Counting

BBC Audience measurers have been travelling the globe in recent weeks, trumpeting the arrival of their new 'cross-media measurement tool'. The project, a matter of concern to the National Audit Office, is late.

The tool is called Compass, and has been developed under contract by Ipsos Mori, who were paid close to £2m in 2017/18. They've created a representative panel of 2,900, whose consumption of BBC stuff is measured by app-based audio meters, online meters and mobile diaries, to collect "exposure, interaction, motion, location and other data.".

Odd, then, that there such a hard line on the data scooped up from people signing into iPlayer, Sounds etc, which is supposed to drive re-invention and personalisation like never before.  If that isn't better than a panel of 2,900 then, frankly, I'm confused.  Anyone help me ?