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 and strengthened their role as cultural symbols, the focus has become more intense, and today a company truly is its brands. Nurturing and sustaining these assets is central to the success of a business; this demands that we have a better understanding of how to do it - of how the marketing mix actually works.