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
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, The Coalition for Innovative Media Measurement (CIMM) and the American Association of Advertising Agencies (4A’s) are teaming up to study, analyze and compare leading TV attribution providers utilizing data from smart TV and digital set-top boxes. The organizations … Continued
Here’s an interesting finding about gender preferences and voice-overs from a radio project we worked on with Pierre Bouvard of Westwood One. Women prefer female voiceovers in AM/FM radio ads. Westwood One worked with well-respected brand and media metrics consultancy, … Continued
Join Sequent Partners on October 11th in New York for the 2018 Attribution Accelerator. We’ll be addressing key issues in closed-loop attribution, television attribution, data integration and as always, accelerating innovation. We have discount registrations for friends and family, so … Continued
Sequent Partners recently looked at the implications of Google changing its policy and no longer providing IDs with log files from DoubleClick or DoubleClick Bid Manager. This is big news – and they’ve eliminated 3rd-party tracking tags from YouTube altogether, making MTA … Continued
Alice Sylvester walked members of the out of home industry through our ROI workshop last month at the GeoPath Austin conference. Download the presentation here. https://www.sequentpartners.com/wp-content/uploads/2018/06/SP-Geopath-Austin.pdf
Tammy Greenberg, Phillipe Generali and Alice Sylvester presented an econometric analysis of the impact of radio ads on Google search data at the ARF conference on March 27th. Working with In4mation Insights, Sequent Partners and Media Monitors we studied … Continued
Sequent Partners was asked to analyze and evaluate the performance of the vending channel for one confectionary brand. We were pleased to find how effective this unsung channel could be. Read the article and the white paper here: https://www.vendingtimes.com/articles/crane-merchandising-systems-releases-white-paper-d-11520
OOH media budgets have been constrained by advertisers’ perception of the medium’s ROI. These estimates have been negatively impacted by the lack of model ready data for OOH media. This is all about to change! Read the whole story … Continued