Lies, Damn Lies, and Statistics

Audience research has always had a fundamental flaw: people lie. Memory fails, incentives distort, and social pressure bends what people say away from what they actually do. Jim Lanzone leads one of the internet's largest audience platforms. Ned Koh builds synthetic populations trained on real-world behavior rather than self-reported surveys. What changes your business when you can understand and segment audiences not by what they say, but by what they actually do? Ned Koh, Co-Founder and President, Aaru Jim Lanzone, Chief Executive Officer, Yahoo! Kristin Stoller, Editorial Director, Fortune