A marketing category management system: A decision support system using scanner data

A marketing category management system: A decision support system using scanner data

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Article ID: iaor2002795
Country: Netherlands
Volume: 23
Issue: 3
Start Page Number: 259
End Page Number: 271
Publication Date: Jul 1998
Journal: Decision Support Systems
Authors: , ,
Keywords: scanner data
Abstract:

Point-of-sale scanner data provide a unique opportunity for analyzing consumer package goods trends and patterns. Decisions of ever-increasing complexity are made possible by the amount of data available. Unfortunately, the analysis of such voluminous data requires complex techniques and processing requirements not available to many marketing decision makers. In this paper, we describe a prototype system which allows users to manage the complex models and scanner data to make forecasts in an interactive fashion. A limited test of the prototype allowed users not familiar with the underlying models to develop product forecasts.

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