In November 2024 Sequent Partners concluded their chapter co-convening the Marketing Analytics Accelerator and officially passed the torch to the ARF. Over the past eight years this event has showcased innovations and best practices from an advertisers perspective, accelerating progress … Continued
Great Progress, But …………… This December, Sequent Partners will say farewell to the advertising and media industries. When we started our careers, it was a mass marketing world. National brands, national advertising, national media, national sales. Broadly defined demo-based targets, … Continued
After almost a decade, the 2024 ARF Marketing Analytics Accelerator was truly the end of an era. The November 14th event marked the last time Sequent Partners co-convened the conference. In an op-ed for Planning & Buying Insider, Tony Jarvis … 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
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
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
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
Sequent Partners will moderate panels of five major marketers—AIG, Coca Cola, HSBC, Johnson & Johnson and MillerCoors on February 6th, 2019. The marketers will share how their organizations are approaching attribution and generating actionable results. The discussion will center around … Continued
The analytics clan gathered October 11, 2018 at Meredith to discuss Activation and Optimization, The Role of Branding in Attribution, Television Attribution and Innovation. Well over 350 execs attended and the speakers just knocked it out o the park. Thank … Continued