Category Archives: White Papers

Sequent Partners Whitepaper: Driving More Profitable Business Investments with Holistic Commercial Effectiveness Analysis

Helping CEOs, CFOs and CMOs Sleep Better at Night Prologue Through our recent work in assessing the ROI measurement landscape, Sequent Partners has seen a tidal shift in sentiment toward marketing mix modeling. Long a stalwart of corporate finance and marketing, some people still view mix models as too slow, too macro and too backwards-looking. […]