Pure single-source data and take-off time for Project Apollo
Rachel Kennedy, Colin McDonald and Byron Sharp
Even marketers who eschew soft measures of advertising effects are being routinely led astray by correlations between aggregate (weekly/monthly sales) data and their advertising spend. But change is afoot in the world of advertising research, due to the unobtrusive collection of individual-level single-source data. 'Pure single-source' data record households' (or individuals') buying behaviour – brands bought and associated universal product code (UPC) information – and simultaneous exposure to advertising, ideally across multiple media, continuously for the same people.
Marketers of...