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Landmark political events were seen on either side of the Atlantic last year, with the EU referendum and the US presidential election. Results for both came as something of a surprise, not least to the pollsters who had – in both cases – predicted the opposite outcomes. The political polls failed to predict the right results due to one thing: poor data, writes Vanessa Tadier, general manager of Europe, Visual IQ. As Tadier explains, without accurate data, the pollsters never had a chance of understanding how the votes would stack up.
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