Welcome to the medium data world of audience research, says MEC’s Bhaskar Khaund
In their Big Data: A Revolution That Will Transform How We Live, Work and Think Viktor Mayer-Schonberger and Kenneth Cukier identify the availability of all of the data points as the defining characteristic of big data. In other words, big data is to be understood in contrast to sample-based data. They then go on to argue that in a big data world, since all of the datapoints are available, sample-based extrapolation becomes redundant.
How does this construct – big data as N=All and the redundancy of sampling – apply to media audience measurement?
Audience measurement today comprises two parts: the
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
