Fusion - its impact on TV and magazine planning and buying

Discusses the potential and limitations of data integration (fusion) in the U.S. and Canadian media context.

Fusion

Its impact on TV and magazine planning and buying

Tony JarvisMediaCom/Grey Global Group and Leslie WoodLeslie Wood Research

 

We would like to clear up much of the confusion surrounding data integration and what it can and cannot achieve.

But first, a summary of how fusion became one of the hottest concepts in the U.S. today.

Prompted by discussions at the ARF's MMTT Council chaired by Leslie, the ARF hosted a oneday workshop on fusion entitled 'Will Fusion come to America?' on December 5th, 2000, which Tony Jarvis cochaired with Kate Lynch of Starcom...

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