The People and Ideas That are Reshaping Advertising Research  (2/21/2020)




Friday, February 21, 2020 ♦ 12 Noon





75 Varick Street – 12th Floor




Stars of Attribution:

The People and Ideas That are

Reshaping Advertising Research



Our industry is popping with energy around attribution measurement of television, OOH and digital advertising. It’s the forefront of how we measure the value of these media, and the advertising they deliver, today.


An army of people, not waiting for perfect data or systems to evolve, dove right in, because the opportunity to see what’s working and re-allocate spend mid-flight is so alluring.  There were some notorious false starts – for instance, last click attribution over-valued online search by as much as 30% or so. Today, we’re about 5-6 years in (on the television side, longer on the digital side), a lot wiser and there’s a lot more progress ahead.


At our February meeting, Alice K. Sylvester and Jim Spaeth will take a spin through what’s happening right now – on the measurement front lines … what are the most exciting things going on in attribution – and who’s doing them? Who’s pushing the frontier? What dramatic improvements are occurring -- and what do the innovations tell us about how measurement will reshape advertising and media?


Alice and Jim are the Sequent Partners.  They have been studying the analytics landscape for the industry and advising private clients on best-practices and best-providers for over ten years.  Prior to Sequent Partners Alice and Jim have had research and analytics leadership roles in agencies, advertisers, research providers and have been Chairman and President of the Advertising Research Foundation.  They are both MRC Hall of Famers.   


What people and what ideas are reshaping advertising and media research? You won’t want to miss this!


Please join us with a guest!




We gratefully acknowledge our Sponsor

Horizon Media

Analytic Partners



Luncheon Details:


Meeting dateFriday, Feb 21, 2020


Time:              12 noon – 2:00pm


Where:           Horizon Media, 75 Varick Street, 12th Floor


Luncheon Fees: 


MRC Members - $60.00 Click link: Pay with Credit card


Guests - $75.00 - Prepayment REQUIRED. Click link: Pay with Credit Card


Cancellation & RSVP Deadline:

Tuesday, Feb. 18th.   No refunds will be honored thereafter.




MRC Active Members MUST ATTEND AT LEAST TWO (2) luncheons

to maintain membership status.


Winter/Spring 2020 - Luncheon Dates


January 31st

Cross-Platform Measurement:

What Do Brand Advertisers Really Want?


February 21

Stars of Attribution — The People and Ideas That are

Reshaping Advertising Research


March 27

Ageing in America:   New Research Findings and

Marketing Opportunities from VMLY&R Global Health Practice


April 17

The American Voter:   What Is Going On?”


May 15

Inside Today’s Challenging Global Spirits Business:  

New Audience, New Media, New Distribution Channels


June 19

Market Research Council Hall of Fame Awards






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