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Big data sets provide exponentially larger audience sizes than traditional panels can provide, but they lack specific audience information. To be holistic and representative, measurement needs to leverage big data in conjunction with panel data.
At the Advertising Research Foundation’s (ARF) Shopper x Science 2019 event at Google’s headquarters in Chicago earlier this month, Scott McKenzie, Global Intelligence Leader, Nielsen, took the stage to share the importance of trust and transparency in a brand’s marketing initiatives.
In front of an audience of TV veterans and digital newcomers, Megan Clarken, President of our Watch business, spoke about the convergence of industries at the Advertising Research Foundation's (ARF's) recent hosted audience measurement conference, AUDIENCExSCIENCE.
Research and creativity don’t always play well together—a battle of the left brain versus the right brain, if you will. However, big data has the power to bring these two seeming adversaries together by revealing people’s hidden interests and thoughts. And when they are merged, the...
This year, Nielsen is a platinum sponsor of the conference and will be featured on four mainstage and breakout sessions. Our experts will use our combination of data and science to share what actually makes effective advertising.
Big data keeps getting bigger as the number of devices we use on a daily basis continues to grow—and it’s confounding marketers looking for the most accurate measurement of their marketing ROI. But instead of a single measure, a multi-model approach may be marketers’ best chance to measure...