Feb
25
Arbitron, Nielsen Scrap Apollo Project
Posted in: UncategorizedBATAVIA, Ohio (AdAge.com) — Arbitron and Nielsen Co. have pulled the plug on Apollo, one of the most ambitious, expensive and heavily hyped market-research programs in history. Apollo aimed to determine once and for all how exposure to a wide variety of media and marketing tactics influence purchases by tracking consumers' combined media and purchasing habits in a single-source database.
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