The promise of fusion

In this article Erwin Ephron suggests that data fusion could be an effective alternative to single source.

The Promise Of Fusion

Erwin EphronEphron, Papazian & Ephron Inc.

 

It is almost a species imperative. Brands strive to grow because big brands survive and prosper. They are the most profitable and the easiest to sustain.

But it is hard to have big brands without big media, and that need for big media reach, in the face of TV fragmentation, has pushed advertisers towards media-mix.

This is more than a flow-chart strategy. A media-mix requires combining data sources to estimate cross-media duplication and campaign reach and frequency. Television and print top the list of databases that need...

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