CHAPTER 7
STANDARDIZED INFORMATION SOURCES
LEARNING OBJECTIVES

To learn how to distinguish standardized information from other types of information

To know the differences between syndicated data and standardized services

To understand the advantages and disadvantages of standardized information

To see some of the various areas in which standardized information may be applied

To understand some specific examples of standardized information sources in each of
four areas of application

To know the meaning of single-source data
CHAPTER OUTLINE
WHAT IS STANDARDIZED INFORMATION?
ADVANTAGES AND DISADVANTAGES OF STANDARDIZED INFORMATION
Syndicated Data
Standardized Services
APPLICATION AREAS OF STANDARDIZED INFORMATION
Measuring Consumer Attitudes and Opinion Polls
Defining Market Segments
Providing Information on Members of the Industrial Market
Providing Information on Members of the Consumer Market
Conducting Market Tracking
Market Tracking at the Retail Level
ACNielsen Scantrack Services
InfoScan Custom Store Tracking
Retail Store Audits
Market Tracking at the Household Level
Information Resources, Inc.’s Scankey Consumer Network
Household Panel
ACNielsen Homescan Panel
Diary
Audit
Turning Market Tracking Information into Intelligence
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Monitoring Media Usage and Promotion Effectiveness
Tracking Downloaded Music, Videos, and Recorded Books
Television
Radio
Print
Multimedia
SINGLE-SOURCE DATA
KEY TERMS
Standardized information
Syndicated data
Standardized services
ESRI's Community Tapestry™
Yankelovich Monitor
Harris poll
Gallup poll
Dun's Market Identifiers (DMI)
VALS
Geodemographics
GIS
PRIZM NE
P$YCLE NE
ConneXions
Tracking studies
Scanning data
Scantrack Basic Services
PROCISION
C-Store Plus Service
InfoScan Custom Store Tracking
SPINS
Retail-store audits
Scankey Consumer Network Household Panel
ACNielsen Homescan Panel
Diary
Audit
IRI's Builder services
ACNielsen's Category Business Planner
SoundScan
VideoScan
BookScan
Nielsen Television Index (NTI)
DMA’s (Designated Market Areas)
People meter
Arbitron
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Personal portable meter (PPM)
NOP World’s Starch Readership Service
Adnorms
Simmons National Consumer Study
Single-source data
BehaviorScan
TEACHING SUGGESTIONS
1. Have a business acquaintance whose company uses syndicated data or syndicated
service sources describe which ones are used and how they help in making marketing
decisions. Managers of local television and radio stations are likely candidates
because they typically rely on syndicated data sources.
2. Because tracking services such as Arbitron constantly update their information,
companies have little use for old volumes of information. Ask local media companies
if they will donate these materials for use in your class. They can be used for in-class
exercises where students look up specific facts, or instructors can use them for class
demonstration.
3. Ask students to consider how a regional drugstore chain could develop and
implement its own single source data system. What demographic, life style, or other
data should be in the database? What type of compensation system can be used to
keep customers in the panel? What marketing variables could be tested?
4. Geodemographics is an exciting growth area in marketing research. The marriage of
computer graphics, data base systems, and tabulation packages has caused this area to
blossom. Have students perform library or Internet searches to learn about
geodemographics and report their findings to the class. A very good reference is the
GIS.com website (http://www.gis.com). See the “What Is GIS?” feature.
5. Because syndicated data and services are the “hidden” side of marketing research,
instructors should make use of the examples and exhibits provided in the chapter.
Also, some syndicated data companies are quite willing to provide brochures,
promotional literature, and other examples of their services. Maintaining a file on
these companies is useful in generating class examples.
6. Former students are a possible source of the use of syndicated data sources. Some
marketing majors take jobs as media salespersons with newspapers, television
stations, cable companies, or the like. If you have a former student who is in this
occupation, consider calling him or her and asking if he or she would talk to your
marketing research class about how syndicated data and services are used in
preparing presentations for prospective advertising clients.
7. Many of the syndicated services deal with media audiences. Ask students why there
is so much concern for media audiences. Who uses the data and how? There are two
groups of users: (1) media companies and (2) advertisers. The media companies use
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the data to profile their markets (audiences) to see if they are hitting the people they
think they are, and to compare their share with the shares of competitors. Advertisers
use the data to make media choice decisions. They want to select media with
audiences that are matched to the target markets for the goods and services
advertised. Also, media sales people use the syndicated data in their sales
presentations to persuade advertisers to use their medium.
8. Contact a local radio or TV station and ask them to provide a class speaker to
illustrate how they use standardized data to evaluate their programs and sell airtime.
If the station is part of a group you could ask if the group has a research director.
This person would be the ideal contact to provide your class with some real world,
local examples illustrating the importance of syndicated data in your area.
9. Call local ad agencies in your area and ask them if they use syndicated ratings from
Arbitron or Nielsen Media Services. Ask them if they can provide you with either a
guest speaker or some examples of former ratings with explanations of how they use
the information.
10. For many years Nielsen Media Research has been recognized for being the leader in
TV audience measurement. However, check out Arbitron at
http://www.arbitron.com. Arbitron is making significant progress in the audience
measurement business. There is a good deal of information about Arbitron services
on the web site, and the Portable People Meter that is mentioned in the chapter is
described in detail.
11. For some interesting insights into how TV ratings are used, contact your local cable
TV company. Cable providers, like the network stations, offer many opportunities
for local advertisers to promote their products/services. Most of these companies use
syndicated data to help them place ads on the proper cable channel. Representatives,
perhaps a salesperson, would make an ideal speaker or provider of useful, locally
relevant information for you to use in class.
12. An advantage of GIS is to allow a user to access information on an arbitrarily defined
geographical area. A large number of examples and even tutorial information on GIS
is available on the ESRI web site (www.esri.com)
13. Have your students study carefully the aspects of IRI’s InfoScan service by accessing
IRI’s web site at www.infores.com. Ask them what pieces of information they can
get from such a report and ask them how, if they were a brand manager for a brand of
mayonnaise, they could use such information. Although they may focus on some of
the detailed information from the notes at the bottom of the table, this is a good
opportunity to remind them the prime value of such tracking data: it shows a brand
manager which of his or her brands are selling as well as sales of the competitor
brands. Therefore, this information alone is probably worth the cost of the syndicated
data. Having the ability to track the sales of your product against sales of competitors
would be important in assessing the performance of strategies/tactics of your
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company as well as those of your competitors. Such information is of paramount
importance to brand managers.
14. Go to www.gallup.com and go over some of the polling data they provide free of
charge. Select a few of these that you think would be appropriate for your marketing
research class (their polls change often). Demonstrate these in class and discuss why
such information could be of benefit to marketers. Almost always there are several
polls that would be of value to political candidates. Remind your students that
political marketing is big business for marketing research firms.
ACTIVE LEARNING EXERCISES
VALS™
You can determine your VALS™ type by completing the VALS™ survey online at
www.sric-bi.com/VALS/. You can also learn more about the other VALS™ types at this
Web site. Since cultural differences exist, VALS is available in the U.S. as U.S. VALS™
Japan as Japan VALS™ and Great Britain as U.K. VALS™.
This exercise provides students with experience in a consumer market standardized
service. There is a great deal of information about the various VALS types and how this
system has been adapted to different countries. One important point of the exercise is to
educate students on the extensive nature of standardized information.
Instructors may wish to assign reading of the various VALS brochures that are available
on this web site in PDF format at the following location: http://www.sricbi.com/VALS/brochure.shtml
Let’s take a closer look at the services offered by Claritas.
First, find out how Claritas would describe the types of people who live in your home
area ZIP Code in terms of their 66 PRIZM NE segments. Go to
www.mybestsegments.com. Look at the top of the screen and click on “ZIP Code LookUp” tab. Enter your five-digit ZIP Code and don’t forget to enter the code that Claritas
provides for you underneath the ZIP Code entry blank. You will then get a display that
shows as many as five different lifestyle PRIZM NE segments in your home ZIP Code
area. Click on each one and learn a little about the people in that segment. Don’t be
surprised if the descriptions match you or your neighbors!
This exercise is specific to each student’s zip code. However, the point of the exercise is
for students to observe the amount of specificity and detail to the PRISM NE segments.
Secondly, let’s take a look at some case study examples using Claritas’ services. Go to
the Claritas home page at www.claritas.com. Click on “Customer Segmentation
Systems.” Next, click on “View a listing of Claritas’ segmentation case studies.”
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Claritas has provided several examples illustrating their services across several different
industries including retail, restaurant, financial services, non-profit, travel and several
others. Pick an industry, or company, for which you have an interest and see how
Claritas used one of its standardized information services to help them solve problems.
Again, this exercise is specific to students’ choices, but all illustrate how a standardized
segmentation system helps a marketer in knowing his/her market and in market targeting
strategy.
ANSWERS TO END-OF-CHAPTER QUESTIONS
1. What is meant by” standardized information?”
Review question. Students are required to review the definition of this concept.
Standardized information is a type of secondary data in which the data collected
and/or the process of collecting the data are standardized for all users. There are two
broad classes of standardized information: syndicated data and standardized services.
(See next question.)
2. Distinguish between syndicated data and standardized services.
Review question. Students must distinguish between these two.
Syndicated data refers to data being collected in a standard format and being made
available to all subscribers. Standardized services refer to a standardized marketing
research process that is used to generate information for a particular user.
3. What are the advantages and disadvantages of syndicated data?
Review question. This question requires students to examine this section of the
chapter.
The key advantages of syndicated data are shared costs, high quality, and currency of
information. Disadvantages of syndicated data include no control over what data is
collected, its standardized format, its commitment cost, and its availability to
everyone, including competitors.
4. What are the advantages and disadvantages of standardized services?
Review question. This question requires students to examine this section of the
chapter.
With standardized services, the advantages are experience of the company providing
the service, reduced cost, and speed of service. The disadvantages are inability to
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customize services and the service firm not being knowledgeable of the client’s
industry.
5. Name four broad types of applications of standardized information and give an
example of each.
Review question. This question requires students to study the applications and
examples carefully.
The applications areas are listed along with the examples provided in the chapter.
Application Area
Measuring Consumer Attitudes
and Opinion Polls
Examples
Yankelovich Monitor
Harris Poll
Gallup Poll
Defining Market Segments
Providing Information on Members
of the Industrial Market
SIC; NAICS
Dun’s Market Identifiers
Providing Information on Members
of the Consumer Market
VALS (SRI), Geodemographics
Claritas PRIZM
Conducting Market Tracking
at the Retail Level
ACNielsen SCANTRACK,
Procision, C-Store Plus
IRI Infoscan, SPINS,
Retail store audits
Market Tracking at the:
Household Level
IRI’s InfoScan’s Scankey
ACNielsen’s HomeScan Panel
Household diaries,
Complete Kitchen Audit
Turning Market Tracking
Information into Intelligence
IRI’s suite of builders’ services
ACNielsen’s Category Business
Planner
Monitoring Media Usage and
Promotion Effectiveness
Soundscan, Videoscan
Bookscan, Nielsen Television
Index (NTI), People meter,
Arbitron, personal portable meter (PPM),
Starch Readership Service
Adnorms
Simmons National Consumer
Study
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6. Explain how the standardized service, Dun’s Market Identifiers (DMI) could be
helpful in a marketing research application.
Review question. Students must relate how this service works.
Dun's Market Identifiers (DMI), published by Dun & Bradsteet, provides information
on more than 4 million firms that it updates monthly. The real benefit of DMI is its
service that provides eight-digit codes to classify businesses. By having more digits,
the service can provide many more categories of firms than other classification systems. This is important if a firm is trying to target specific business firms, however
narrow their classification.
7. What is geodemography, and how can it be used in marketing decisions? Give an
example
Review question. Students must define geodemographics and relate an application
example.
Geodemographics is the term used to describe the classification of arbitrary, usually
small, geographic areas in terms of the characteristics of their inhabitants. Aided with
sophisticated computer programs, geodemographers can access huge databases and
construct profiles of consumers residing in geographical areas determined by the
geodemographer. Instead of being confined to consumer information recorded by
city, county, or state, geodemographers can produce this information for geographical
areas thought to be relevant for a given marketing application (i.e., proposed
shopping center trading area).
ERSI and Claritas are geodemographers described in the chapter.
8. Explain why VALS would be considered a standardized information service
Review question. Students should identify that VALS uses a standardized process.
Standardized services refers to a standardized marketing research process that is used
to generate information for a particular user. VALS-2 is the procedure or process
used by Stanford Research Institute (SRI) that places consumers in segments based on
their psychological and demographic characteristics. That is, if a client identifies a
geographic target market, SRI can apply VALS-2 to profile the makeup of this area.
9. What are tracking studies? Give an example of how managers would use tracking
study data.
Review question. Students must define this term and show how it is useful.
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By tracking studies we mean studies that monitor, or track, a variable over time. For
example, companies conduct market tracking to track sales of their brands as well as
sales of competitors' brands over time. The "tracks" moving up and down or
remaining stable serve as important monitors as to how the market is reacting to a
firm's marketing mix. Many variables may be monitored in a tracking study including
market share, customer satisfaction levels, measures of promotional spending, prices,
stock outs, inventory levels, and so on.
10. Describe ACNielsen’s Scantrack Basic Service
Review question. This question requires students to describe this service.
ACNielsen Scantrack Services. ACNielsen's Scantrack Services is based on
syndicated retail scanning data and is recognized as an industry standard in terms of
providing tracking data gathered from the stores' scanners. There are three
components of Scantrack Services. First, Scantrack Basic Services collects data
weekly from approximately 4,800 food, drug, and mass merchandise stores
representing about 800 different retailers in 52 markets in the United States.
ACNielsen Scantrack Basic Services tracks thousands of products as they move
through retail stores allowing brand managers to monitor sales and market share and
to evaluate marketing strategies. Scantrack reports can be provided at many different
levels of information. For example, a report may be ordered for just one category of
products across the 52 U.S. markets. Or a report can be generated for one brand in a
single market. The other two Scantrack services provide tracking data for products
sold in drugstores and mass merchandiser stores through its PROCISION tracking
service and also for convenience stores through its C-Store Plus Service.
11. What is a panel that gathers information from consumers by asking them to scan the
UPC codes (bar codes) on goods they purchase and bring home?
Review question. Students must identify this panel. There are 2 described in the
chapter.
Information Resources, Inc.’s Scankey Consumer Network Household Panel.
Information Resources, Inc. maintains a panel of consumer households that record
purchases at outlets by scanning UPC codes on the products purchased. Using IRI's
handheld ScanKey scanning wand, panel members record their purchases and this
information is transmitted via telephone link back to IRI. In the summer of 2005, IRI
had 70,000 shoppers as part of its consumer panel. Like many panels, an advantage of
this panel is that it provides not only information on products purchased but also
purchase data that are linked to the demographics of the purchasers
ACNielsen Homescan Panel. This panel recruits panel members who use handheld
scanners to scan all bar-coded products purchased and brought home from all outlets
including warehouse clubs and convenience stores. Panel members also record the
outlet at which all the merchandise was purchased and which family member made
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the purchase, as well as price and causal information such as coupon usage. This
panel allows ACNielsen to track data on products whether they are bought in a store
with or without scanners and from any store and from any type of store whether it be
a warehouse club, supermarket, mail ordered product or a product purchased over the
Internet.
12. Explain “information overload” of tracking information can be alleviated through
software also offered as standardized services.
Review question. This question requires students to describe this software.
Category Business Planner is a web-based category planning tool that aids managers
in making better decisions based on sales information of products in the consumer
packaged goods industry. What is unique about Category Business Planner is that it
allows a manufacturer to move from retailer to retailer to view how its product is
performing within each retailer's proprietary view of the category containing the
product. This allows a manufacturer to evaluate product performance the same way a
retail customer would evaluate the manufacturer's product, allowing them to better
collaborate when developing their business plans for each product category.
13. Name the standardized information services designed to gather data on downloaded
music. Prerecorded video sales. Prerecorded book sales. Natural and organic food
sales.
Review question. Students will need to find these services’ names.
The answers are in the following table.
Data
Downloaded music
Prerecorded video sales
Prerecorded book sales
Natural and organic food sales
Service
ACNielsen’s SoundScan
ACNielsen’s VideoScan
ACNielsen’ BookScan
SPINS
14. What company provides syndicated data on TV ratings?
Review question. Students should recall the name of this company.
ACNielsen
15. What is the firm that is best known for conducting studies of radio listenership?
Briefly describe the service it provides.
Review question. To answer this question, students are required to learn about
Arbitron.
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Arbitron provides syndicated data on radio station listening using national and
regional panels whose members complete diaries reporting radio listening for one
week. Information is recorded on weekly paper-and-pencil diaries to indicate the
time of day; how long the station was tuned in; which station was on; where the
listening was done (at home, in a car, at work, or other place); and the panel
member’s age, gender, and home address. Arbitron has been testing a personal
portable meter (PPM), the size of a pager, which would automatically record stations
listened to. Data from the diaries are used to measure and report a number of
variables that are indicative of radio listenership. Listenership is measured in 15minute intervals and data are also reported by age and gender to aid in profiling
audience characteristics.
16. What is single-source data?
Review question. Students should find the definition.
Single-source data are data that contain information on several variables such as
promotional message exposure, demographics, and buyer behavior.
17. Go to the web site of three marketing research companies. Review their list of
products and services offered. Which of these are standardized services? Syndicated
data? Custom research offerings?
Instructors can direct students to Tables 2.1 and 2.2 where the Honomichl “top” lists
include the companies’ web site addresses. Because each company is unique, there is
no set answer to this exercise. The point is that students must differentiate among
standardized services, syndicated data, and custom research.
18. Imagine you are potential franchisee for a Donofrio’s Coffee franchise (see
beginning of chapter). Evaluate the Donofrio’s use of the standardized service,
Community Tapestry,™ to help you make your decision as to where to locate your
franchise Donofrio’s Coffee.
Coffee shops tend to draw customers from the nearby market area, and this ESRI
service provides a geodemographic analysis of neighborhoods. The U.S. map
included in the vignette can be brought down to the neighborhood or community
level. Because 75 percent of Donofrio’s Coffee customers are in the Solo Acts group,
potential franchisees who have identified store locations that in the middle of heavy
Solo Act neighborhoods that have the best chance for success. Those who have
identified possible store locations where the life mode categories are not Solo Acts
will have much less potential for success, and the Donofrios can warn or discourage
them from locating in those areas.
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19. Review the kinds of information gathered by www.gallup.com. Go to the web site and
take a look at some of the former studies they report. How could a marketing
manager use some of this information?
Gallup has two types of studies: news service studies and performance management
studies. News service studies concern business, politics, social issues, and life style.
From these, a marketing manager can glean information about the health of the
economy that might translate into a more or less favorable buying attitude in the
public. Political shifts can be tracked, and these may reflect consumer spending
changes based on federal, state, and/or local taxes or budgets. Social issues and life
style trends and news may also foretell spending shifts or open up the manager’s eyes
to emerging opportunities.
The performance management studies are directly relevant to marketing manager’s
concerns. Here, Gallup measures company performance across several factors
including customer engagement with the company, brand strategies, sales force
function, and more.
20. Go to a search engine such as Google, Yahoo, or AskJeeves. Look up “GIS.”
Describe some of the applications of GIS that some of the sites have described.
GIS stands for “geographic information systems.” The search will surely generate a
great many hits. The types of application areas that student will find include:
 GIS education, tutorials (e.g., What is GIS?)
 GIS data of various types (e.g., GIS Data Depot)
 GIS jobs (e.g., GIS Jobs Clearinghouse)
 GIS software (e.g., ESRI)
 GIS Bulletin boards and information exchange (e.g., GIS consortium)
 GIS services, mapping, consulting (e.g., MAPINFO)
21. Describe how a marketing manager could make use of single-source data to make (a)
pricing decisions and (b) in-store promotions decisions.
Single source data is a stream of purchase behavior coupled with demographic, life
style, and other consumer-type data. The marketing manager can experiment with
various price levels or tactics or in-store promotion alternatives and see the change in
purchase behavior. Moreover, the types of customers who changed could be
identified by using the demographic and other consumer characteristics data.
22. Contact a radio or TV station or perhaps a newspaper in your town. Ask managers
how they measure listenership, viewership, or readership and for what purposes they
use this information. In most cases, these firms will be happy to supply you with a
standard package of materials answering the preceding questions.
Most likely, the radio station source will be using Arbitron and the TV station source
will be using Nielsen. There are two major uses of these data. First, the station can
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see how it compares to competing stations on a time block-by-time block or show-byshow basis. Second, the station’s sales force should be using the data to identify the
audience profiles of various time slots or shows and applying this knowledge to sales
presentations to local businesses in an attempt to persuade them to advertise on the
station.
23. Given what you know about syndicated services, which firm would you call on if you
had the following information needs?
a. You want to know which magazines have the heaviest readership among tennis
players.
Simmons National Consumer Study
b. You have decided to conduct a test market but you have no research department
within your firm and no experience in test marketing.
BehaviorScan conducts market tests.
c. You need to know how a representative sample of U.S. households would answer
seven questions about dental hygiene.
This would require the use of a nationally representative panel such as NFO diary
panel.
d. You are thinking about a radically new advertising theme but you are very
concerned about consumer reaction to the new theme. You want some idea as to how
the new theme will have an impact on sales of your frozen dinners.
BehaviorScan or InfoScan are designed for such tests.
CASE SOLUTIONS
Case 7.1 Premier Products, Inc.
Case Objective
Students must evaluate what standardized services are suited to what marketing
situations.
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Answers to Case Questions
1. Should Stephanie Williamson assign any, or all, of these tasks to her twenty six
member staff?
Probably not. Although a staff of 26 is large for some applications, this is a small
department for a multinational firm marketing more than 1,000 brands. Rather,
Williamson should be very knowledgeable of services offered by external supplier
firms and use those that are most appropriate to the problem.
2. Can you recommend a standardized information service that Williamson may consider
for Dale Hair?
This would be an excellent opportunity to use a standardized information service such
as ESRI BIS’s Community Tapestry, as explained in the opening vignette of the
chapter. Already knowing the demographics of the target consumers, ESRI BIS
could determine which Community Tapestry groups most closely matched the target
market. Once these groups were identified, ESRI BIS could identify zip codes
around the country that were dominated by the selected groups. These Zip codes
could then be used as targets for the proposed direct mail campaigns.
3. What would you recommend for Joy Schurr?
Williamson should contact one of the companies measuring consumer attitudes and
opinions. The Gallup Poll, for example, has been tracking attitudes toward national
v. private brand preference for several decades.
4. What would you recommend for Lisa Henson?
This would be a good use of Dun’s Market Identifier’s as described in the text. A
service offered by Dun & Bradstreet, the classification system would allow
Williamson to locate wholesalers of light bulbs and related products. This list of
wholesalers would then give Henson a manageable number of firms to contact in
order to sell them on carrying the new product. Wholesalers would allow PPI to gain
access to thousands of hardware and other retail stores carrying light bulbs and
related products.
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CASE 7.2 Maggie J’s Dog Treats
Case Objective
Students must decide between customized research and standardized information, and
they must “discover” what standardized information service is best suited to assessment
of the effects of promotional tactics.
Answers to Case Questions
1. Do you think it is appropriate to conduct marketing research?
Certainly, this is an example illustrating the need to use marketing research. We are
told that the executives cannot determine which of the campaigns will perform best
and, very importantly, we are told that even a small difference in the effectiveness of
the campaigns may play a big role in determining market share, profits and ROI
performance.
2. Should Ron Stillman consider a standardized information service? What are the
arguments for and against using a standardized information service?
Stillman could recommend customized research. In customized research a firm
would be called in and significant time would be devoted to developing a research
project including considering whether or not a new TV ad/in-store promotion
campaign should even be tested. The disadvantage of this is time and perhaps, added
expense. We already know that Hall is worried about the significant rise in
competition and he feels some sort of promotional response is needed to maintain, or
even hopefully, increase Maggie J’s market share. A significant advantage of
standardized information services is that they can be done fairly quickly. Also, this
seems to be fairly complex problem requiring the measurement of interaction effects
among eight different promotional methods. One could make the argument that it
would be wise to use the services of a company that had many years of experience
with the process required to accomplish the research objectives.
3. Should Ron Stillman consider standardized data or a standardized service?
Standardized data will not work here. There are no data relative to the effectiveness
of the proposed promotion campaigns. A standardized service uses a process to
produce new data for the client and that is what is needed in this case.
4. Which particular standardized information service, discussed in this chapter, do you
think Ron Stillman should recommend? Why?
This question will require the students to read through the chapter and to think about
the applications of the different services mentioned. Students may come up with
some interesting suggestions and be able to support them. However, the obvious
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choice would be BehaviorScan which is discussed in the last section of the chapter
under the heading, “Single Source Data.” Why? Because the service allows for the
testing of TV ad copy and, at the same time, for the control of in-store promotions. It
would allow Maggie J’s management to know which TV campaign performed the
best with which in-store promotion. In addition, it would give them a great deal of
information about the demographics and related purchases of those who were
responding to the promotions. Once Maggie J’s knows which campaign
combinations are most effective, they can begin scheduling a national roll out of the
campaigns.
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