More data means better performance for advertising – at least on the digital side. Increasingly, marketers are looking to inject data-driven decision making into the “dumbest” box in the house: the TV set. “The whole television industry used to be based on age, gender demographics, in terms of television buying and planning,” said Joan FitzGerald, VP of product management and business development at the new TiVo (set-top box software and data provider Rovi acquired hardware maker TiVo last year, and dropped the name Rovi). “Because of the availability of new types of data assets in the marketplace, marketers have been able to look at television media increasingly through the lens of their target – their actual buyers of the brands,…