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 the respondent level, by data common to both datasets'[1].
The ARF defines data integration as 'A formal process to combine information from two or more separate data sources, making use of information in...