See also: Data Integration, Blind Matching
CIMM DEFINITION: Comparison of two or more datasets where each dataset maintains its individuality and uniqueness.
2: “Data matching is most effective for measuring ROI, correlating specific household tuning exposure with household consumer purchasing behavior from within the same observed household. Household matching (i.e. shopper panels and STB tuning) is de facto the new single source and yields the highest level of accountability for much more reasonable costs. Using STB and other consumer databases afford sample sizes that allow for brand analysis which is impossible using traditional single-source panels.” (Source: Nielsen)
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