The future of fusion

Tony Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration.

The Future Of Fusion

Tony Jarvis ARF

The ARF (Advertising Research Foundation) defines data fusion as 'The creation of a pseudo-single source, respondent-level database from two or more independent respondent level databases, linked at...