Mm. Abraham et Lm. Lodish, AN IMPLEMENTED SYSTEM FOR IMPROVING PROMOTION PRODUCTIVITY USING STORE SCANNER DATA, Marketing science, 12(3), 1993, pp. 248-269
''Single Source'' databases based on scanner data offer new opportunit
ies for evaluating promotions and improving their effectiveness. Decis
ion support needs vary depending on the decision maker's organizationa
l vantage point. Some managers require the evaluation of promotion res
ults in the short term. Others should take a medium- to long-term focu
s. An implemented model and automated system for measuring short-term
incremental volume due to promotions by developing baselines of store-
level ''normal'' sales is presented using store-level scanner data. Em
pirical validation results and real life applications are presented an
d discussed, including the use of the baselines as measures of ''brand
health.''