KGF IS ZEROING IN ON STORE TARGETING

NEW YORK -- Kraft General Foods is using a synthesis of demographics with other market and brand data to accurately estimate brand sales and target promotions at the store level."We found that demographic characteristics were a significant indicator of store sales. But by including the store and market characteristics with the demographic factors, we were able to significantly improve the predictions

NEW YORK -- Kraft General Foods is using a synthesis of demographics with other market and brand data to accurately estimate brand sales and target promotions at the store level.

"We found that demographic characteristics were a significant indicator of store sales. But by including the store and market characteristics with the demographic factors, we were able to significantly improve the predictions of what the store sales were," said Richard Haffner, manager of market research for

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