Data Integration: Understanding media in context
Recent global and societal events have shaken the status quo and reshaped the way we live and do business. It has shown us all how predictions are rarely accurate and how volatile reality is. At the same time, brands must adapt, and the need for evidence-based decisions is greater than ever.
With the explosion of data sources, businesses have access to more consumer data than ever before. Through data integration, we can combine available behavioural and attitudinal data sources to achieve a holistic, unbiased view of consumer behaviour. Data integration takes the best of the two data types and creates a single, coherent view that provides both detailed information on actual behaviour and supports an understanding of the needs and attitudes behind them.
