Pete Doe, chief research officer, clypd, is an expert in data fusion and TV currency audience products both in the UK and in America. He moved to clypd from Nielsen, where he helped launch the company’s data fusion efforts, which has brought him great satisfaction. “Data fusion is no longer seen as something unusual or unacceptable,” he said.
Charlene Weisler: What is the state of data fusion in the U.S. today?
Pete Doe: What’s happened in the last decade is that data has come to us from all angles… We all walk around with cell phones, and that is generating data every second of the day. The need to understand consumers through data has existed for decades, but now there is so much more data available. That means we need to integrate data to make sense of what consumers are doing.
Read the full Q+A here.