The Measurement Minute by Gary Angel

Given that PoS data is a powerful addition to shopper journey data, the question becomes what level of PoS data integration is necessary or appropriate. The most powerful integration is also the most detailed – integrating purchase data into individual journeys. This kind of integration let’s you see the results of each and every journey and it’s not as hard as you might think. Probably the hardest part of a detail-level integration is figuring out what do with groups. But you don’t necessarily have to integrate PoS data at this level. You can also integrate on a time/section basis. A higher level integration doesn’t let you measure success at the individual level but it does let you measure success at the store section level.

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