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The future of fusion
Tony Jarvis, Admap, October 2004, Issue 454, pp. 123-124
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.
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 the views and opinions of committee members.
Multimedia audience measurement
Peter Masson and Sue Elms, Admap, October 2004, Issue 454, pp. 154-154
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 multimedia audience research.
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 multimedia audience research. Masson describes the limited and flawed data that is available in a number of countries, and how with repeat interviewing, modelling and data integration he works towards a multimedia reach and frequency map. Elms reviews the UK situation where a variety of solutions have been developed.
What is fusion?
Colin McDonald, Admap, June 2004, Issue 451, pp. 12-13
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 one.
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 one. He discusses the history, validation studies and problems. As usual, an exemplary reading list is provided.
The promise of fusion
Erwin Ephron, Admap, December 2002, Issue 434, pp. 42-44
In this article Erwin Ephron suggests that data fusion could be an effective alternative to single source.
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 fusion - a special purpose MARS/NTI database designed to over-represent consumers suffering from specific ailments. In the fusion individual records from MARS are joined to the individual respondents records of the Nielsen Peoplemeter panel. The author demonstrates that the fused database reports national estimates of magazine reading and TV viewing among sufferers of specific ailments. He explains that while, until recently, fusion had focused on estimating cross-media duplication for mix-media planning and optimisation an equally important use is in targeting television. He illustrates two examples of cost savings of 13% and 24%. He asks 'why does this happen and should we be convinced by the results?' The conclusion is that fusion is sound enough to use for planning in these particular cases. He suggests that rather than asking 'how good is fusion' the question should be 'is using fusion better than what is currently being done?'
Canadian Advertising Research Foundation data integration committee report
Terry Rushbrook, Canadian Advertising Research Foundation, June 2002, pp. 1-4
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.
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 criteria are listed. Concerns discussed include: impact on market data, sample sizes, choice of supplier, software systems, data availability, sample methodology.
The pros and cons of fusion
Roland Soong, Canadian Advertising Research Foundation, March 2002, pp. 9-11
Discusses media-product data fusion. Arguments for and against fusion are considered.
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, and ways they may be met, also illustrated. The Canadian situation is discussed: data available, technical issues, lessons from the Americas, who will be involved.
So much data, so little time
Mark S. Maiville, Canadian Advertising Research Foundation, March 2002, pp. 6-9
Discusses media-product data integration, arguing that consumer analysis must precede any attempt at fusing different media.
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 is briefly described. These are derived from consumer analysis and utilise existing knowledge of segmentation and key business drivers.
Fusion - its impact on TV and magazine planning and buying
Tony Jarvis and Leslie Wood, Canadian Advertising Research Foundation, March 2002, pp. 1-5
Discusses the potential and limitations of data integration (fusion) in the U.S. and Canadian media context.
Discusses the potential and limitations of data integration (fusion) in the U.S. and Canadian media context. ARF's 2000/2001 workshops on the subject. Key industry objectives summarised. Work of the Fusion Laboratory in the US, developing `Full Sample Fusion' method: sponsored by several media and research interests, its purpose is 'to determine if fusion works for the U.S. market - in other words to obtain a clear picture of what fusion is and what it can do'. First phase of this work involved running and testing 36 fusions using 4 different methodologies (described). Findings: some fusions work but most do not; demographics are poor predictors of media and of product usage (and on their own are therefore poor hooks). The Lab strongly recommends 1) an industry agreed-upon set of tests against which to benchmark all fusions in order to determine the strengths and weaknesses of each new fused database, 2) that at least two key tests be required for any fusion (cross survey tests of variables pre and post fusion, and self fusion tests comparing known to fused values), 3) all respondents should be included in a fusion, 4) a variety of fusion hooks should be used (various types discussed). Ideal fusion for the U.S. proposed: full MRI database with TV ratings matching Nielsen (discussed). Advantages of Full Sample Fusion over the conventional method described and illustrated: it meets all the recommended criteria..
Fusion and other futures
Paul Donato, Canadian Advertising Research Foundation, September 2001, pp. 1-9
Discusses data fusion, as now being developed in the US. Brief history of gradual acceptance of the idea, to make optimisation methods work.
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 donor fusion, constrained fusion, `fusion on the fly', composite fusion, how all these have been invented to solve problems of earlier versions, validation issues. Nielsen is working with fusion laboratories to help facilitate learning. There is a short `technical appendix' glossary of terms. Discussed: the need for a relatively simple, transparent fusion system that can be agreed for industry use for media audience estimation and duplication; this would be complementary to proprietary fusions that are developed by individual agencies for assessing how media interact to communicate a message. Nielsen Media Research are developing several models for audience estimation, of which fusions are just a part.
Linking sales tracking data to television viewing
Sue Elms, Admap, April 1997
A review of single-source data which links purchasing and television viewing, whether through single-source panels or by data fusion, and its effects on media planning.
A review of single-source data which links purchasing and television viewing, whether through single-source panels or by data fusion, and its effects on media planning. The author considers the difficulties as well as the advantages of these methods, and outlines what media departments are in practice doing. Global interest has grown, and the Jones work with Nielsen data has given practitioners more confidence in seeking and exploiting innovations in this area. The article pleads for more exploration of ways to link sales and media data practically, and for better data access at acceptable costs to be made by the research owners. Exhibits give useful lists of the data fusion systems and single-source panels currently available across Europe.
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