Friday, February 22, 2008

P&G validates PRISM measurement initiative: it works?!

According to MediaPost, P&G's CEO A.J. Lafley gave a ringing endorsement to the P.R.I.S.M measurement initiative spearheaded by Nielsen and the In-Store Marketing Institute. Noting that the program has already provided significant quantitative details about shopper frequency, store traffic and other key metrics like basket size, Lafley went so far as to say that, "P.R.I.S.M. will transform how we think about in-store consumer communications and behavior."

That's a pretty big endorsement from the head of a company that spends over $10 billion on in-store marketing programs. Interestingly, Lafley also indicated that the takeaways from the in-store measurement projects might also help P&G improve the performance of their other marketing activities.

While he didn't make any specific statements about the type or quality the company has gotten out of the program, or what direction he expected it to take in the future, P&G has been pretty open about its initiatives and the success of its marketing programs in the past, so my guess is that we'll eventually find out some of the juicier bits.

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