中国媒体环境变化迅速,电视作为品牌与消费者沟通的重要媒体渠道,其地位受到空前挑战。媒体与消费者之间的关系,一直是营销人关注和探索的重要课题。凯度消费者指数和CSM通过数据融合的方式,将消费者购买行为和电视观众的收视数据打通,从消费者的角度深挖媒体价值,帮助品牌优选内容,精准评估广告效果。
<<China media landscape evolves rapidly. TV,as one of the main media,has faced big challenge in the marketplace. It is key to understand the TV viewership from the consumer perspective. Kantar Worlpanel and CSM used data fusion to connect TV viewership and consumer purchase behavior,which helps brands to better target the content for communication and precise evaluate the advertisement effectiveness.
<<Keywords: | TVRatingData FusionConsumer Segment |