Tracking sales - Latest best practice in electronic data capture

The author brings us up to date on the development of EPOS, consumer scanning and single-source data in Nielsen in Europe.

Tracking sales

Latest best practice in electronic data capture

Colin Buckingham

It all started with EPOS, which is still on the move. Combined with in-home information, this is producing significantly faster, clearer pictures of sales progress, and which parts of the marketing mix do what for the brand. Now single-source data locks advertising media behaviour - hence media strategy - into the overall picture.

Never mind reserves or assets, it's the brand that counts. This trade press quotation last November neatly encapsulates the elevated status of the brand. In an era which has given us brands on the balance sheet...

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