The Future Of Fusion

Tony Jarvis

The ARF (Advertising Research Foundation) defines data fusion as 'The creation of a pseudo-single source, respondent-level database from two or more independent respondent level databases, linked at the respondent level, by data common to both datasets'[1].

The ARF defines data integration as 'A formal process to combine information from two or more separate data sources, making use of information in the databases for the purpose of accurately  estimating certain values that are not available in any single data source' [2].