{"id":10966,"date":"2022-11-09T15:06:59","date_gmt":"2022-11-09T15:06:59","guid":{"rendered":"https:\/\/build.pamco.co.uk\/?page_id=10966"},"modified":"2023-01-04T10:59:49","modified_gmt":"2023-01-04T10:59:49","slug":"data-integration","status":"publish","type":"page","link":"https:\/\/pamco.co.uk\/methodology\/data-integration\/","title":{"rendered":"Data Integration"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"10966\" class=\"elementor elementor-10966\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t\t\t<section data-dce-background-image-url=\"https:\/\/build.pamco.co.uk\/wp-content\/uploads\/2022\/11\/unsplash_Q1p7bh3SHj8.png\" class=\"elementor-section elementor-top-section elementor-element elementor-element-75034b3 elementor-section-height-min-height elementor-section-content-top elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"75034b3\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b80e9e7\" data-id=\"b80e9e7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2588fb9 elementor-widget elementor-widget-heading\" data-id=\"2588fb9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Data Integration<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-089d3d4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"089d3d4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2c7e97e\" data-id=\"2c7e97e\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-4b1ac93 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4b1ac93\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-51f46f9\" data-id=\"51f46f9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c98e3d1 elementor-widget elementor-widget-text-editor\" data-id=\"c98e3d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\tHow does the data integration work?\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8d716c elementor-widget elementor-widget-text-editor\" data-id=\"a8d716c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>In essence, data integration (also known as fusion) transfers audience estimates based on participants in one dataset to participants in another dataset so that there is a combined dataset that represents the data contained in both, as well as the relationships between variables from different datasets.<\/p><p>In order to do this, the fusion finds the best possible matches between participants in the two datasets in respect of their demographics and behaviour.\u00a0<\/p><p>In the PAMCo fusion with Ipsos iris, exact matches are made for gender, age band (up to 65+) and Government Office Region (with some groupings). \u00a0Other variables for which the best possible match is made are:<\/p><ul><li>Claimed digital behaviour<\/li><li>Social Grade<\/li><li>Working status<\/li><li>Household Size<\/li><li>Presence of Children<\/li><li>Internet usage frequency<\/li><li>Ethnicity<\/li><\/ul><p>Each of the nearly one million Ipsos iris records appears once in the fused dataset and PAMCo survey participants in the digital part of the universe can appear multiple times but in a way that exactly preserves the original survey data.\u00a0<\/p><p>Ipsos must align the Ipsos iris and PAMCo universes, as there are some differences (notably that Ipsos iris includes Northern Ireland). While the PAMCo survey data is completely preserved by the fusion process, the Ipsos iris data is slightly distorted but is almost always within +\/-5% of the original GB part of the currency at the Total Digital level for monthly audiences.\u00a0\u00a0 \u00a0<\/p><p>The profile of the monthly digital audiences will match the Ipsos iris data in respect of age band, gender and grouped regions but will not match for other variables, as demographic data from the Ipsos iris data has been replaced with the demographic data of the fused PAMCo survey participants.\u00a0 As most variables present in the two datasets will not have been exactly matched at the most detailed level, differences in profile will be observed.\u00a0\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>How does the data integration work? In essence, data integration (also known as fusion) transfers audience estimates based on participants in one dataset to participants in another dataset so that there is a combined dataset that represents the data contained in both, as well as the relationships between variables from different datasets. In order to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":10950,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data Integration - PAMCo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pamco.co.uk\/methodology\/data-integration\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data Integration - PAMCo\" \/>\n<meta property=\"og:description\" content=\"How does the data integration work? In essence, data integration (also known as fusion) transfers audience estimates based on participants in one dataset to participants in another dataset so that there is a combined dataset that represents the data contained in both, as well as the relationships between variables from different datasets. 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