The Enabling Power of Frequency Shopper
Promotion Decisions, Inc.
The presence of very large databases made
possible by FS programs has already led to new learnings about
how marketing programs work. PDI has been evaluating FS data
since the early 1990s and has now collected numerous applications
about how this data can best be put to use in marketing and
advertising evaluation and testing.
Such databases enable market modelers to
analyze data with ever-increasing levels of
granularity, leading to superior decision making by
marketing managers. Todays large databases are generally of
two types: 1) frequent shopper databases consisting of
transaction-level data from the millions of households in a
supermarket chain which present their loyalty/frequent shopper
cards whenever they shop, and 2) Internet databases that measure
click-throughs, time spent, and other variables from the millions
of households already using the Internet and the World Wide Web.