As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.
Machine learning and statistical models have evolved to provide an extremely sophisticated understanding of the contribution of each marketing investment and the interactions between them. But models can leave marketers vulnerable to misguided decisions and the underutilization of data and analytics, which inhibits them from realizing the full value of the insights the model can provide, says Alice K. Sylvester, Partner at Sequent Partners.
