Media planning enters the 21st century

Lisa Rudman, Michelle Crellin and Melissa Heath

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 taken in the United Kingdom and United States.

Media Planning Enters The 21st Century

Using fusion to produce mixed media reach and frequency whilst preserving the currencies and its impact on the future of media planning

Michelle CrellinBMRB InternationalLisa RudmanKMR Software andMelissa HeathKMR Software

To Constrain or to Not Constrain? Executive Summary

KMR utilises two different methodologies for fusing datasets: Constrained Statistical Matching and Unconstrained Statistical Matching. In order to arrive at a decision about which methodology to use in the United Kingdom, United States and Brazil, we have produced fusions using both methodologies and compared the results.

This paper shall...

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