Elevate Your Marketing Mix and Attribution Modeling

This event is over.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.


Many marketers are disappointed by their lackluster marketing ROI. When they turn to market mix modeling and attribution services to help guide them to an ROI boost, they are often frustrated by the ponderous pace, or head-spinning complexity of these tools. Navigating the intricacies of the data, the media variables, and the vast array of modeling techniques can be a unique challenge even for seasoned marketers. Those without a solid understanding of todays’ analytics may find themselves with underperforming creative, inefficient media, and a disappointing marketing ROI.

This workshop will demystify the ROI modeling process and provide practical guidance. You will walk away feeling empowered to use modeling to improve advertising performance. With a solid understanding of the modeling landscape and best practices, you will become a better consumer of modeling services. All content and case studies will be discussed in clear, practical, and non-technical language to provide the insights and skills you will need to make smarter ROI-based marketing decisions, and to hold your modeling providers more accountable.

This workshop is led by instructors from Sequent Partners, a research and analytics consulting firm with an independent, expert, perspective on marketing mix and attribution modeling and years of experience educating modeling users.

Who is this Workshop For?

  • Mid-to low-senior marketers with line and staff responsibilities
  • Users of model insights, not the functional leadership of the modeling process

Download the full benefits here

  • Setting the stage (10 min)
  • Introductions and Ice-Breaker Exercise (20 min)
  • The Modeling Landscape (40min)
  • Modeling Best Practices Exercise (20 min)
  • The Modeling Roadmap (10 min)
  • Break (10 min)
  • Applying Models to Drive ROI (60 min)
  • What Will You Do Tomorrow Exercise (60 min)
  • Closing (10 min)



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.


Alice K. Sylvester

Alice is pleasantly surprised that her post-agency consulting life incorporates so many of the disciplines she mastered in her agency career: media research, communications research, brand economics and consumer insights. She has been partner at Sequent Partners for over 8 years after holding a variety of positions at major advertising agencies. She was Senior Vice President, Account Planning Director at DraftFCB and also worked at Young & Rubicam Inc., (Director of Brand Insights) Leo Burnett, (Director of Brand Economics) J. Walter Thompson (Media Research Director) and Tatham-Laird & Kudner (now Havas). Ms. Sylvester has a diverse interdisciplinary background in media research, brand research and account planning.

Alice is a past Chairman of the Board of the Advertising Research Foundation, and a member of the Editorial Review Board of the Journal of Advertising Research. She has chaired the "David Ogilvy Awards for Research Excellence" as well as the "Emotional Response to Advertising” initiative. Alice is co-author of Advertising and the Mind of the Consumer, published in 2000 by Allen & Unwin and Kogan Page.