Data Fusion

Dropping willingness to participate in research studies and a growing complexity of the media landscape make it more and more difficult to singularly measure the media consume of a person with just one specific measurement device or questioning tool. Simultaneously, the need for a broad and cross-medial data collection of media consume is growing due to media convergence.

Data fusion is a methods of data integration, which offers a solution for these challenges by merging data from various data sources.
Data fusions should never be standardized but have to be adapted for specific problems. GfK Telecontrol has a wealth of experience in the development of such methods and applications. An experienced team of methods engineers and media research experts develop the respective applications according to customer demand.

Furthermore, GfK Telecontrol uses specific data fusion models to integrated data from different measurement components into the Universal Meter System (UMS). Like this, UMX data are being enriched with data from Mediawatch, USX or TV Logger.