Scan data is the driving force behind the emergence of a new age of promotional analysis and efficiency. The promise of retailer-generated point-of-sale scan data is that brand marketers will be able to use increasingly specific sales information, on a monthly, daily or even more frequent basis, to build volume and boost promotional effectiveness. Until now, the value of scan data has been limited, in part, by the ability to acquire clean and accurate enough information and analyze it. ...
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