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...