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Making Sense of Gigabytes: A System for Knowledge-Based Market Analysis

Authors

Tej Anand

Gary Kahn

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All Papers

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Abstract:

SPOTLIGHT is a knowledge-based product that enables A. C. Nielsen clients to understand what is significant in databases of point-of-sale scanner data. Using SPOTLIGHT, manufacturers and retailers track the sale and movement of products, assess the effectiveness of various promotional strategies, and compare the performance of competing products and product segments.