Bridging the gap between “who I think I am” and “who I actually am”


In the age of performance and programmatic marketing, speed and accuracy is critical at every stage of campaign development. However, a challenge for marketers is the gap between consumers’ declarations and their real-time behavior. Speaking at the ESOMAR Asia Pacific conference, Carat presented a peer-reviewed paper and three case studies exploring the progress in data fusion to an audience of 300 professionals and insights leaders.

Insights Report
Bridging the gap between “who I think I am” and “who I actually am”

To meet the challenges of convergent planning, we have been investing in a proprietary consumer media study (CCS) for ten years, providing a deeper insight into consumer media consumption and behavior, as well as the demographics, lifestyle behavior and interests across more than 60 touchpoints.


As our clients use CCS to define and understand their most valuable consumers, Carat wanted to find ways to reduce this gap and increase accuracy. We did this by integrating our data with third party data.


These data fusions bring three key benefits:

  • Data collected from CCS help us understand the profile of our consumers
  • Augmenting the accuracy of the media channel through data collected from near real-time interactions with media touchpoints.
  • With data-driven understanding of the consumers, advertisers can deliver more relevant messaging in key moments.

In this paper of Bridging the gap between “who I think I am” and “who I actually am”, Carat will share three projects of data integration in APAC region, showing how we were able to measure the impact of our investment in digital video while boosting the overall ROI, how we found common variables between our CCS and TAM data, and how we connected datasets using a proxy panel.

The paper concludes with finding that to proceed with a fusion study is essential to establish the objectives of the project. At the same time, we need to assess the type, size and level of access to the data available and finally consult with a legal team to evaluate the data usage.

Carat was able to show how two different data sets can work together, delivering a more powerful, accurate and richer dataset that can offer deeper insights about today’s media savvy, and often media fatigued consumers.




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