Confusion by Fusion

Pym Cornish

Data fusion can be a dangerous practice unless its limitations are recognised.

Confusion by Fusion

Data fusion can be a dangerous practice unless its limitations are recognised, argues Pym Cornish

THE HOLY GRAIL of marketing and advertising planning is single source data. If you have a single study which simultaneously collects the detailed media behaviour and the product purchase behaviour of a representative sample of the population over time, you can read off the exposure of each member to campaigns and the effects on their consumption of brands within product categories. Hence you can plan to optimise the effectiveness of future campaigns in terms of media, content and related marketing activities....

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