"Who is Who" with behavioural data: Metering data edge over survey data

Carlos Bort and Carlos Ochoa Gomez

Presents a new approach to overcome the user identification problem, based on data from Spain, by separating individuals' navigation by means of an algorithm that just looks at the data.

Introduction

Data fuels market research; insight generation is impossible without relevant and appropriate data to support it. Fortunately, we are seeing tremendous growth in the amount of new sources and the diversity of data available for research, at a low cost that used to be unimaginable.

Any technological disruption is as much an opportunity as it is a challenge, no matter the field we are talking about. The market research industry is experiencing a major disruption, and it is no exception to this rule.

For many years, the number of ways of accessing consumer data was limited and stable. With...

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