AN IMPLEMENTED SYSTEM FOR IMPROVING PROMOTION PRODUCTIVITY USING STORE SCANNER DATA

''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.''