Coffee with Michael and Tom Episode 3 Modeling Up From Devices To Households

Coffee with Michael and Tom Episode 3 Modeling Up From Devices To Households

Tom Weiss, Thu 06 August 2020

In this third installment of Coffee with Tom and Michael, they tackle the somewhat specific question of how best to extrapolate from a limited number of TVs per home to create viewing data that is representative of all TVs in the home. The iconic example is the Inscape data, which has quite good geographic coverage of the US, but only 1.1 Smart TVs per home as compared to roughly 2.5 TVs per home across the US.

The data science team at Dativa built a model that varies based on the reach of a campaign.  Tom demonstrates the math.

 

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