Data fusion and data linkage

Over the last few years, a great deal of potential has been seen in the techniques of data fusion. The practice has not, however, always measured up to the theory.

Data fusion and data linkage

How fusion may now, at last, fulfil its potential

Susan Squires

Over the last few years, a great deal of potential has been seen in the techniques of data fusion. The practice has not, however, always measured up to the theory. The process, which merges disparate sets of data, is not by any means new. However, recent developments arising from opportunities presented by the 1991 Census and the Royal Mail's Postcode Address File (PAF), now mean that advertisers, marketers and research companies can automate data fusion more easily, and can extract more targeting and analysis...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands