ATLANTA -- The enormous volume of syndicated scanner data available for measuring trade promotion can rapidly swamp brand marketers in complexity. What is needed is a strategy and a set of tools for simplifying evaluation and decision-making, said one expert at a conference here. "In one of our categories we have 28 billion numbers. That's completely overwhelming," said Beth Jarocki, director of syndicated services for Ralston Foods, St. Louis. "You have 2,700 items and 200 measures or ...

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