Valuing in-store marketing: transforming the store into a measured medium
Kathryn Young and George Wishart
The P.R.I.S.M. Initiative has established an in-store media approach that can use traffic measurement inside a few stores to estimate traffic inside all stores in a chain by modeling the relationship between traffic and sales, moderated by store and storepart characteristics.
Valuing in-store marketing: transforming the store into a measured medium
Kathryn YoungThe Procter & Gamble Company, United States
George WishartNielsen In-Store, United States
PREFACE
In-store media has existed since the first general store (see Figure...
