What Scanner-Panel Data Tell Us about Advertising: A Detective Story with a Dark Twist
Scott Koslow
Waikato Management School, University of Waikato
Gerard J. Tellis
Marshall School of Business, University of Southern California
INTRODUCTIONRound up the usual suspects.
—Casablanca
Forget it, Jake. It’s Chinatown.
—Chinatown
Scanner-panel data and advertising have long had an uneasy relationship. If they were characters in a film noir movie, advertising would be the beautiful, young femme fatalebeing investigated by the cynical, hard-boiled detective of scanner-panel data. Although the early years of scanner-panel data seemed to suggest that advertising clearly was...