Digital Convergence - A new approach using retail audit data

The paper describes an example of a business application created from an existing retail audit panel by combining the data and on a transversal axis, expanding the scope used in traditional retail audit analysis.

Digital Convergence

A New Approach Using Retail Audit Data

Claude FlochGfK Marketing Services, France

INTRODUCTION

In the 1980s a consumer was buying a single lens reflex camera in order to take quality pictures.

At this time, a retail panel was answering...