Billboard Insider sat down with our own Jim Spaeth after the Lookout2017 convention in May to dig deeper into Out of Home and the broader impact of the marketing mix on consumer buying behavior. When asked about the metric that 70% … 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
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.
February 16, 2017 | New York, NY Jim Spaeth and Alice Sylvester of Sequent Partners will be presenting the findings of a new CIMM study on Best Practices in Multi-touch Attribution and ROI Analyses. Join us for the 6th … 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
ObjectivesOur objective is to provide the Council for Research Excellence an in-depth understanding of the principle methods currently used to estimate advertising ROI and take actions, such as budget allocations, on the basis of those estimates.An impartial assessment is made of the strengths, … Continued