February 18, 2021 – Twenty-Five Data and Analytics Breakthroughs Essential to Complete the Transformation of Television Advertising

For decades, advertisers thought delivering ads to broad demo targets wasted some of their ad budget. Today we are finally able to deliver television ads to finely tuned, purchase-based audiences. And optimize the business impact of a television campaign.

Television is being transformed at a head-spinning pace and defining a bold new vision.

Are we there yet?  No! 

Sequent Partners has developed the plan – the 25 breakthroughs required to fulfill the vision.  We will share the plan, for the first time, at the MRC during our next webinar on Thursday, February 18, 2021 at 12:30pm ET.

For the past decade, Sequent Partners has had a birds-eye view of developments in media/advertising data and analytics from our ground breaking industry studies for CRE, CIMM, ANA, 4As, IAB, MMA, OAAA, TAB/Geopath, DPAA, WOMMA, MRI, Arbitron, AHAA as well as our proprietary work for advertisers and publishers.  Alice K. Sylvester and Jim Spaeth have mined these experiences to develop the 25 breakthroughs.

About our Speakers:

Alice Sylvester is a past Chairman of the Board of the Advertising Research Foundation, on the Editorial Review Board of the Journal of Advertising Research, chaired the “David Ogilvy Awards for Research Excellence” and the “Emotional Response to Advertising” initiative. She is the co-author of Advertising and the Mind of the Consumer, published by Allen & Unwin and Kogan Page.  Alice is a member of the Market Research Hall of Fame.  She recently completed an executive program in Artificial Intelligence for Business Strategy at MIT.

Jim Spaeth, prior to co-founding Sequent Partners, served as President of ARF, The Advertising Research Foundation, for seven years. He has served on the boards of a number of industry associations. Jim holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics. He is a member of the Market Research Hall of Fame and a winner of the ARF’s Erwin Ephron Demystification Award and co-author of Market Research Matters and numerous articles.



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We Gratefully Thank GEOPATH for providing the technology, Zoom