Scanning the horizon

Abu-Shalback Zid, Linda
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p4
This article discusses the findings of the report 'Commercial Adoption of Advances in the Analysis of Scanner Data', a research on scanner data analysis conducted by Randolph Bucklin and Sunil Gupta of the Marketing Science Institute. In interviews with executives from data supply companies, packaged-goods manufacturers, and consulting firms, Bucklin and Gupta found that scanner data analysis is credited with reducing manufacturer spending on coupon promotions. Similarly, scanner data analysis has helped firms improve productivity of trade promotion spending. In product strategy, however, managers continue to rely heavily on traditional primary research methods and express frustration with the inability to get clean, consistent answers about advertising effectiveness from scanner data. Future scanner data research, the researchers conclude, should investigate advertising and store-specific effects, costs/benefits of various product assortments, and shopping basket purchases.


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