Pure single-source data and take-off time for Project Apollo
Even marketers who eschew soft measures of advertising effects are being routinely led astray by correlations between aggregate (weekly/monthly sales) data and their advertising spend. But change is afoot in the world of advertising research, due to the unobtrusive collection of individual-level single-source data. 'Pure single-source' data record households' (or individuals') buying behaviour – brands bought and associated universal product code (UPC) information – and simultaneous exposure to advertising, ideally across multiple media, continuously for the same people.
Marketers of the future will use pure single-source data everyday. Their modelling, metrics and decision-making will be based on it. Such data will revolutionise marketing effectiveness research, so today we discuss where this revolution stands.