At a time when smartphones, digital devices and connectivity are aspects of everyday modern life, there’s no shortage of data for marketers to tap into for insight into consumer behavior. Not all data, however, are created equal, and it’s critical to understand that when it’s used for measurement perspective, data is only as good as its root source.
In the media industry, device and audience fragmentation are rampant, but everyone is a potential customer. In the U.S., adults 18 and older spend almost four-and-a-half hours each day with live and time-shifted TV—that’s more than half a traditional work day. And to ensure that networks, brands, advertisers, agencies and other market participants have accurate, representative measurement of TV audiences, we use panels made up of real people to backstop our TV measurement. That’s why our data is the currency that the TV industry uses for buying and selling advertising.
Per comprendere meglio il ruolo dei nostri panel nella misurazione televisiva, abbiamo parlato con Natalie Coser, vicepresidente della divisione Data Science, che ci ha fornito informazioni sull'importanza dei panel, sulle caratteristiche di un buon panel e sul futuro dei panel nel contesto della crescita dei big data.
