Media mix, multi-media, media neutral: Fusion

 

This paper describes a research initiative designed to better understand the nature of how audiences consume television and online content. Through a data fusion process joining two separate responden ...

This paper describes a possible way to reduce the risk of a common client requirement, namely “to know everything from one survey”. Facing the dilemma of unrealistically long questionnaires of single- ...

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology. It is derived from the empirical application results of TV advertisement s ...

Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of mul ...

Tony Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration. He quotes ...

Collection of sufficient information on a single-source survey is a well documented barrier to multi-media evaluation. There are a number of methods used to attempt to ameliorate this information prob ...

This paper addresses the elusive quest for that one single best method for data integration. We assert that this is a fool's quest since at the heart of learning theory is the famous No Free Lunch The ...

In this chapter of the ‘Best Practice’ series, Colin McDonald looks at data fusion – the combining of data from two different surveys or databases so that they can be analysed as if they came from on ...

This paper advances the debate concerning the future of market research by presenting nine new rules to guide thought and action in a period of transition. These become the market researcher's manifes ...

This paper presents a quick data fusion algorithm (known as predictive isotonic fusion) that is customized on a case-by-case basis. The accuracy of this data fusion for target group ratings was compar ...

This paper has two purposes: first, to evaluate the commonly used methods of mixed media analysis in the light of relatively new research amongst users of such techniques; and secondly, to re-visit a ...

In this article Erwin Ephron suggests that data fusion could be an effective alternative to single source. He explains the concept of fusion and introduces a newly released example of the use of fusi ...

The author argues that brands are increasingly suffering from 'attention deficit disorder' by their consumers. Advertisers recognise this as far as creative content is concerned - but not when it come ...

MRI viewing data were compared to Nielsen ratings across 84 programs to determine whether one system could serve as a single-source surrogate for the other. Exposure to TV Program was determined among ...

The use of the 'recall' methodology for radio audience measurement is widely adopted for good quality results and positive cost-benefit relationship. Nevertheless, although very effective for the eval ...

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches tak ...

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. The data were obtained by a fusion between the people meter panel and a consume ...

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as ...

Report on a feasibility study by the CARF Data Integration Committee into possibilities for providing a unified product-linked media database for the whole advertising industry. Objectives and criteri ...

This paper introduces a new media planning tool entitled Mercury which uses data fusion and enables the user to analyse schedules across media. At present the system is limited to TV and press but ra ...

Discusses media-product data fusion. Arguments for and against fusion are considered. Applications for target group ratings and multimedia schedule evaluation are illustrated. Objections and problems, ...

Discusses media-product data integration, arguing that consumer analysis must precede any attempt at fusing different media. A general approach, Evaluative Frames, for constructing specific solutions ...

Discusses the potential and limitations of data integration (fusion) in the US and Canadian media context. ARF's 2000/2001 workshops on the subject. Key industry objectives summarised. Work of the Fus ...

This paper looks at how multi-media optimizers are likely to affect the US media planning and buying environment over the next few years. It begins by outlining how the last 'big' technology of televi ...

Increased media fragmentation has lead to a corresponding increase in media audience data, and increased complexity in media analysis. The complexity is most evident for multi-media and cross-platform ...

This paper introduces a method to create a multimedia package based on a close psychological affinity between a brand and media vehicles as a preliminary stage before considering cost-efficiency. Whil ...

This paper begins with the premise that the aim for any advertiser is to achieve increased advertising productivity by achieving more powerful impact at a lower cost. It demonstrates theoretically and ...

As we think about data fusion, I'm reminded of the 17th Century character who exclaimed, 'Good heavens! For more than forty years I've been speaking prose without knowing it.' I suppose today that wou ...

Discusses data fusion, as now being developed in the US. Brief history of gradual acceptance of the idea, to make optimisation methods work. Describes: how fusions work, fusion laboratories, simple do ...

Response rates are among the hottest topics in the research industry. Panel research, in particular, is directly confronted with the effects of declining response rates. In the Netherlands, one of the ...