Sign off change in Data Integration – improving profiles
Beste NOBO deelnemers, Martijn Brinkhoff already informed you about the redelivery of NOBO data for April. With this mail I would like to give you a little bit more information (and the opportunity to ask for details) about the change we are able to make.
The last few months the taskforce Data Integration (a subcommittee within the VINEX TC and specialists from DI Team at KANTAR) took a deep dive into the process of data-integration and calibration that is used to integrate census and paneldata. We asked KANTAR to share more details and data in order to understand the processes better and identify opportunities to improve it, and/or define rules for reporting if there is reason for it. This work led to a change in the data integration process (related to the Tree Sync Algorithm as some of you may know) that improves the outcomes on (mainly) profiles at the level of media brands for especially smaller titles. These are reflecting the original measurement in panel better now. The impact on overall reach for media brands is limited – as was expected. The proposed change was signed off in the TC on May 3d 2018 and will be effective from April 1st onwards. The April data will be redelivered this week and processed by the software agencies.
Important for NOM Participants:
The improved data will also be used for the NOM NOBO fusion (NOM Mediamerken file) over Q2 2018 and onwards. What’s next: The taskforce DataIntegration is going to be integrated in the TC and within the TC we like to proceed with the optimization of this process and it’s key components. We will keep you posted on this. Please let us know if you have questions about this. There is a slide deck available that outlines the process we went through, but that is still quite technical. Just let us know if you are interested. Kind regards, Karin Schut, Directeur VINEX