News
News
Thoughts and updates
A chat about synthetic data
Neil talks to John Conway of 'ML's Like Teen Spirit' about the possibilities and potential drawbacks of synthetic data.
Congratulations to ITV (with some Sequence help)
ITV's "Creative Boost" took bronze at the 2025 Media Week awards, with modelling from Sequence Analytics.
Listen to a podcast
Neil Charles talks to Dan Barnett on the 'Data is Everywhere' podcast about MMM, football analysis, AI, learning analytics and starting a business.
How Marketing Mix Modelling Works
An interactive story explaining how marketing mix modelling works.
Making Effectiveness Work
Written for the IPA, 'Making Effectiveness Work' is a guide to advertising measurement and creating a learning culture in your organisation.
Your Brand is a Castle
We measure advertising as attack, but a brand's main job is defence: stopping competitors from taking the sales you already have.
Five things a marketing mix model will always tell you
A short slide deck on five things a marketing mix model will always tell you.
Why isn't your dashboard being used?
A short slide deck on why dashboards go unused.
The most important chart in advertising
Brands that stopped advertising lost 10% of their market share after one year and 30% after four. Advertising defends far more than our models measure.
The Stages of Marketing Measurement
When marketing measurement doesn't work, it's usually because you're holding onto techniques that suit a smaller business than yours.