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.
TV 측정에서 패널의 역할에 대한 이해를 높이기 위해 데이터 과학 담당 부사장인 나탈리 코서에게 패널의 중요성, 좋은 패널의 특징, 빅데이터의 성장에 따른 패널의 미래에 대한 인사이트를 들어보았습니다.
