COMMON DAILY SALES MEASUREMENT SOUGHT

CHICAGO -- As brand marketers and supermarket retailers use daily point-of-sale data to jointly conduct their category management activities, they had best agree on what the numbers mean.Advances in store data reporting have brought into sharper focus the need for mutually trusted, common sales measurements, according to Doug Adams, president of Efficient Consumer Response and operational applications

CHICAGO -- As brand marketers and supermarket retailers use daily point-of-sale data to jointly conduct their category management activities, they had best agree on what the numbers mean.

Advances in store data reporting have brought into sharper focus the need for mutually trusted, common sales measurements, according to Doug Adams, president of Efficient Consumer Response and operational applications at Nielsen North America, Northbrook, Ill.

Speaking here at a conference ti

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