We show how using one expert system allows us to go further and quicker in the analysis of the enormous amount of data collected by scanner in a sample of stores. In particular the first step of our research is to be able to condense, to structure this data in a automatically generated report, underlining the significant elements.
The objectives of this paper are to detail the experiences in developing and using scanner-based systems and to demonstrate how these systems have influenced marketing and marketing research in general. The central focus of this paper is a discussion of the applications, advantages and disadvantages of scanner data and the ways in which this new information source can aid publishers in marketing decision making. A number of relevant, new developments and their possible effects on the media industry in the USA will also be highlighted.
Market research successfully developed tools to measure the effectiveness of below-the-line activities. These not only record reliably sales performance before, during and after promotions, but increasingly take into account "reason-why-data". Also it is now possible to provide virtually complete coverage of all retail outlets and not just a sample in selected towns, thus providing better insight into consumer reactions. More recently, POS-scanning systems give more frequent and faster access to store-data which greatly enhances the usefulness of results. A case history introduces the findings of such modern research and analyses on a week-by-week basis three months of promotional activity of major brands in a confectionary market. As a special feature, the study includes rarely available facts regarding the impact of promotions on gross-profits and margins of participating retailers. The second case history introduces a "Model for Price-Elasticity and Promotions", recently developed by A. C. Nielsen. It measures the marketing productivity by combining various levels of price-reduction with other below-the-line activities and assists marketing executives in conducting more successful promotions.
Some remarks on what we called below-the-line. It seems to me that this area has reached a more developed status from the research point of view. Still there is room for improvement, especially: We observe that cumulated experiences lead to learning curves or experience lines; - It is interesting to note that changes at the retail level ask for special attention to meet the needs of trade marketing; -Modern tools emerge, such as telemarketing and POS scanning systems. Also here, it is necessary to specify the requirements for promotion.