and The 4AsWhat 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 … Continued
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.
March 28, 2017Marketing 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 … Continued
Admap – December 2016Attribution 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 still … Continued