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Research papers

Loyalty card databases

The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing analysis of consumer behaviour at the point of sale.This information is of course first used to develop purchases of the store's...

Catalogue: Retail 2007
Authors: Matthieu Jolly, Laurent Battais
Company: MarketingScan
February 19, 2007

Research papers

Media continuity VS. concentrated flights

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies....

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Patrick Ballarin, Laurent Battais
Company: MarketingScan
June 15, 1998

Case studies

The French single source experience

The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Laurent Battais, Laurent Spitzer
Company: MarketingScan
November 11, 1996