About

Your AI strategy may be sound, but if your most valuable data remains fragmented, AI will still only see part of the picture. Organisations that connect their data more effectively can develop richer insights, move faster and make better-informed decisions.

This practical session will explore how data fusion brings disconnected datasets together when common identifiers are missing, inconsistent or cannot be shared. Drawing on established applications across UK media, including IPA TouchPoints, RAJAR and Barb, Chris will show how fusion is used to enrich first-party data, deepen audience understanding and support planning, segmentation and more individualised personalisation.

He will also explain how RSMB’s Fusion solution makes a traditionally complex process faster, repeatable and privacy-safe. Available as a native application within Snowflake or Azure, or as a SaaS platform, it allows organisations and their partners to connect data without exchanging it. The result is data that is more useful, connected and better prepared for AI.

Takeaways

• Why fragmented data limits audience understanding, planning, insight and the value organisations can gain from AI.
• How data fusion connects datasets when common identifiers are missing, inconsistent or cannot be shared.
• How fusion is already used across UK media to enrich first-party data, deepen audience understanding and support segmentation and planning.
• How modern Fusion solutions can make a traditionally complex process faster, repeatable and privacy-safe, including within Snowflake, Azure or SaaS environments.