PARING DATA DOWN TO COMMON SENSE

ATLANTA -- The enormous volume of syndicated scanner data available for measuring trade promotion can rapidly swamp brand marketers in complexity. What is needed is a strategy and a set of tools for simplifying evaluation and decision-making, said one expert at a conference here."In one of our categories we have 28 billion numbers. That's completely overwhelming," said Beth Jarocki, director of syndicated

ATLANTA -- The enormous volume of syndicated scanner data available for measuring trade promotion can rapidly swamp brand marketers in complexity. What is needed is a strategy and a set of tools for simplifying evaluation and decision-making, said one expert at a conference here.

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