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CoverStory—Automated News Finding in Marketing

Author

Listed:
  • John D. Schmitz

    (Information Resources, 200 Fifth Avenue, Waltham, Massachusetts 02154)

  • Gordon D. Armstrong

    (Ocean Spray Cranberries, 1 Ocean Spray Drive, Lakeville-Middleboro, Massachusetts 02349)

  • John D. C. Little

    (Massachusetts Institute of Technology, 77 Massachusetts Avenue, Cambridge, Massachusetts, 02139)

Abstract

Ocean Spray Cranberries, a $1 billion fruit-processing cooperative, tracks sales and assesses the effectiveness of its marketing programs with large data bases collected through bar-code scanners in supermarkets. Their level of detail is so great that it can obscure important facts and trends. Ocean Spray needed to automate as much of the analysis as possible. Working with Ocean Spray, Information Resources developed an expert system, CoverStory, to uncover the important facts and trends in the data base. Using a series of subanalyses, CoverStory reveals brands and markets that are newsworthy and identifies marketing factors that may be causing changes in these brands and markets. CoverStory is part of an overall DSS at Ocean Spray that permits a single marketing professional to manage the process of alerting all the marketing and sales managers to key problems and opportunities and to provide them with daily problem-solving information.

Suggested Citation

  • John D. Schmitz & Gordon D. Armstrong & John D. C. Little, 1990. "CoverStory—Automated News Finding in Marketing," Interfaces, INFORMS, vol. 20(6), pages 29-38, December.
    • Handle: RePEc:inm:orinte:v:20:y:1990:i:6:p:29-38
    DOI: 10.1287/inte.20.6.29
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    Citations

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    Cited by:

    1. Dapeng Cui & David Curry, 2005. "Prediction in Marketing Using the Support Vector Machine," Marketing Science, INFORMS, vol. 24(4), pages 595-615, January.
    2. Berend Wierenga & Gerrit H. Van Bruggen, 2001. "Developing a Customized Decision-Support System for Brand Managers," Interfaces, INFORMS, vol. 31(3_supplem), pages 128-145, June.

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