Abstract:

After nearly a twenty-year experience of collecting and analyzing marketing data, designing and implementing management support systems, Research International and Studio della Grisa committed themselves to create a new, powerful, easy-to-use, flexible software methodology designed for marketing people needs. The result of this joint effort is the software package KEOPSKEY. KEOPSKEY provides marketing people with an environment where data integrated from internal (for example ex-factory sales) and external sources (for example continuous panel data) may be compared and analysed, using sophisticated but easy-to-use techniques. This paper presents KEOPSKEY’s main features and gives some examples of KEOPSKEY’s targets and benefits.