CIMM Partners with 4A’s to Explore Best Practices In Cross-Platform Attribution and ROI Analysis

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Initiative will result in a whitepaper issued in Q4, penned by Sequent Partners


New York, NY, September 15, 2016 – The Coalition for Innovative Media Measurement (CIMM) today announced it will collaborate with the 4A’s Media Measurement Task Force and Sequent Partners to determine best practices in cross-platform attribution and ROI analysis.


The analysis will focus on current and emerging practices in cross-platform ROI estimation, including attribution modeling, marketing mix models and single-source analyses based on exposure and purchase data matched at the household level. It will also explore data inputs, modeling techniques, model outputs and organizational and educational issues, among other techniques.


A report featuring the groups’ findings will define “state of the art” approaches to measurement, provide guidance for working with attribution and ROI services and prioritize areas for innovation and improvement. The whitepaper, to be issued in Q4 2016, will be developed by Jim Spaeth and Alice Sylvester, co-partners at Sequent Partners, a specialized media metrics and brand consultancy company.


Spaeth is a former president of The Advertising Research Foundation (ARF) and has led the media research and planning function at General Foods and Young & Rubicam.

Sylvester, a past Chairman of the Board of ARF, has held a variety of positions in research and planning at several major advertising agencies, including DraftFCB, Young & Rubicam, Leo Burnett and J. Walter Thompson.

Spaeth and Sylvester will conduct interviews with analytics users at providers, agencies and advertisers to gain perspectives on their experiences using various techniques, as well as examine case studies. They will then conduct an RFI and interviews with leading analytics providers.


“Attribution modeling and audience measurement are evolving somewhat independently of each other and not necessarily in a synergistic manner,” says Jane Clarke, Managing Director and CEO of CIMM.  “The desire through this white paper is to define best practices in the area now, before the current data collection and modeling methods being used become entrenched and inhibit an optimized approach moving forward.”


“Every marketer we’ve spoken with in the course of our consulting work this year told us they are seeking more timely, granular and actionable ROI insights.  While there are a variety of analytical routes being taken, the mission appears to be universal.  We hope this study contributes to their success,” said Alice K. Sylvester, Partner at Sequent Partners.


Members of 4A’s Media Measurement Task Force will help frame the study and recommend agencies and vendors to be interviewed for insights into their best practices; the report will not serve as an evaluation of exact agency offerings. The Task Force will also review the recommendations as the report is finalized.


“We are looking forward to working with CIMM and Sequent Partners to support this whitepaper on cross-platform attribution and measurement,” said Terry Cohen, SVP, Media and Data practice at the 4As. “Attribution and ROI analysis are top priorities for all advertisers, and we believe the findings will be extremely valuable to our members as the discussion around measurement continues.”



About CIMM

The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement.


About the 4A’s

The 4A’s is the catalyst for bringing together the right people in the right place at the right time to address the advertising industry’s most critical business issues. We provide leadership, advocacy, guidance and community to our members and the industry at large, with proprietary access to the people, information and tools needed to make smarter management decisions. Its mission is to help agencies become more successful. Visit the 4A’s at

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