Single Source Data

July 26, 2012

CIMM DEFINITION: Different kinds of data that are derived from the same viewer or household. Can be media data, shopping data etc.

2: Data that is derived from one source. Single source data is the electronic measurement of TV (and possibly other media/marketing) exposure, and purchase behavior for the same household. This measurement is gauged through the collection of data components supplied by one or more parties overlapped through a single, integrated system of data collection. The means by which these data are stored is known as a single source database. In TV advertising measurement, single source data are used to explore an individual’s loyalty and buying behavior in relation to advertising exposure within different windows of time – e.g. year, quarter, month, week. In this sense, single source data is a compilation of (1) Home-scanned sales records and/or loyalty card purchases from retail or grocery stores and other commerce operations, (2) TV tune-in data from cable Set-Top Boxes or people meters (pushbutton or passive) or household tuning meters, and (3) Household demographic information. The value of single-source data lies in the fact that it is highly disaggregate across individuals and within time. Single source data reveals differences among households’ exposure to a brand’s ads and their purchases of those brands within advertising fluctuations. (Source: Wikipedia)

3: The ability to report on integrated media/advertising and CPG product purchases behavior measures. (Source: Kantar Media Audiences)