RSMB Rolls Out Data Fusion Platform

London-based RSMB, which provides audience research, data science and statistical services, has launched RSMB Fusion, a cloud-based platform designed to help media and researcher clients get more value from their data.

RSMB is known for its work with RAJAR, Barb and the IPA on audience and cross-media measurement, media planning solutions and data integration, and says its mission is 'to decode complex data, yielding insights and strategies that drive results'.

Fusion promises privacy-safe data combination, using a probabilistic approach to enrich data by matching respondents across datasets based on shared characteristics. The firm has been developing tailored fusion solutions in-house for many years for the advertising and marketing industry, and is now making the software available to the wider market. This means the algorithm is tried and tested, and also that RSMB can back it up with expert user support. The platform aims to be user-friendly, easy to integrate via an API, and easy to populate - projects can be updated and rerun as new data becomes available.

Possible applications include improving customer understanding - by fusing disparate in-house databases; marketing optimisation - fusing in-house data with external datasets like IPA Touchpoints, for example; enhanced targeting; and improved advertising effectiveness through the ability to integrate campaign data from different sources for a clearer picture of attribution and deduplicated reach.

CEO Chris Mundy comments: 'We are proud to introduce RSMB Fusion to the market. The requirement to integrate datasets in a privacy-safe way has never been greater, and our proven solution makes this process much easier and more accessible. This tool empowers media agencies, advertisers, media owners, and research suppliers to maximize the value of their data assets'.

Web site: www.rsmb.solutions/rsmb-fusion .