Does Fusion-On-The-Fly Really Fly?

Roland Soong and Michelle de Montigny
Kantar Media Research


Data fusion is the practice by which two or more respondent-level databases are brought together to form a single respondent-level database that contains all the previously separate information. Data fusion products are usually produced on a syndicated basis, whereby the fusion database is produced once and for all and issued to all subscribers.

Syndicated data fusion takes a one-size-fits-all approach. There is a sentiment which prefers to have fusions that are customized for specific problems, under the reasonable belief that they might be superior optimal solutions. However, it is also preferred that these customized fusions must be executed rapidly in an interactive environment. Such fast, customized fusions are often referred to as 'fusion on the fly.'