Each year that passes introduces new challenges in analyzing and making sense out of media data. Combing through all the numbers and research studies available to you can seem extremely daunting, especially when you’re trying to assess the performance of multiple channels at once. When it comes to addressing these issues, media data processing software is invaluable.
The Importance of Media Data Integration
Just possessing high-quality data isn’t enough – an investment in research studies won’t generate a return on its own. Digging into that data and interpreting it in a way that makes sense for your business is critical, and without data integration, this process can take an excruciatingly long time.
Because the goal of each study is to accurately measure audiences for a specific form of media, many independent surveys often produce a siloed analysis. This works well for each media type, but when considering how many different outlets a business may be utilizing at once, separately analyzing survey results for each individual media channel is one big headache.
Proprietary software such as Multibasing™ utilizes data integration techniques that statistically combine the results of various surveys in order to effectively evaluate cross-media strategies. Once results have been analyzed and interpreted, choosing and scheduling each form of media is a cinch. Once all media data has been processed and analyzed, you’ll be well-equipped to begin the media planning process in Media360.