It is hard to find a major audience measurement service that does not employ statistical wizardry of one sort or another. From simple weighting of survey results, to correct for sample imbalances, to modelling the audiences, to hard-to measure media, the use of statistics and algorithms is increasing.
The digital revolution means advertisers and media companies need more information than ever before on media usage. Yet people are less willing than they have been in the past to participate in surveys and, even when they can be persuaded to do so, want to be engaged rather
This conundrum of needing more information while finding it harder to collect from surveys alone is likely to get harder rather than easier as time passes.
In this white paper, we look at how data science techniques are being used in media measurement to provide clients with better quality information, while keeping the burden on respondents to a minimum.