For a certain brand marketer of frozen entrees, it used to be that no matter how the company loaded the cases at the beginning of a promotion week, retail stores would be out of stock on its best sellers before the weekend. Sales were being missed, shoppers disappointed. If ever there was a crying need for real-time information, this was it. In a pilot program with a Midwestern retail partner earlier this year, the frozen entree maker started looking at daily store data each night. It ...
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