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Measuring Response

Measuring Response

Measuring what your adverts have achieved is difficult but not the most difficult part of marketing.

The most difficult part of marketing is forecasting what your future adverts will achieve.

There isn’t a magic bullet solution to marketing measurement, but at Sequence we have a deep knowledge of all of the different measurement techniques available, their strengths and weaknesses, and strong advice on when to use each one.

We’ve built all of them before. Often from scratch.

We have ways to fit them all together so that they make sense and complement each other.

And we boil down the results into plain English with clear recommendations.


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.


Read More...

Listen to a podcast

How Marketing Mix Modelling Works

Making Effectiveness Work

Your Brand is a Castle

Five things a marketing mix model will always tell you

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