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Congruent Fusion Process at a Glance

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Congruent Fusion Process at a Glance

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    1. Congruent Fusion Process at a Glance Stage 1: Ensure the two universes (PMB and comScore) match Internet users Adults 18+ Imputation to ensure the matchup (PMB 19.4 mil; comScore 19.9 mil) Stage 2: Determine the fusion linkage variables age, gender, region “subsidiary variables”: household size; household income; presence of children Stage 3: Use weighted data from both surveys for the fusion “split weight” technique Readership, website visiting, and product data are preserved

    2. Congruent Fusion Example: All Totals To Be Preserved

    3. Congruent Fusion – Step 1 Find Respondents with Matching Demographics

    4. Congruent Fusion – Step 2 To Match Website #1 with Print D:

    5. Congruent Fusion – Step 3

    6. And so on… This “split weight” technique continues for thousands of cases using the power of specially created Congruent Fusion software. The result… All respondent weights in both databases are retained Therefore, all data in both databases are retained

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