ANA Trainers


Jim Spaeth

Jim co-founded Sequent Partners over 14 years ago and some days wakes up amazed that he has kept pace with the daily developments in marketing analytics and modeling. Or at least made a valiant effort! During those years, he has consulted on media and brand metrics for many of the country’s foremost marketers, media and industry bodies.

Prior to co-founding Sequent Partners, Jim served as President of The Advertising Research Foundation, where he led industry initiatives on marketing and media ROI, CRM, brand valuation, digital marketing and the transformation of the research function to a business discipline focused on value creation.

Earlier, Jim spent over a decade developing new research tools to improve clients' business performance and led the media research and planning function at General Foods and Young & Rubicam.

Jim is the co-author of Market Research Matters, he holds a B.A. in Mathematics, an M.S. in Econometrics, a Ph.D. in Economics and is a member of the Market Research Hall Of Fame.