POWER SEEN IN FREQUENT-SHOPPER DATA

NEW YORK -- Brand marketers can use data from retailers' frequent-shopper programs to test and evaluate consumer promotions.By working with households in a single market and accessing data that the retailers are "willing to sell at very reasonable prices, a whole range of target-market testing, or simply enhanced matched-panel testing, has become a very real possibility," said Paul Taylor, a promotion

NEW YORK -- Brand marketers can use data from retailers' frequent-shopper programs to test and evaluate consumer promotions.

By working with households in a single market and accessing data that the retailers are "willing to sell at very reasonable prices, a whole range of target-market testing, or simply enhanced matched-panel testing, has become a very real possibility," said Paul Taylor, a promotion researcher.

"It is possible, for example, to figure out if in-store deliver

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