Data has become vitally important in all aspects of media from buying to selling. But not all data is relevant and not all methodology is sound. "We are awash in data," warned new ARF CEO Scott McDonald at the organization’s recent conference in New York. "Every member company of the ARF is struggling as to how to manage their data and intellectual assets. We are tentative and hesitant as to how to integrate data sources. There are methodological problems, whether they can deliver usable results," he added. With a focus on content creation as well as media analytics, Jed Meyer, Executive Vice President, Corporate Research, Univision Communications added: "There are many changes in our industry and we need to rise to the occasion to meet this disruption. We are looking at the data industry to help us adjust and we are seeing the importance of creating relevant content.”
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