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Ipsos Update – January 2018
Happy New Year! Welcome to the first 2018 edition of Ipsos Update – our monthly selection of research and thinking from Ipsos teams around the world.
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The Age of the Algorithm
It is hard to find a major audience measurement service that does not employ statistical wizardry of one sort or another. From simple weighting of survey results to correct for sample imbalances to modelling the audiences to hard-to-measure media, the use of statistics and algorithms is increasing. In this White Paper, Andrew Green and Mario Paic explore some of these techniques.