© comscore, inc. proprietary and confidential. 1 congruent fusion process at a glance stage 1:...
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© comScore, Inc. Proprietary and Confidential.
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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
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Congruent Fusion Example: All Totals To Be Preserved
TOTALS
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Website respondent #1 is Male and Young, with weight 10 Print respondent D is also Male and Young, but has different weight (15)
Congruent Fusion – Step 1Find Respondents with Matching Demographics
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Print respondent D is split into one fractional respondent with 10 weight
and a second fractional respondent (DD) with the remaining 5 weight
Congruent Fusion – Step 2To Match Website #1 with Print D:
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Fused respondent 1-D has information from both databases: Information from website respondent 1 Information from fractional print respondent D
Balance of print respondent D (weight 5) is then matched to someone else in website database with the same demographics (respondent 3)
Congruent Fusion – Step 3
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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