Workshop: Don’t Let An ROI Model Ruin Your Day! – 5 ways to turn around death by marketing mix or attribution models
Synopsis: Have you lost business because your client’s ROI model said that OOH “didn’t work?” This presentation will arm you with five winning rejoinders that can turn the situation to your advantage.
Jim Spaeth co-founded Sequent Partners over 13 years ago. During that time, he has consulted on media and brand metrics for many of the country’s foremost media, associations and marketers. Spaeth also founded USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners.
Prior to co-founding Sequent Partners, Spaeth served as President of ARF, The Advertising Research Foundation, for seven years. Under Spaeth’s leadership, ARF expanded its scope to incorporate all aspects of market research practice on a global basis, including marketing and media ROI, CRM, brand valuation, digital marketing and the transformation of the research function to a business discipline focused on value creation.
Prior to his leadership role at ARF, Spaeth spent over a decade developing new research tools to improve clients’ business performance at PEAC ViewFacts, ScanAmerica and ASI. He has also led the media research and planning function at General Foods and Young & Rubicam.
Spaeth is the co-author of Market Research Matters and numerous articles, as well as a frequent conference speaker. He has served on the boards of a number of industry associations. Spaeth holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.