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 knowledge gap among users and modelers — media and data literacy — disentagnling data and matching issues, the unknown effects of creative and messaging, and the lack of brand effects. Thanks to CIMM and the 4A’s, the dialogue on television attribution continues. https://www.dropbox.com/s/0pkeqa0rzcskkgy/Sylvester%20iCOM%202019.pdf?dl=0
