Data integration

This article provides guidance on best practice when dealing with data integration. There is growing demand for data integration as the range of media channels continues to grow and fragment.

Data integration

Steve WilcoxRSMB

Good data integration requires coherent statistical principles. A recent Institute of Practitioners in Advertising report delves into how these techniques are becoming more important when managing complex and large data sets.

Data integration has been around for many years, even if it didn't have that label. Demographic targeting for ad schedule planning is a good example. But it was when respondent-level data fusion was introduced to the UK market that the subject really became an industry debate.

By its nature, data integration does not easily lend itself to transparency. Your data, or more often someone...

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