Predictive Analytics Consulting

PANEL SERVICE (NRP)

Some customers have licensed a granular data set and want to use that data set to measure behaviors of a national audience.

To enable such measurement, Deductive offers a panel service in which we match the data set to one or more databases with specified demographics. We then use data science to produce weights for each household to balance the data set and make it as representative as possible

We recently created a standard national panel for Inscape data. This includes the above service as well as a cull of TVs to only use those TVs best suited for measurement purposes.

PRIVACY, CHURN AND PANEL MANAGEMENT

Whereas active panels such as those managed by Nielsen, GFK or Kantar enjoy a reasonable degree of stability due to the agreements and incentives used to retain participants, passive panels, such as those constructed with set top box or Smart TV data, are relatively turbulent.

Churn is quite high for both data sets. Consumers are cutting the cord, shaving the cord, shifting to OTT-based virtual MVPDs, updating their TVs and generally enjoying a period of significant change in the way TV is consumed. All of these cause significant daily changes to the household base of the panel.

With CCPA and other new privacy regulations, consumer opt outs cause ongoing change in household composition as well.

Deductive currently recommends weekly updates to granular data panels to maintain accuracy.

CUSTOM PANELS USING INSCAPE DATA

Deductive also provides custom versions of the Inscape panel for licensees that:

(a) use a subset of the Inscape footprint for their application,

(b) prefer to use their own demographic data sets,

(c) want to customize the approach uses, or

(d) have particular needs in terms of the demographics used to make the data representative.

CUSTOM PANELS USING OTHER DATA OR DATA COMBINATIONS

Deductive can provide panel services for any matchable data set. We have extensive experience matching set top box data with Smart TV data and making the resulting combination representative.

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Deductive is a global consulting firm providing data consulting and engineering services to companies that want to build and implement strategies to put data to work. We work with primary data generators, businesses harvesting their own internal data, data-centric service providers, data brokers, agencies, media buyers and media sellers.


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