The Sequence Toolkit

At Sequence we build frameworks to join your analytics together, creating a single, coherent picture of customer behaviour but we do rely on recognised best-practice techniques.

Here are some of the tools in our toolbox…

Response modelling projects are all about measuring the effectiveness of your marketing in both the short and long term.

Econometric Modelling

Also known as Marketing Mix Modelling, econometrics is the gold standard of advertising measurement and is the foundation for sales forecasting. For established advertisers with a complex media mix

Online Response Econometrics

Less complex than full econometrics but still extremely powerful. Are you trying to unpick how mass audience channels like TV affect your paid search? This is what you need. For growing web-response advertisers making the move from online-only advertising into other channels.

Attribution Modelling

Improves on ‘view-through’ or ‘last click wins’ methods by attributing credit for each sale to the multiple adverts that customers see on their way to purchase. For online advertisers trying to unpick how different advertising channels work together.

Customer profiling projects start from your behavioural web data and customer database. They help to understand who to target and when, with which marketing messages and using which channels.

Customer profiling is at the heart of understanding where growth will come from and how to achieve it.

Segmentation

Sequence’s segmentations are rooted in behavioural analysis of your customers and web visitors, to find potential sources of growth that marketing can activate. Every brand should have a customer segmentation.

Geo Profiling

Geographic profiling of current and potential customers. Are you deciding which geographic areas to expand into with marketing, deliveries or physical retail? This is what you need. For advertisers trying to understand where best to expand and/or where to geographically target their marketing.

Tracking dashboards are your Monday morning status report, alerting you to any problems that might need attention. They bring together customer profiling and response modelling in an fast, easy to read summary.

Dashboards

Information rich, easy to understand and designed to draw your attention where it’s needed, our dashboards and reports are designed to quickly summarise the results from complex modelling, profiling and forecasting into actionable KPI’s.

Interactive Tools

Sometimes a static dashboard isn’t enough and you need to go further with a fully interactive application. We build in R/Shiny and Google Appsheet to create powerful web and mobile apps.

We also enjoy sharing our knowledge through consulting and training.

Data & Analytics Audit

Sometimes you don’t know what you don’t know. If you’d like an experienced hand to look over your marketing setup, data and existing models and to tell you what’s working well (and not so well) and what’s possible, do get in touch.

Software & Tech Advice

PowerBI or Tableau? Or Looker Studio?
Excel, Python or R?
Should you transition to cloud?
What does an effective analytics department look like and how do you hire data scientists? What even is a data scientist?
We can help.

The Sequence Toolkit

Econometric Modelling

Online Response Econometrics

Attribution Modelling

Segmentation

Geo Profiling

Dashboards

Interactive Tools

Data & Analytics Audit

Software & Tech Advice

How Marketing Mix Modelling Works

Making Effectiveness Work

Your Brand is a Castle

Five things a marketing mix model will always tell you

Why isn’t your dashboard being used?

The most important chart in advertising