Valuing in-store marketing

Date of publication: June 3, 2007

Catalogue: WM3 2007

Author: Kathryn Young

Abstract:

The P.R.I.S.M. Initiative has established an in-store media approach that can use traffic measurement inside a few stores to estimate traffic inside all stores in a chain by modeling the relationship between traffic and sales, moderated by store and storepart characteristics. The paper will review the research approach that was deployed for the initial pilot and the resulting model, as well as an outline of the next phase of research to scale this new measurement approach on a global basis, and how retailers, manufacturers and media professionals can apply P.R.I.S.M. insights

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